This Diwali, India Gate Foods, the World’s No. 1 Basmati Rice brand, has launched the #ClassicRishta promotion for its flagship product, the 2-year aged India Gate Classic Basmati Rice.
The interactive advertising allows the spectator to see the same film in two different ways. And learn two distinct secret recipes.
This is the first ad film of its kind with a Classic Twist, as well as the “World’s First Interactive Ad.”Without the voice-over. The ad film progresses as a standard biryani recipe video. Which, with the voice-over, transforms into a recipe for strong, healthy relationships. And concludes with the essence – #Classic”.
Rishta nahi, banaaya jata hai… Jaise India Gate Basmati Rice… aapki har Dish ko… Classic! With special occasions approaching and the mood becoming festive.
Further, the company intends to contribute by depicting the entire process of cooking biryani as a true recipe of love and family togetherness, giving the notion a ‘Classic Twist’ with this new short video.
India Gate Classic Basmati Rice is the ideal choice for any special occasion during Diwali, making a fantastic aroma statement.
“We’ve noticed a lot of congestion in communication and marketing, especially around holidays and special occasions.” We wanted to break through the congestion by showing the World’s No. 1 Basmati Rice brand doing yet another ‘World’s First.’ To achieve this, we told our agency partners to create something creative and engaging for Diwali that will leave a lasting impression on people, just like India Gate Classic Basmati rice.”
KRBL India’s Business Head, Ayush Gupta
“Diwali is a time when friends and family get together to celebrate the festivities, with food serving as the foundation for traditional connections. What better foundation for a #ClassicRishta than India Gate Classic Basmati Rice? As a result, we requested our agency partners to create a campaign that would awe viewers and become the talk of the internet throughout Diwali.” Social Cloud Ventures Pvt. Ltd., a fast-growing digital content and media business based in New Delhi, conceptualized, managed, shot, and sold the campaign”.
Kunal Sharma, KRBL India’s Head of Marketing
“India Gate Foods is a brand that has spelled premium quality, class, and customer-centricity for years,” It was difficult to produce something that would highlight such qualities in the best possible light and promote their high-quality goods in a simple, yet effective manner. We used the term ‘Classic’ as the key punchline and offered three alternative storylines of it, creating: a Classic Biryani, a #ClassicRishta with friends and family, and a Classic Twist to amaze viewers with the ‘World’s First Interactive Diwali Ad.’ We hope that this Classic Twist would entertain people during Diwali while also setting a new standard in FMCG marketing and communication in India.”
says Nipun Arora, Founder of Social Cloud Ventures.
About KRBL Ltd – India Gate Foods
