Rice brand India Gate has launched a heartfelt brand film featuring actor Amitabh Bachchan, spotlighting our most celebrated Indian values which are shared, celebrated, and passed on to generations.
At the heart of the 100-second film titled “India Ka Swaad Chakhte Hai” lies a profound belief — that in India, food is never just about nourishment; it is how we honour guests, respect elders, welcome strangers as family, and carry forward the wisdom of Indian Values. Through four small yet touching stories, the film brings to life everyday moments where food becomes a bridge — connecting strangers, families and guests.
With Bachchan as narrator and anchor, the film starts with a thought of making Indian values go viral through food. Whether it's Atithi Devo Bhava or respecting the elders, the idea that "Values Viral Banate Hai" sits at the heart of the campaign — reminding us that in Indian culture, values aren’t taught, they’re experienced and must be passed on. Through four evocative stories, the campaign captures the quiet yet powerful ways in which Indian values show up in everyday life, from a student far from home finding comfort in a familiar dish, to a newcomer being welcomed with warmth by a neighbour, to a foreigner being embraced with heartfelt hospitality and to a caregiver becoming family through being a meal provider.
Kunal Sharma, Head of Marketing & Business Head – Modern Trade & Ecommerce, India Gate, said:“At India Gate, we’ve always believed that it’s the values we grow up with—like respect, generosity, care for elders, and hospitality—that truly shape who we are. This campaign is a tribute to those timeless principles that flow across generations and regions. Food, in this context, is the medium — a simple yet powerful way these emotions are expressed and carried forward. With Mr. Bachchan lending his voice, we hope to spark emotional reflection on
what truly binds us as Indians.”
The campaign is being launched as a 360-degree integrated rollout, reaching audiences through cinemas, television, and digital platforms over the next five weeks. The film will be amplified through cinema screens across 32 cities (560+ screens). In addition, the film will be running across leading national and regional channels including Star Plus, Colors, Zee TV, Star Gold, Aaj Tak, Sun TV, Star Vijay, Star Jalsha, News18 Bangla and more — ensuring the message resonates in multiple languages and cultural contexts. A robust presence
across Digital, CTV and OTT, amplified further through influencer-led storytelling to reach audiences in a more immersive way.
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