KRBL, father or mother firm of India Gate Basmati Rice has launched its newest marketing campaign, ‘India Gate: Solely High Class, No Khulla Class’, that includes Bollywood actor Amitabh Bachchan. With this marketing campaign, India Gate Basmati Rice urges shoppers to decide on packaged basmati over free basmati.
India Gate Basmati Rice highlighted that almost 70% of basmati rice in Hindi-speaking areas remains to be bought free. The model goals to alter this shopping for behavior with a brand new marketing campaign. It has additionally launched up to date packaging to supply clearer info and assist shoppers make knowledgeable buying choices.
The brand new marketing campaign options Amitabh Bachchan, constructing on its 2022 ‘Basmati Rice Se No Compromise’ initiative. The marketing campaign questions why shoppers select the most effective in training, profession, and way of life however accept free basmati rice. Bachchan reinforces the model’s message of high quality and consistency.
Talking in regards to the marketing campaign, Kunal Sharma, head of selling and enterprise head, trendy commerce and e-commerce, KRBL, mentioned, “Staples being a decrease involvement class, a lot of the acquisition resolution occurs on behavior. With this marketing campaign, India Gate challenges this inertia calling out their alternative of Basmati as a mirrored image of who they’re thereby urging shoppers to make the best alternative. Amitabh Bachchan’s presence provides unparalleled authority to this message. He isn’t simply endorsing a model; he’s sparking a motion—a motion the place shoppers demand solely the most effective for themselves and their households. With ‘Solely High Class, No Khulla Class,’ we’re setting a brand new benchmark within the packaged basmati rice trade.”
Launched in February 2025, the marketing campaign is backed by a 360-degree media technique. It consists of tv as the first medium, together with Linked TV (CTV) for digital audiences. The marketing campaign additionally makes use of radio, billboards, retail promotions, and in-store branding to succeed in shoppers on the level of buy.
Written with the View : afaqs