Pankaj Tripathi wants no compromise when it comes to basmati rice in India Gate campaign

The campaign has been conceptualised and created by CreativelandAsia

by Team PITCH
January 09, 2023

Pankaj Tripathi wants no compromise when it comes to basmati rice in India Gate campaign

India Gate Foods from the house of KRBL Ltd has announced its new campaign “Basmati Rice Se No Compromise” with Pankaj Tripathi.

The campaign depicts various aspects of family relationships in a series of interesting films. It has been conceptualised and created by CreativelandAsia.

In Hindi-speaking markets, the campaign objective is to drive consumers to switch from loose (unbranded) basmati rice to branded basmati rice category. The core theme of the campaign is that you don't have to compromise when picking basmati rice, a staple that makes your and your family's everyday meals so much more special, just like you don't compromise when it comes to other important elements or events of your life. The commercials are based on an emotional approach that subtly hints to the customers that whenever they are purchasing and utilising, they should not cut corners or compromise on the quality.

Kunal Sharma, Head of Marketing, KRBL India Ltd, said, “With the help of this multi-market brand campaign, India Gate Foods is switching from India Ki Purani Aadat to Basmati Rice Se No Compromise. The world's No. 1 brand of packaged basmati rice is now occupying the category captain pedestal after utilising various growth levers. Mr. Pankaj Tripathi, who has considerable influence in the Hindi-speaking markets, aids in effectively communicating our point. On the other end of the spectrum, we have massive regional campaigns that have been launched in line with our brand objectives.”

The campaign has gone live in the new year on more than 40 TV channels, digital and social media platforms.