MAM
Crown Rice turns Delhi’s daily traffic into a billboard of basmati-powered bliss
MUMBAI: In Delhi, it’s not just the traffic that’s bumper-to-bumper—so are the eyes glued to Crown Rice’s new out-of-home (OOH) campaign. Unveiled across the capital’s busiest stretches, the basmati giant’s latest ad blitz has served up emotion, nostalgia and hunger in equal measure, all under the heartwarming banner of ‘Khushiyon Ka Khazana’.
From bustling roundabouts to metro hotspots, DRRK Foods’ flagship brand is now smiling down on thousands with visuals that scream flavour, family and festivity.
“At Crown Rice, we believe that food is at the heart of every happy moment, whether it’s a festive feast or a simple family dinner. With our ‘Khushiyon Ka Khazana’ campaign, we’re celebrating those everyday moments of togetherness that begin with a wholesome plate of basmati rice. This campaign is our way of reaching out to families and being a part of their special moments, and very soon, we are planning to extend this initiative to other regions of north India,” said DRRK Foods joint MD Vikram Marwaha.
While other FMCG brands try to shout louder, Crown Rice has taken a more poetic route—stirring hearts with aroma-led memories and dinnertime nostalgia. In a city where the average red light lasts longer than most Netflix reels, Crown’s billboard strategy is banking on meaningful glances turning into memorable mealtimes.
The campaign also underscores DRRK Foods’ larger ambitions in metro markets, aiming to boost brand affinity and visibility in the cluttered consumer landscape. And judging by the current chatter, it’s already doing just that.
So, next time you’re stuck in Delhi traffic, don’t be surprised if you catch yourself craving rice, not road rage.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
