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Tag: Ayush Gupta

  • The campaign promotes the premium brand, India Gate Classic, as rice meant for special occasions

    India Gate Basmati festive campaign by Lowe Lintas

    By A Correspondent

     

    India Gate Basmati Rice has launched its new festive campaign to promote their premium brand, India Gate Classic, as rice meant for special occasions. The campaign film is conceived by Lowe Lintas Delhi.

     

    Talking about the campaign, Ayush Gupta, Business Head, KRBL Ltd. said: “As a brand, we are constantly trying to identify the personalized requirements of our customers. In India, festivals bring a sense of perfection and aspiration in everyone’s buying behaviour. As families will be spending more time together this year, the preparations are going to be even more elaborate. Food being an integral part of all our celebrations, India Gate Classic promises to be that perfect ingredient to impress your guests and make your festive meals delicious.”

     

    Added Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas: “This year, ‘taiyaari’ for the festive season takes on a new meaning, as most Indians will be at home and invested in the preparation themselves. And India Gate Classic plays a key role in these preparations. It is this ‘classic-ness’ of this Diwali that our idea tries to capture.”

     

     

  • The campaign is titled ‘India Ki Puraani Aadat’

    Lowe Lintas crafts new film for India Gate Basmati

    By A Correspondent

     

    India Gate Basmati Rice unveiled a new campaign conceived by Lowe Lintas Delhi titled ‘India Ki Puraani Aadat’.

     

    Said Ayush Gupta, Business Head, KRBL: “India Gate has been a part of Indian households since many years. Our baseline, ‘India ki Puraani Aadat’ says that beautifully. This is a unique angle on lockdown which belongs to the brand. The film is an ode to old habits from another old habit of India. We hope it makes you smile and gives you strength, to see this through.”.

     

    Commenting on the campaign thought, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas added: “India Gate is a brand that has always stood for all that is good about India. As families spend time indoors during the lockdown, they are rediscovering things they once used to do together, old habits they had always loved. The brand celebrates these ‘purani aadats’, habits that unite us and make us quintessentially Indian.”

  • These visuals will be combined with an emotional audio narrative celebrating these wonderful men

    M/Six gets India Gate Foods to celebrates gender-neutral homemakers

    By A Correspondent

     

    M/Six Content+ in partnership with Blush has collaborated with India Gate Foods to celebrate and honour their partners for rising up to the occasion and breaking the gender stereotypes during these hard pandemic times.

     

    Said Ayush Gupta, Business Head KRBL:  “Caring for each other, family bonding and rising up to the situation are some of the core brand values of India Gate Foods, which made this association a seamless brand fit to showcase the positive shift of traditional gender roles with everyone in the household a homemaker in the current scenario.”

     

    Added M/Six India Head Saket Sinha: “The initiative strongly ties back to the brand ethos and also seamlessly allows the product to be a part of the story”.

     

    Curated entirely from home, these visuals will be combined with an emotional audio narrative celebrating these wonderful men making this content an ode to all the homemakers, whether male or female.

     

     

  • With this launch, KRBL – one of India’s leading food companies, has set out to lead the charge in creating the superfood category with Quinoa

    PointNine Lintas campaign launches Quinoa

    By A Correspondent

     

    LinTeractive recently won the mandate from India Gate to launch its Quinoa brand. The agency unveiled an omni-channel campaign that deploys a combination of films, web/ mobile content, social media communities, on ground activations and also a digital website.

     

    With this launch, KRBL – one of India’s leading food companies, has set out to lead the charge in creating the superfood category with Quinoa.

     

    Said Ayush Gupta, Marketing Head KRBL Limited: “Indians as people have always loved their food. With changing times and growing health consciousness, we decided to introduce newer grains for newer lifestyles in India. This new India is fearless about trying new flavours, new foods and new cuisines. We want to feed this trend with interesting new grains like Quinoa that adds to a better life as well. However, we did not want to take a health stand on this because it would end up reducing Quinoa to an occasional food which people would try out maximum twice or thrice a month. We wanted Quinoa to be a part of an everyday mindset.”

     

    Added Deepak Agarwal, Executive Creative Director – PointNine Lintas: “Our approach to delivering the message of ‘Indulge, Guilt-Free’ was to keep it light-hearted and humorous .When the desire to eat ‘real food’ overtakes the desire to ‘get healthy’, most of the people are likely to indulge in their favourite comfort food and end up being guilty about their spur-of-the-moment choices. We chose to show people sumptuously eating burgers, kebabs & halwa while chastising themselves for all the ‘atonement’ they would have to do for entertaining this indulgence. The twist in the execution was that the very same people revealed the message that, indulgent dishes made from a nutritious India Gate Quinoa base as a part of the recipe meant that there was actually no reason to feel guilty at all.”

     

    Commenting on the campaign, Sumanta Ganguly, EVP – LinTeractive & National Director, Digital – PointNine Lintas, said“The campaign was going to be digital-first as a new premium food grain would naturally need to be investigated and experienced online. We mapped numerous user-journeys and created an omni-channel strategy to create interesting interventions at the most crucial touch-points – from discovering the quirky product film to drooling at quinoa delicacies on Instagram on to digging into why and how to consume Quinoa – all tied into a single brand idea of Indulgence without the baggage of Guilt. The insight was born out of the difficulty one experiences while letting go of the dishes that one has grown up eating, in favour of healthier ones.”