Campaign India Team
Apr 21, 2022

India Gate believes in an #EmotionCalledBiryani

Watch the films conceptualised by ​​Maximus Collabs here

India Gate, the basmati rice brand from the house of KRBL, has launched a Ramadan campaignn #EmotionCalledBiryani. Conceptualised by Maximus Collabs, the campaign highlights how the people celebrate the festivities and break their fast with biryani, which is more than just food to them. 
 
The films showcase how biryani in India is not just a loved delicacy, but an emotion that is associated with Ramadan.The films are based in Delhi and Lucknow respectively and show how Muslims in each of the states go about their day during the fasting period. The brand aims to tell the viewers how the delicacy makes the post-fast celebration even more special, making it an emotion. 
 
 
Ayush Gupta, business head, KRBL, said, “You will agree, when it comes to biryani, every time you want it to be special- filled with flavours. The cities and marketplaces are also all open. People now want to go out and enjoy biryani and after long, making it even more special, our new campaign celebrates this #EmotionCalledBiryani. With this we aim to celebrate Biryani and create a recall on the core value of our brand. India Gate Basmati rice is an inseparable part of celebrations at every home in India. Our customers love to make a Classic Impression on their guests through this wonder grain”.
 
Ayush Gupta, business head, KRBL, “Everyone has their favourite places whose Biryani they swear by. Be it a restaurant, a small tuck shop or one prepared at home by Ammi or their favourite chacha jaan, fufi or khala. India Gate has invited more than 150 micro-influencers to visit their favourite Biryani place this Ramadan and share their experience of why Biryani is an Emotion for them.”
 
Manisha Singh, founder – Maximus Collabs, said, “The ignition point of this campaign was inspired by the thought that every household has its own secret recipe of biryani. The places also, stand tall by serving Biryani over centuries and decades and still pull back people due to their taste. All these places and recipes hold a special emotion in the hearts of each and every Indian. As a county Biryani has always been a part of all our celebrations …it was time to give its due to this emotion.” 
 
Source:
Campaign India

Related Articles

Just Published

19 hours ago

South Korea fines Meta $15 million over data breach

Meta faces the multi-million dollar penalty for funnelling sensitive user data to advertisers, as South Korea tightens its privacy laws.

19 hours ago

Amazon India launches Creator Central to streamline ...

The platform will roll out to over 50,000 content creators in the Amazon Influencer Program in the coming weeks.

20 hours ago

Phyllis Project: Attempting to rewrite the script ...

The initiative aims to reshape DEI in APAC, empowering women to thrive in advertising through mentorship, community, and practical training.

21 hours ago

Skoda India banks on localised marketing to ...

The automobile company will focus on localisation with a digital-first approach to establish an emotional connection with consumers for the newly launched vehicle.