A SOUTH London curry house has paid $2.2 million for a 25-second advert during Sunday’s Super Bowl.
The advert, which recommends visiting the fully licensed restaurant for food, drink and fine company, will appear in a coveted slot just before the halftime show.
Jewel of the Raj owner Bhupen Bhatia said: “An establishment that is five times runner-up in Time Out’s Best Local Indian category deserves to reach a big audience.
100 million people will be watching the Super Bowl, and no doubt working up a hunger for a lamb kulfi at the same time.”
He added: “Free poppadoms.”
Bhatia voiced the advert and took full-colour photographs of his restaurant himself, while the crackly soundtrack was provided by his 11-year-old son Nitin, who is Grade 3 on the guitar.
The restaurateur dismissed concerns that the advert’s exclamation that his establishment is Only 3,400 miles to 7,300 miles from your location! will deter customers.
Marketing analysts predict only 0.021 per cent of the audience will pay any attention to the advert, which is 0.003 higher than those expected to pay attention to the actual sport bit.