Amitabh’s recipe for timeless moments

KRBL Limited, the world’s largest rice millers and makers of India Gate Basmati Rice, has announced the launch of its latest campaign for its flagship premium product, India Gate Classic Basmati Rice. The campaign, titled “Banaiye Har Pal Classic” (Celebrate classic moments with gold standard Basmati), highlights the importance of togetherness and cherishing life’s most precious moments with loved ones.

The centerpiece of the campaign is a film narrated by veteran actor Amitabh Bachchan, which uses time as its central theme to capture the essence of shared experiences around food. The film features three evocative narratives – a mother with her young daughter, a grown son with his elderly mother, and a couple navigating the pressures of daily life. Through these stories, the campaign emphasizes how small yet meaningful moments often slip away in today’s fast-paced routines and encourages people to pause and reconnect with their loved ones.

Speaking on the launch, Kunal Sharma, Vice President – Marketing and Organized Trade, KRBL Limited, said, “In today’s fast-paced world, we often get lost in the rush of schedules, deadlines, and responsibilities, forgetting to pause and give time to our loved ones. Launched just ahead of the Indian festive season, with ‘Banaiye Har Pal Classic’, we aim to encourage families to come together, spend time, and create lasting memories. Food becomes the quiet hero of the narrative, the thread that ties these moments together.”

The campaign also draws a symbolic connection between the meticulous two-year aging process of India Gate Classic Basmati Rice and the nurturing of relationships. Just as the rice is aged with care to achieve perfection, the film highlights the need to nurture bonds with time and attention. Sharma added that KRBL’s role extends beyond selling products, aiming instead to shape culture and inspire behaviors that prioritize togetherness.

KRBL Limited has been steadily expanding its identity from a rice company to a diversified foods company. The brand has recently forayed into complementary product categories such as Biryani masala and healthy edible oils, leveraging its extensive supply chain and distribution network. This strategy has enabled the company to achieve 2x growth in its domestic business over the last five years, strengthening its leadership position across retail channels. KRBL currently holds a 39% share in General Trade, 41% in Modern Trade (MAT July 2025), and 44% in E-commerce (July 2025 exit). The company has also reported a 19% compound annual growth rate (CAGR) over the past four years, reinforcing its dominant presence in the market.

The Banaiye Har Pal Classic campaign will be promoted through a 360-degree marketing strategy. The media plan spans television and connected TV, major OTT platforms including JioCinema, Hotstar, Zee5, SonyLiv, and MX Player, as well as digital platforms such as YouTube and Meta. The campaign will also be supported through outdoor advertising, cinema, and in-store activations, ensuring broad visibility across urban and semi-urban markets.

By combining a powerful emotional narrative with extensive market reach, KRBL aims to reinforce India Gate Classic Basmati Rice as more than just a premium product, positioning it as a symbol of togetherness and celebration during the festive season and beyond.