India Gate Classic nudges all to treasure time with loved ones

KRBL Limited, the parent company of India Gate Basmati Rice, has unveiled its latest campaign for its India Gate Classic. The campaign, “Banaiye Har Pal Classic” (Celebrate classic moments with gold standard Basmati), captures the essence of celebrating togetherness and cherishing life’s most precious moments with loved ones.

The campaign uses time as its emotional anchor, weaving together three evocative stories and narrated by the legendary Amitabh Bachchan. The film celebrates the beauty of shared moments over food, those quiet, everyday instances that bring families closer and turn the ordinary into cherished moments and memories for life. India Gate Classic becomes a symbol of these connections, standing for togetherness, enduring relationships, and the joy of simply being present with the ones we love.

Through three heartfelt scenarios, a mother with her young daughter, a grown son with his elderly mother, and a couple navigating the chaos of daily life, the film shows how small but meaningful moments slip away in the rush of our routines. Each narrative serves as a poignant reminder to pause and focus on what truly matters: TIME. The story then draws a powerful parallel between the moments we spend nurturing relationships and the care with which India Gate Classic rice is patiently aged for two years to achieve perfection.

Speaking about the campaign, Kunal Sharma, Vice President – Marketing and Organized Trade, said: “In today’s fast-paced world, we often get lost in the rush of schedules, deadlines, and responsibilities, forgetting to pause and give time to our loved ones. Launched just ahead of the Indian festive season, with ‘Banaiye Har Pal Classic,’ we aim to encourage families to come together, spend time, and create lasting memories. Food becomes the quiet hero of the narrative, the thread that ties these moments together.”

“As a brand, we believe our role goes beyond simply putting a product on the table, it is about shaping culture and inspiring behavior. This campaign is a step towards building deeper connections with our consumers, encouraging them to pause and prioritize togetherness.”

With a comprehensive 360-degree marketing strategy spanning television and CTV, OTT platforms including JioCinema, Hotstar, Zee5, SonyLiv, and MX Player, digital platforms such as YouTube, Meta along with impactful outdoor media, cinema, and in-store activations, the campaign seeks to inspire audiences across India to cherish and celebrate everyday moments with family.