MxMIndia

Tag: KRBL Limited

  • Conceptualized and created by CreativelandAsia

    India Gate Basmati Rice rolls out new campaign

    By Our Staff

     

    India Gate Foods, Basmati Rice Brand from the house of KRBL Ltd, announces its new campaign “Basmati Rice Se No Compromise” with the onset of 2023.

     

    The campaign has been conceptualized and created by CreativelandAsia, the new agency-on-record for KRBL Limited, and features actor Pankaj Tripathi.

     

    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.”

     

  • 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.”