The brand plans to reposition its portfolio, educating consumers about packaged rice, and is also considering entry into the staple category.

The 60-day campaign in Tamil Nadu and Karnataka employed a multi-platform approach to redefine the role of Basmati in South Indian households.

Ranjana Mangla, head ad revenue, Sony LIV, speaks about the culinary show's exclusive streaming on the OTT platform.

The campaign's core message, "Tradition main ek naya rang khilta hai, jab usme India Gate Basmati milta hai", encourages consumers to explore the untapped potential of basmati rice in a wide range of dishes.