MAM
Daawat stirs the pot as ‘Rice Your Awareness’ takes India by storm
MUMBAI: India is having a rice renaissance, and Daawat wants you to take the first bite. LT Foods, the global FMCG major behind Daawat, has launched ‘Rice Your Awareness’, a four-week nationwide initiative urging Indians to rethink everything they assume about rice starting with a month-long challenge that’s already turning into a social media movement.
At the heart of the campaign lies #OnlyRiceNovember, a conscious-consumption challenge that encourages people to commit to mindful eating by exploring Basmati’s nutritional benefits. Participants who sign up through Daawat’s dedicated portal get access to expert-curated meal plans crafted by leading nutritionists, aimed at showcasing how rice can fuel energy, support gut health, and boost overall well-being without the myths that often surround it.
The movement has struck a surprisingly emotional chord. On the very day the challenge launched, over 10,000 people signed up, turning what began as a nutrition-forward experiment into a fast-growing community moment. Users earn digital achievement badges, track their progress, and share daily updates transforming mindful eating into a shared lifestyle shift.
More than 500 nutrition-focused influencers and popular fitness creators have jumped on the challenge, amplifying the conversation across platforms. Actor Neha Dhupia was among the first to take the pledge, nudging fans to ditch the guilt and embrace rice with awareness, not apprehension.
LT Foods CEO for India business & Far East Ritesh Arora said the movement is overdue, “It’s time to celebrate the truth about rice, especially Basmati. A staple that has nourished generations continues to be central to balanced, healthy living. ‘Rice Your Awareness’ is more than an initiative, it’s a movement.”
Daawat chief marketing officer K. Ganapathy Subramaniam added that has long championed meaningful food conversations, “From World Biryani Day to product innovations, Daawat has led the way. This initiative brings together experts and consumers to highlight Basmati’s nutritional relevance in everyday well-being.”
India’s food culture is in the middle of a strange identity crisis, one where rice is often unfairly villainised, despite its millennia-long role in nourishment. LT Foods uses this moment to counter misinformation with science-backed guidance, personalised meal plans and a nationwide chorus of wellness voices.
And the approach is working. What began as a pledge is becoming a month-long cultural movement, one that reframes rice not as a dietary compromise, but as a wholesome, versatile, modern-day staple especially when eaten mindfully.
With thousands still joining the challenge, #OnlyRiceNovember is shaping up to be a deliciously disruptive celebration of India’s most-loved grain.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
