New Delhi, April 01, 2026: KRBL Limited, a global leader in the food industry and the parent company of the World’s No.1 Basmati Rice Brand, India Gate Basmati Rice, is showcasing the superior properties of aged rice with the launch of its latest campaign, which officially went live on March 31. India Gate posits its rice as an impactful product that deepens in quality and texture the longer it matures, turning an everyday staple into something worth savouring.
Central to the campaign is a playful social experiment film set in an upscale lounge, where unsuspecting guests are offered a taste of an exciting new launch, only to be met with a delightful surprise when rice pours out of the bottle instead of what they anticipated. The candid reactions capture the perfect moment to land the brand’s message: that just like the finest things in life, great rice is all about the art of ageing. The campaign culminates in the reveal of India Gate Classic, reinforcing the brand’s promise of delivering perfectly aged rice that stands out in both quality and taste.
The campaign will be rolled out across multiple digital platforms including Meta, YouTube, and Connected TV, ensuring wide visibility and engagement. To deepen engagement, the campaign brings together a compelling mix of voices. Comedy veteran Rakesh Bedi, the talk of the town currently, lends his signature wit to the campaign, while three of India’s most recognised wine connoisseurs, Nikhil Chawla, City ka Theka, and Nitin Tewari, bring credibility and flair to decoding the concept of rice ageing. The pairing of humour and expertise makes for a fresh, engaging take that’s hard to scroll past. The campaign is further amplified through a network of nano-influencers driving conversations at a community level, alongside a meme marketing wave crafted to be culturally sharp and impossible not to share.
Adding a tactile dimension to the intrigue is a specially designed Fun Box, a gift that opens with a teaser message and a mysterious bottle, only for the recipient to discover a premium India Gate rice pack tucked inside, bringing the campaign’s ageing surprise full circle in the most delightful way.
At its core, the campaign sets out to build meaningful awareness around the largely unexplored concept of rice ageing and to firmly establish India Gate as the gold standard when it comes to perfectly aged rice. In addition to content-led engagement, the campaign will also feature a consumer contest designed to encourage participation and interaction. This initiative aims to bring audiences closer to the brand while reinforcing the central idea of quality and ageing in an interactive format.
Speaking about the campaign, Kunal Sharma, Vice President – Marketing and Organized Trade at KRBL said, “We wanted to spotlight a lesser understood but highly important aspect of rice quality, which is ageing. Drawing parallels with wine and leveraging April Fool’s Day we are making the conversation more familiar and relatable for consumers. India Gate Classic represents our commitment to delivering rice that is perfectly aged for 2 years to bring out the best in every dish. This initiative is about building awareness, sparking curiosity, and ultimately reinforcing trust in the quality we offer.”
Through this integrated approach, India Gate aims to redefine how consumers perceive rice quality. By focussing on rice ageing, the brand continues to strengthen its positioning as a provider of premium, high-quality rice that enhances everyday meals. With the launch of this campaign, India Gate reinforces its core message that perfectly aged rice is key to achieving the finest taste and texture, making every meal a more satisfying experience.
