ITV

Tag: Kunal Sharma

  • 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.
     

  • 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.

  • 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.

  • Immersive and branded experiences in commercial interior design and build

    Immersive and branded experiences in commercial interior design and build

    Mumbai: In the ever-evolving world of commercial interior design and build, creating immersive and branded experiences has become a key focus for businesses aiming to captivate their target audiences. The design of a physical space is more than just aesthetics; it is a strategic tool that can shape the way customers perceive and interact with a brand. From retail stores to hospitality establishments, the integration of immersive and branded experiences in interior design is gaining momentum as companies seek to create memorable and engaging environments.

    Immersive experiences in commercial interior design involve engaging multiple senses to create a fully immersive environment that transports visitors to a different world. This is achieved through the thoughtful use of lighting, sound, texture, and technology to create a cohesive and captivating space. By immersing customers in a unique environment, businesses can leave a lasting impression and differentiate themselves from competitors.

    One of the key aspects of creating immersive experiences in commercial interior design is storytelling. By weaving a narrative throughout the space, businesses can engage customers on an emotional level and create a connection that goes beyond just the products or services being offered. Whether it’s through the use of visual displays, interactive exhibits, or thematic elements, storytelling plays a crucial role in shaping the overall experience and guiding customers through a memorable journey.

    Another important element of immersive experiences in commercial interior design is the strategic use of technology. From interactive displays to augmented reality features, technology plays a vital role in enhancing the overall experience and creating a sense of wonder and excitement. By incorporating cutting-edge technology into the design of a space, businesses can create interactive elements that engage customers and provide them with a truly immersive experience.

    In addition to creating immersive environments, businesses are also focusing on developing branded experiences that align with their identity and values. Branded experiences in commercial interior design involve translating a company’s brand identity into physical space, creating a cohesive and consistent brand experience for customers. From the color palette to the choice of materials, every design element is carefully curated to reflect the brand’s personality and values.

    Branded experiences also extend beyond just the visual aesthetics of a space; they encompass every touchpoint that customers encounter, from the moment they step foot in the door to the checkout process. By creating a seamless and cohesive experience that reinforces the brand at every turn, businesses can build trust and loyalty with customers and create a strong brand presence in the market.

    One industry that has embraced immersive and branded experiences in commercial interior design is the retail sector. Retailers are increasingly investing in creating immersive environments that offer customers a unique and memorable shopping experience. From flagship stores to pop-up shops, retailers are using innovative design elements to create spaces that engage customers and drive sales.

    For example, flagship stores often feature interactive displays, personalized experiences, and exclusive product offerings that create a sense of exclusivity and excitement. By creating an immersive environment that resonates with customers and aligns with the brand’s values, retailers can enhance the overall shopping experience and leave a lasting impression on customers.

    In conclusion, immersive and branded experiences in commercial interior design and build are becoming increasingly important as businesses seek to create memorable and engaging environments that resonate with customers. By creating immersive environments that engage multiple senses and tell a compelling story, businesses can differentiate themselves from competitors and build strong brand loyalty. Through the strategic use of technology and a focus on creating cohesive brand experiences, businesses can transform their physical spaces into powerful tools for brand building and customer engagements.

    The article has been authored by Flipspaces founder & CEO Kunal Sharma.

  • “Modern Trade and E-commerce platforms definitely bring us closer to consumers”: Kunal Sharma

    “Modern Trade and E-commerce platforms definitely bring us closer to consumers”: Kunal Sharma

    Mumbai: Basmati is incredibly special to KRBL. It’s a grain that’s grown just once a year in the Indo-Gangetic Plain, nestled beneath the Himalayan sub-ranges. The unique qualities of basmati, shaped by the fertile soil, fresh air, and pure water from the mountains, make it a truly cherished and distinctive grain.

    KRBL Ltd has been in the rice business for over a century now. Today, the company is recognized as a major player in the Indian rice industry and the first company in India to handle every aspect of rice production, from cultivation to sales. Their focus is on crafting high-quality rice products, and their success stems from their commitment to responsibility, efficiency in operations, innovation in manufacturing, and seizing new opportunities.

    Indiantelevision.com reached out  KRBL Ltd head of marketing & business head (modern trade & ecommerce) Kunal Sharma, where he shared insights on India Gate’s success, their marketing strategies and more…

    Edited excerpts

    On some of the key factors that have contributed to India Gate’s success in the rice market over the years

    A couple of factors have been critical to the success of India Gate over the years. In the rice industry, delivering quality consistently is of paramount importance and India Gate has remained steadfastly focussed on this. India Gate also had a first mover advantage in terms of identifying the huge opportunity of tapping the loose rice market in India and providing quality packaged Basmati to consumers in India. Thirdly, a brand with pan India consumer mindshare and shelf share has been a cornerstone of the success of India Gate.

    On the marketing strategies you employed to stay ahead in the market and appeal to consumers

    Many Indians reside in our nation and as a food staple category, it was important for us to take a regional approach. We have recently changed our marketing strategy which now focuses on aligning our marketing initiatives with the company’s business objectives. The company no longer sees India as one market but an amalgamation of different regions. Our business objective for each region is different. Which makes our marketing objective for each region different. E.g., we talk about Khulla vs Packaged Basmati in HSM while for South (where packaged Basmati is already adopted) we talk about Experiments with Basmati.

    On leveraging modern trade and e-commerce channels to reach a wider audience and drive sales

    Modern Trade and E-commerce platforms definitely bring us closer to consumers. This is why it holds as much importance as general trade for us. In fact, recent data from December 2023 reports a market share of 37 percent in general trade for India Gate while 40 percent in Modern Trade channels. Our aim is to bring higher engagement to the shoppers directly via these channels. We recently set-up VR enabled experience zones in a modern retail format across 5 cities- Delhi, Gurugram, Mumbai, Bengaluru and Lucknow.

    On discussing any innovative initiatives that you have implemented to adapt to the market trends

    Basmati has been a relatively low involvement category in Foods. As a brand, we have been trying to improve this to drive brand salience and preference be it through our communication approach or through the choice of media.

    In the recent past, we have worked on innovative on-ground campaigns like a partnership with PVR to take our Experiments with Basmati campaign in South to new-age consumers.

    We are also adapting in terms of Point of Sale experience to give consumers a virtual tour of the Farm to Fork journey of Basmati through  Virtual Reality set-up.

    All firsts in a relatively low involvement categories.

    On India projected to expand at 19 percent, reaching $400 billion by 2030 according to Publicis Commerce & MMA India’s recent report “The D2C Advantage X Toolkit: Guide to Maximise ROI of eCommerce Investments”

    While we do not have any immediate D2C plans, we do see Ecommerce scaling up quite rapidly for us. It’s been the fastest growing channel for us and we see good growths coming both in Q-Commerce and Grocery. We are investing on the platforms to drive growths aggressively and also taking a lot of new launches first into these channels to test and improvise the right mix.

    On some of the upcoming plans or developments for India Gate Foods in terms of product offerings and market expansion?

    There are three levers of product offerings expansion that India Gate Foods is working on.

    First, we are looking at newer categories to expand our kitchen share within staples and a foray into Health Oils is something that will happen in the coming financial year.

    Secondly, we are actively looking at adjacencies to extend our core equity in Rice. Our newly launched range of Biryani Masalas under the India Gate Classic brand promising a classic experience to consumers is the first foray in this space.

    Thirdly, we are looking at extending our health range beyond Brown Rice into newer innovative and new-age consumer formats.

    Along with this, we are aggressively scaling up our regional rice play through Kolam, Sona Masoori, and Gobindobhog. To support this growth, we plan to launch vernacular advertising campaigns and raise awareness, particularly in southern markets.

  • MasterChef India joins forces with leading brands for Sony LIV exclusive

    MasterChef India joins forces with leading brands for Sony LIV exclusive

    Mumbai: Over the years, MasterChef India has played an integral role in igniting the nation’s passion for food and culinary. In addition, the emergence of the digital age has fuelled the love for food across cultures and continents. Understanding the widespread reach, accessibility of digital platforms, and audience preferences, MasterChef India is now exclusively digital on Sony LIV. This season of MasterChef India captures the aspirations, dreams, and narratives of countless aspiring home cooks who are passionate about the culinary arts.

    This strategic move not only signifies the show’s adaptation to changing viewer patterns but also opens a world of opportunities for advertisers to connect with their audience. Sony LIV is delighted to partner with esteemed sponsors who share the platform’s passion for culinary excellence. Veeba, a leading name in condiments and sauces, has come on board as the co-presenting sponsor and is set to showcase various usages of its products to curate exclusive delectable dishes, adding a dash of unique flavour to MasterChef India. The show is also co-powered by ACKO Health Insurance and Maggi Masala Ae Magic, who will have customized challenges in the show curated specifically to showcase their product offerings and usage.

    Additionally, ITC Aashirvaad Atta, India Gate Basmati Rice, iD Fresh Food, Urban Company, and Welspun have stepped in as partner sponsors, along with Dyson, further enriching the show’s flavour palette.

    Tune in to MasterChef India from October 16 only on Sony LIV!

    Comments

    Sony LIV head ad sales revenue Ranjana Mangla

    Embracing the digital wave, MasterChef India is undoubtedly redefining culinary entertainment for viewers across the country. Each sponsor adds a unique flavour to the show, enhancing the experience for viewers. In this digital-exclusive format, where food meets fierce competition, we are showcasing exciting culinary skills and crafting engaging content bytes for an interactive experience. While we are cooking up a storm of innovation and entertainment, our sponsors are the secret ingredients that make it all possible.

    ACKO EVP marketing Ashish Mishra

    At ACKO, we are disrupting the health insurance space and in MasterChef India we found the perfect partner to drive awareness about it. A healthy lifestyle starts with a healthy diet. We believe that MasterChef India has the power and reach to educate millions of Indians on how to cook and eat healthy. ACKO “health ki baat” is the perfect device to deliver this.

    ITC Ltd COO, staples & adjacencies Anuj Rustagi

    We are delighted to announce our association as partner sponsors with MasterChef India. The show stands for the best-in-class culinary experience created by handpicked chefs. Just like MasterChef contestants infuse their magic into traditional recipes, Aashirvaad Select Atta too is crafted using 100% Sharbati wheat sourced from select farms of Madhya Pradesh, providing consumers with the finest roti experience. This partnership perfectly reflects our shared values of pursuing excellence and pushing the boundaries of innovation. We look forward to seeing how these talented contestants use their creative minds and Aashirvaad Select Atta to bring together innovative and delicious dishes every day.

    KRBL Ltd head of marketing Kunal Sharma

    Our continued partnership with MasterChef India is a testament to our commitment to excellence. As the ‘Masters of Basmati,’ this partnership is as perfect as the ‘Winning Recipe’ – A symphony of flavours, authentically prepared & beautifully served. In this alignment with MasterChef India on Sony LIV, we are also strategically leveraging the expanding OTT landscape to foster a more profound connection with our consumers, ensuring our brand thrives in their hearts and homes.

  • Discover the science of Basmati excellence India Gate Basmati rice leads the way

    Discover the science of Basmati excellence India Gate Basmati rice leads the way

    Mumbai: KRBL Ltd’s India Gate Basmati Rice, a Basmati rice brand and a pioneer in packaged Basmati, continues to champion purity and authenticity with the launch of Phase three of its “Basmati Rice No Compromise” campaign which hinges on the new FSSAI standards for Basmati Rice that have come into effect from 1 August. In a determined effort to enhance public awareness and education, India Gate Basmati Rice is setting new standards in the Basmati rice industry.

    “Basmati Rice No Compromise” is a nationwide consumer awareness initiative by India Gate Basmati Rice

    With a multi-dimensional multimedia approach, this phase is aimed at encouraging people to select basmati rice responsibly. India Gate hopes to create trust in its promise to supply the finest basmati rice to homes across Indian markets by engaging with customers directly.

    Phase Three: A Three-Pronged Approach

    Television Campaign (TVC): India Gate Basmati Rice launches a captivating TVC introducing an interesting concept that reinforces its position as the “Asli” Basmati Rice. Encouraging consumers to make the switch from loose (‘Khulla’) to packaged Basmati, this campaign aims to raise awareness about choosing wisely in light of the new FSSAI standards.

    Digital Campaign: Through engaging digital films, India Gate leads the charge in promoting the shift from loose to packaged Basmati. These films capture the consumer’s dilemma at the point of sale while choosing the right basmati rice for the family. These films and interactive social media campaigns, aim to educate consumers about the benefits of choosing packaged Basmati.

    Setting the Stage for Basmati Purity

    India Gate in association with Eat Right India (An FSSAI campaign), has been holding the first-ever “Basmati Rice No Compromise” Conclave 2023 across the nation. This movement, with an aim to educate the consumers about the regulations introduced on basmati rice by the Food Safety and Standards Authority of India (FSSAI), set off its road shows in the first leg including Delhi, Chandigarh, Jaipur, and Bhopal and will be followed by further cities, including Lucknow, Patna, Ahmedabad, Pune and Hyderabad.

    This is the first time that the FSSAI has established identity requirements for multiple types of basmati rice, including brown basmati, milled basmati, parboiled brown basmati, and milled parboiled basmati. These rules, as specified in the Food Safety and Rules (Food Products Standards and Food Additives) First Amendment Regulations, 2023, were published in the Gazette of India.

    Sharing his views on the commercial and educational campaign, KRBL head of marketing Kunal Sharma explains, “We are committed to our customers, and we have taken it upon ourselves to educate them about eating right and the importance of choosing right. We laud the FSSAI for proactively creating an identification criterion for Basmati rice. These measures will certainly strengthen customer confidence in the authenticity and integrity of our precious basmati rice, both in India and globally. As a basmati rice brand, India Gate is dedicated to maintaining the purity of basmati grains with respect to standards.”

    The agencies that have worked with KRBL in bringing this campaign to life are Creative Land Asia, Lyxel & Flamingo, Wavemaker and Consocia Advisory. All the agencies came together to create a narrative to convey a strong message that showcases KRBL as a category leader and is committed to its goals.

    KRBL Ltd remains optimistic that this campaign will not only increase customer awareness but also foster an appreciation for the superior qualities of Basmati rice, further solidifying India’s position as a key player in the global basmati rice market.