India Gate Basmati Rice celebrates taste of prosperity in new Maharashtra-centric campaign

The creative film targets multiple regions including Kolhapur, Pune, Sangli, Solapur, and Satara

by e4m Staff
Published: Nov 7, 2024 4:39 PM | 3 min read

KRBL Ltd., parent to India Gate Basmati Rice -, is strengthening its presence in the Maharashtra market with the launch of an emotional and culturally resonant campaign titled ‘Swaad Samriddhi Ka’, or ‘Taste of Prosperity’. With Maharashtra standing as one of the largest contributors to the basmati category (~ 13%),the state plays an essential role in India Gate Food’s vision to broaden its consumer pack business.

Traditionally seen as an expert brand for special occasions, India Gate Foods seeks to become a staple choice in Maharashtra households for daily meals. Based on extensive consumer research, the brand has identified a need for basmati rice options that are best suited for everyday meals like Varan Bhaat and Masale Bhaat; Gini 70, Mini 50, Tini 50, and Niki 40— have been introduced to meet this demand, providing Maharashtrian families with accessible, quality Basmati choices to enjoy every day. This expanded portfolio reaffirms India Gate’s commitment to meeting local tastes and making basmati a part of the daily diet.

The campaign narrative brings to life the essence of family prosperity through a young couple’s story. The husband, working late in his factory, misses the usual family dinner. In a touching gesture, his wife prepares his favorite comfort food, Varan Bhaat, and surprises him with the meal at the factory alongside their children. This intimate moment celebrates their dedication and the prosperity they build together, further amplified with India Gate Basmati Rice symbolizing the ‘Taste of Prosperity,’ reinforcing its role as the everyday choice for Maharashtrian households.

To ensure the campaign reaches the hearts of Maharashtrian families, India Gate Foods has crafted a the culturally relevant creative film and is targeting multiple regions including Kolhapur, Pune, Sangli, Solapur, and Satara. On television, India Gate Foods will maintain a solid reach of with more than 3,500 ad spots across key channels, effectively blending digital and traditional media to connect with audiences. Further, the campaign will be amplified on digital platforms, particularly YouTube, to build relevant incremental reach with Marathi content being a key focus for localized 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," says Kunal Sharma, AVP-Marketing, MT&E-commerce, KRBL Limited.