KRBL Restricted, a worldwide chief within the meals trade and dad or mum to the World’s No.1 India Gate Basmati Rice, has launched a redesigned packaging that’s geared toward enhancing shopper engagement and transparency. The up to date packaging, launched as a part of a broader strategic initiative, options detailed product info, consumer-forward illustrations, and interactive parts similar to QR codes.
The redesign follows in depth analysis into shopper behaviour, which highlighted challenges similar to lack of detailed product information and price-driven buying choices. To deal with these issues, KRBL collaborated with model consultancy Landor to create packaging that simplifies decisions and strengthens shopper belief.
The brand new design segments the portfolio primarily based on distinct shopper mindsets, similar to ‘The Perfectionist,’ ‘The High quality-Seeker,’ ‘The Style Champion,’ and ‘The Sensible Shopper’–ensuring a tailor-made expertise for each shopper.
The revamped packaging is just the start of a multi-phase marketing campaign that was launched on twenty ninth January 2025 at PVR Director’s Lower, Vasant Kunj; unveiling kicking off as a grand premiere at PVR Director’s Lower, marking a daring step in redefining shopper engagement in an in any other case low-engagement class.
Kunal Sharma, Head of Advertising and marketing & Enterprise Head, Trendy Commerce and E-commerce at KRBL Restricted, defined the strategic alternative of a film premiere for the launch, “Movies are about storytelling, and we wished to leverage that energy to make sure most engagement. This high-impact ATL marketing campaign was designed to dominate the dialog with a mixture of creativity and innovation. From anamorphic shows at iconic landmarks to immersive AI-enabled robots in retail shops, each ingredient was crafted to create a buzz that resonated throughout platforms and geographies.”
“With 20% of the advertising price range driving this initiative, we reached new heights of visibility and engagement. We didn’t simply unveil packaging; we redefined how manufacturers have interaction with their audiences. By combining the glamour of Bollywood with cutting-edge activations, this marketing campaign stands as a benchmark for scale, depth, and impactful storytelling within the trade.”
The 360-degree advertising marketing campaign supporting the launch spans digital, on-ground, influencer, and in-cinema activations. It consists of anamorphic shows at key areas, AI-enabled robots in retail shops, and outstanding hoardings On over 200 websites in 14 cities. Moreover, partnerships with quick-commerce platforms similar to Swiggy Instamart, Zepto, and BlinkIT lengthen the marketing campaign’s attain.
Bollywood legend Amitabh Bachchan took to Instagram to introduce the brand new avatars, with the caption: “Toh devion aur sajjanon, India’s fav #CookingStar ka #NewAvatar is lastly unveiled!“
Past Huge B, prime movie critics and administrators, together with Karan Johar, Vignesh Shivan and Rajiv Masand together with a military of outstanding influencers, amplified the marketing campaign’s affect. Digital activations by way of BookMyShow, Meta, YouTube, and OTT platforms additional enhanced engagement.
Mitika Malhotra, Head of Digital & Company Communications, India market, KRBL Restricted, mentioned, “Within the digital age, reaching shoppers the place they stay on-line is essential, and this marketing campaign does simply that. By mixing artistic storytelling with data-driven insights, we have been in a position to craft customized experiences that resonate with every shopper. From focused digital activations to leveraging social platforms for max influence, we’ve created a seamless journey that retains the viewers engaged and excited. This marketing campaign is not nearly visibility—it is about creating significant connections that drive long-term model loyalty and shopper belief.”
The packaging refresh marks a milestone for KRBL, which pioneered the packaged basmati rice phase. With this initiative, the corporate continues to strengthen its management within the trade, mixing custom with trendy shopper expectations.
Written with the View : afaqs