(source : ANI) ( Photo Credit : ani)
KRBL Limited, the world’s largest rice miller and the brand behind India Gate Basmati Rice, just launched an exciting new campaign for its premium India Gate Classic basmati rice. This two-year aged variety is all about that perfect, golden-standard flavor. The campaign, called “Banaiye Har Pal Classic,” urges families to celebrate togetherness and savor life’s special moments with loved ones—especially over a delicious meal.
What makes this campaign stand out? It uses time as its heartfelt theme, featuring three touching stories narrated by the iconic Amitabh Bachchan. Picture this: a mother bonding with her young daughter, a grown son sharing quiet time with his elderly mom, and a busy couple finding joy amid everyday chaos. These stories highlight how simple moments with family—shared over food—turn ordinary days into lifelong memories. India Gate Classic rice steps in as the star, symbolizing strong bonds, lasting relationships, and the pure happiness of being together.
Kunal Sharma, Vice President of Marketing and Organized Trade at KRBL, shared his thoughts on the launch. “In today’s fast-paced world, we rush through schedules and deadlines, often forgetting to pause for our loved ones,” he said. Timed perfectly before the Indian festive season, the campaign encourages everyone to gather, spend quality time, and build those precious memories. Food plays the role of the unsung hero, weaving these moments together. Sharma also drew a clever link between nurturing family ties and how KRBL carefully ages India Gate Classic rice for two full years to reach perfection.
KRBL isn’t just about rice anymore—they’re evolving into a full foods company. They’ve smartly expanded into related products like biryani masala and healthy edible oils, using their strong supply chain to reach more homes. This focus has paid off big time: their domestic business doubled in the last five years. Today, they lead the market with a 39% share in general trade, 41% in modern trade (as of MAT July 2025), and 44% in e-commerce (July 2025). The company has seen a solid 19% CAGR over the past four years.
To spread the message far and wide, KRBL rolled out a 360-degree marketing push. You’ll catch the ad on TV and connected TV, streaming platforms like JioCinema, Hotstar, Zee5, SonyLiv, and MX Player, plus digital spots on YouTube and Meta. They’ve even added outdoor ads, cinema screenings, and in-store activations to inspire families across India to cherish those everyday joys.
Want to know more about India Gate Classic basmati rice or KRBL’s world-class rice milling? Check out https://krblrice.com/. And don’t miss the campaign video here: https://mma.prnewswire.com/media/2776442/KRBL_Limited_New_Campaign.mp4.
(Note: This is based on a press release from PRNewswire.)
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