India Gate food, the world’s no.1 basmati rice brand is always known for the trends they make in marketing. They create meaningful communication with their consumers. Now at this time, India Gate launched a new campaign ‘Basmati rice se no compromise’ which has proved that their marketing strategies are on a right track.
In this campaign the most famous OTT face Mr. Pankaj Tripathi delivered his dialogues with his humor has stolen millions of hearts. In this campaign, there is an appeal to rice-eating consumers to switch their taste from Kulla (loose) basmati rice to packed basmati rice. It’s a big challenge for any company to switch the taste of consumer but it becomes an interesting thing that is India Gate really did that job or not. It is a very challenging task.
Boasting a legacy of 130 years, India Gate is the undisputed global leader brand in the branded basmati category. In this new journey of hard-working creative campaign development, conducted extensive consumer research across India and developed market-specific communication pieces with a clear job to be done defined across key markets.
In Hindi-speaking markets, the campaign objective is to drive consumers to switch from loose (unbranded) basmati rice to branded basmati rice category. The core theme of the campaign is that you don’t have to compromise when picking basmati rice, a staple that makes your and your family’s everyday meals so much more special, just like you don’t compromise when it comes to other important moments of life. The commercials are based on an emotional approach that subtly hints to the customers that whenever they are purchasing and utilizing, they should not compromise on the quality.
The campaign has gone live in the new year with a massive media outburst on more than 40 TV channels, Digital and Social media platforms, and other major media dissemination platforms.
I enjoyed Pankaj Tripathi’s humor and the way he presents his dialogues are very connecting with the audience. So, in terms of casting Pankaj Tripathi was the best choice made by India Gate. Because audiences feel more connected with his dialogues and presentation.
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