ITV

Tag: KRBL

  • India Gate serves a grainy masterclass in CTV with ‘Top-Class Choice’ campaign

    India Gate serves a grainy masterclass in CTV with ‘Top-Class Choice’ campaign

    MUMBAI — Basmati just got bold on the big screen. KRBL dished out a show-stealing Connected TV (CTV) campaign for its flagship India Gate Basmati Rice, using Huella Services’ NEXad to spice things up with interactive flair.

    Dubbed Top-Class Choice, the campaign let viewers pick between “premium” options within the creative — a smart move that turned couch potatoes into engaged consumers. Over 1.35 million impressions, more than 12,400 user interactions, and a mouthwatering 96.22 per cent video completion rate. With a 0.90 per cent interaction rate, it left industry benchmarks simmering in its wake.

    KRBL head of marketing & business head – modern trade & e-commerce, Kunal Sharma said,  “At KRBL, we’ve always believed in staying ahead of the curve, and our ‘Only Top Class’ campaign truly embodies this vision. Partnering with NEXad and Huella enabled us to redefine CTV from just another viewing platform to an engaging and interactive touchpoint. Through real-time viewer interaction enabled by remote controls, we successfully created an innovative, seamless, and measurable brand experience directly on consumers’ TV screens. We’re proud to set a new benchmark for innovation in the CTV advertising space.”

    Huella Services co-founder & CRO Mayura Nayak said, “With this campaign, we harnessed the power of interactive storytelling on CTV to elevate the India Gate brand message in an immersive way. The India Gate Basmati campaign is a testament to how NEXad can elevate brand storytelling and engagement on CTV. By merging choice with creativity, we’ve driven deeper viewer involvement and created a lasting impact. It’s a clear case of how CTV can merge scale with engagement.”

    KRBL digital media lead, Raunak Rai said, “‘Only Top Class’ campaign effectively transformed KRBL’s brand communication, turning typically passive CTV viewers into active participants. Leveraging NEXad’s interactive features and Huella’s strategic execution, we created compelling interactions directly through TV screens. This innovative communication approach strengthens KRBL’s digital-first strategy and enhances engagement with today’s connected consumers.”

    Rolled out across 20 cities, the campaign saw top-drawer performance from platforms like JioHotstar, JioTV+, and Zee5, helping it scale like a perfectly steamed pot of rice.

    Independent validation from IAS and DCM confirmed the campaign’s aroma of success — with aces in brand safety, time spent, and engagement.

    When rice meets tech, engagement isn’t just cooked — it’s pressure-cooked to perfection.

  • 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.”

  • India Gate Basmati Rice launches ‘Swaad Samriddhi Ka’ campaign

    India Gate Basmati Rice launches ‘Swaad Samriddhi Ka’ campaign

    Mumbai: India Gate Basmati Rice’s parent company KRBL is expanding its reach in Maharashtra with a campaign titled ‘Swaad Samriddhi Ka’ or ‘Taste of Prosperity’. Maharashtra contributes 13 per cent to the basmati rice market, and India Gate aims to make its products a staple in the state’s households for everyday meals.

    Known for special occasions, India Gate now seeks to cater to daily consumption, introducing basmati varieties like Gini 70, Mini 50, Tini 50, and Niki 40, ideal for local dishes like Varan Bhaat and Masale Bhaat. This expansion reflects the brand’s commitment to local tastes and making basmati part of daily diets.

    The campaign centers around a young couple; the wife brings her husband’s favorite Varan Bhaat to his workplace, symbolizing family prosperity with India Gate Basmati Rice as the ‘Taste of Prosperity.’

    To connect with Maharashtrian families, the campaign includes a culturally resonant film, targeting regions like Kolhapur, Pune, Sangli, Solapur, and Satara. With over 3,500 TV spots across major channels and digital amplification, particularly on YouTube with Marathi content, the brand aims for broad engagement.

    “With India Gate Basmati Rice already being a market leader across India, we see Maharashtra as an essential region to fuel our growth. Maharashtra’s consumers are incredibly hardworking and dedicated to building prosperity for their families, a sentiment we deeply resonate with. Through our expanded portfolio and this heartfelt campaign, we aim to not only increase our brand’s familiarity but also nurture a deep-rooted connection with the families,” said KRBL AVP-marketing, MT&e-commerce, Kunal Sharma.