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Tag: India Gate

  • India Gate brings values to the table with Bachchan’s new brand film

    India Gate brings values to the table with Bachchan’s new brand film

    MUMBAI: In a country where dal-chawal is more than dinner, it’s comfort, memory, and belonging India Gate Basmati Rice has served up a new campaign that’s as warm as a freshly cooked meal. Titled “India Ka Swaad Chakhte Hai”, the 100-second brand film features none other than Amitabh Bachchan, lending gravitas to a message about values that simmer quietly through generations.

    In this emotive montage of four stories, food is more than nourishment, it’s a language of love and respect. From welcoming strangers to comforting students far from home, the film reminds us that “Atithi Devo Bhava” and “respect for elders” aren’t just taught; they’re lived, plated and passed on. And in this film, that passing down happens via a piping hot bowl of rice.

    Anchored by Bachchan’s baritone and laced with sentiment, the narrative rests on the idea that “Values Viral Banate Hai”. Whether it’s a neighbour’s warmth, a caregiver’s quiet gesture, or a mother’s care recreated miles away, the film captures how food becomes a bridge not just between people, but between values and memories.

    India Gate head of marketing Kunal Sharma summed it up, “This campaign is a tribute to the values that shape us. With Mr Bachchan’s voice, we’re hoping to stir hearts and highlight the emotional richness that food carries in Indian homes.”

    The rollout is ambitious: over 560 cinema screens across 32 cities, top national and regional TV channels (including Star Plus, Sun TV, Zee TV, and Star Jalsha), and a strong digital push via OTT, CTV, and influencer-led storytelling.

    More than a celebration of basmati rice, India Ka Swaad Chakhte Hai is a quiet ode to Indian culture where every grain has a story, and every meal is a reminder that we don’t just eat to live… we eat to connect.
     

  • Initiative Media’s Virender Singh Rana joins India Gate rice maker KRBL India

    Initiative Media’s Virender Singh Rana joins India Gate rice maker KRBL India

    MUMBAI :India Gate basmati rice maker KRBL has a new media custodian getting on board. Virender Singh Rana has joined the world’s largest rice millers and basmati rice exporter as assistant general manager – media and brand experience. 

    A commerce graduate, Virender has got most of his savvy media learnings over the years on the job. He spent the first eight years of his career at media concessionaire Avcom Media learning the tricks of the media buying trade . He followed that up with a good 10 years at Initiative Media getting deep insights into media strategy, media planning, buying, campaign management for clients operating in various categories right from FMCG to  e-commerce to healthcare, to lifestyle. He climbed up the ranks to become associate business director- investment.

    And that’s where he was identified as the media professional who could help KRBL as it “charts new paths with an expanding product portfolio. Virender’s strategic vision and expertise in media strategy and market analytics will play a pivotal role crafting transformative media and  brand experiences and deepening connections with the company’s consumers.”