India Gate Foods, the World’s No. 1 Basmati Rice Brand from the house of KRBL Ltd, is always known for being a trendsetter brand when it comes to creating meaningful category communication for the industry. This time it is no different, India Gate announced its new campaign “Basmati Rice Se No Compromise” with the onset of 2023 wherein they are clearly playing the role of a category captain nudging consumers to pick packaged basmati over khulla (loose) basmati.
With celebrity and prominent OTT face Mr. Pankaj Tripathi featuring in this campaign that only he could have delivered with a punch, India Gate has made an effort to depict various aspects of family relationships in a series of interesting films. Conceptualized and created by CreativelandAsia, the new agency-on-record for KRBL Limited, this campaign is expected to a category leader move that will redefine the category and could have been done by none other than the market leader.
Boasting a legacy of 130 years, KRBL’s India Gate is the undisputed global leader brand in the branded basmati category. In this new journey of hard-working creative campaign development, the marketing team at India Gate went back to the drawing board, conducted extensive consumer researches across India and have developed market-specific communication pieces with a clear job-to-be-done defined across key markets.
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.
In West Bengal, the brand has a very regional take to a similar objective of driving conversion from loose to packaged basmati through a regional insight and a regional celebrity. In Bengal, the lady of the house is very particular about the quality of food that comes home to the point that she links it to the stature of her family. This is dialled up in a direct communication nudging consumer to choose India Gate Basmati over “khola chaal” (loose basmati).
In Maharashtra, the one market where India Gate is a challenger brand, a very hardworking route is adopted with the focus being on driving preference of India Gate as the being recommended by “9 out of 10 women in Maharashtra”. This campaign clearly focusses on creating preference amongst Marathi consumers for India Gate rice.
Mr.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. WB & MH are already available, and additional campaigns targeting particular markets are in development. So, keep this in mind the next time you reach into a bag of rice at your neighbourhood kirana store: never compromise on your loved ones, not even for Basmati rice.” he added.
The campaign has gone live in the new year with a massive media outburst on more than 40 TV channels, Digital and Social media platforms and other major media dissemination platforms.
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