Amitabh Bachchan leads India Gate ad linking food to Indian values

India Gate, a basmati rice brand, has launched a heartfelt brand film featuring actor Amitabh Bachchan The 100-second film titled “India Ka Swaad Chakhte Hai” highlights how food plays a role beyond nourishment in Indian culture. It shows four short stories where food connects people—whether it's welcoming guests, showing respect, or sharing with others.

With Amitabh Bachchan as narrator and anchor, the film starts with a thought of making Indian values go viral through food. Whether it's Atithi Devo Bhava or respecting the elders, the idea that "Values Viral Banate Hai" sits at the heart of the campaign. Through four stories, the campaign shows how Indian values appear in daily life—a student finds comfort in a familiar meal, a neighbour welcomes a newcomer, a foreigner experiences local hospitality, and a caregiver connects with a family through food.

Kunal Sharma, head of marketing and business head – modern trade and ecommerce, India Gate, said, “At India Gate, we’ve always believed that it’s the values we grow up with—like respect, generosity, care for elders, and hospitality—that truly shape who we are. This campaign is a tribute to those timeless principles that flow across generations and regions. Food, in this context, is the medium — a simple yet powerful way these emotions are expressed and carried forward. With Mr. Bachchan lending his voice, we hope to spark emotional reflection on what truly binds us as Indians.”

The campaign is being launched as a 360-degree integrated rollout, reaching audiences through cinemas, television, and digital platforms over the next five weeks. The film will be amplified through cinema screens across 32 cities (560+ screens). 

The film will run on national and regional channels such as Star Plus, Colors, Zee TV, Star Gold, Aaj Tak, Sun TV, Star Vijay, Star Jalsha, News18 Bangla, and others. It will also be promoted across digital platforms, connected TV, OTT, and through influencer content to reach a wider audience.