India Gate Basmati Rice, part of KRBL, has partnered with Landor Associates, a brand consulting and design firm, for the launch of its new packaging which is specifically designed with a consumer-first approach and aims to educate and empower consumers, enabling them to make informed choices based on their unique preferences and requirements.
The journey to this milestone, as per KRBL, began with a deep dive into consumer behavior, aiming to address significant gaps in the category and key challenges like lack of detailed product knowledge and price-driven decision-making which further laid the foundation for the new packaging.
Designed to simplify choices, provide transparency, and strengthen consumer trust, this new packaging brings together global expertise to address complex challenges, such as the integration of modern design elements with India Gate’s rich legacy and ensures that the packaging resonates with diverse consumer mindsets.
Through extensive research and validation, the new packaging designed by Landor Associates emerged as a solution that blends tradition with innovation, empowering consumers with detailed product information, consumer-forward illustrations and interactive features like QR codes.
By segmenting the portfolio based on mindsets like The Perfectionist, The Quality-Seeker, The Taste Champion, and The Smart Shopper, KRBL now ensures a tailored experience for every consumer.
That said, the revamped packaging which comes after three decades of India Gate Basmati Rice’s inception is just the beginning of a multi-phase campaign that was launched on January 29, 2025 at a grand premiere happening at PVR Director’s Cut, Vasant Kunj, marking a bold step in redefining consumer engagement in an otherwise low-engagement category.
For maximum impact, the 360-degree marketing campaign will span across digital, on-ground, influencer, and in-cinema activations with striking hoardings commanding attention in 200+ sites across 14 cities and anamorphic displays at iconic landmarks and a 45-day presence at Mahakumbh creating mass visibility. In addition, AI-enabled robots and selfie booths at Reliance stores will also transform consumer interaction into immersive experiences.
Apart from these, Amitabh Bachchan, top film critics and directors, including Karan Johar, Vignesh Shivan and Rajiv Masand along with an army of prominent influencers, also amplified the campaign’s influence.
On the digital front, what added further to this momentum was BookMyShow roadblocks, Meta, YouTube, and OTT campaign which ensured massive reach, while activations and partnership with quick-commerce giants like Swiggy Instamart, Zepto and BlinkIt.
“The movie premiere was the ideal stage to unveil this milestone. Films are about storytelling, and we wanted to leverage that power to ensure maximum engagement. This high-impact ATL campaign was designed to dominate the conversation with a mix of creativity and innovation. From anamorphic displays at iconic landmarks to immersive AI-enabled robots in retail stores, every element was crafted to create a buzz that resonated across platforms and geographies,” said Kunal Sharma, Head of Marketing and Business Head- Modern Trade and E-commerce, KRBL.
“With 20% of the marketing budget driving this initiative, we reached new heights of visibility and engagement. We didn’t just unveil packaging; we redefined how brands engage with their audiences. By combining the glamour of Bollywood with cutting-edge activations, this campaign stands as a benchmark for scale, depth, and impactful storytelling in the industry,” he added.
To this, Ayush Gupta, India Business Head, KRBL, added, “The new packaging represents a significant step forward in our mission to empower consumers. By addressing long-standing consumer challenges, we aim to redefine how consumers interact with basmati rice. Every detail, from AR-enabled QR codes to variant-specific prefixes, is designed to make their journey easier and more rewarding. This is packaging with a purpose—intelligent, engaging, and deeply rooted in our values. This initiative not only reflects our dedication to quality and innovation but also strengthens our legacy as a trusted leader in the industry.”
