Ad Campaigns
India Gate Basmati Rice and Tarla join forces for a no-compromise experience
Mumbai: India Gate, the world’s No.1 basmati rice brand, is thrilled to announce its exciting collaboration with the highly anticipated film, “Tarla.” This captivating biopic delves into the remarkable life of India’s trailblazing home chef, Tarla Dalal. Released on Zee5 on 7 July 2023, the movie perfectly aligns with India Gate’s recent campaign, “Basmati Rice se no compromise.” In line with our belief that success comes without compromise, whether in life or the kitchen, this collaboration celebrates the uncompromising legacy of India’s renowned chef, Tarla Dalal.
Starring the talented Huma Qureshi in the lead role, supported by Sharib Hashmi, the film chronicles the inspiring journey of Tarla, a woman who revolutionized home cooking in India with her innovative recipes. Tarla Dalal, often regarded as ahead of her time, was the ingenious ‘inventor’ of numerous vegetarian dishes that continue to captivate taste buds even today. This collaboration serves as a befitting tribute to Tarla Dalal’s extraordinary contributions and legacy, perfectly aligning with the ideology of the India Gate brand.
KRBL Ltd. India head of marketing at India Gate Kunal Sharma said, “Our collaboration with the movie “Tarla” (portrayed by Huma Qureshi) is a celebration of Indian cuisine’s rich history and of Chef Tarla Dalal’s unyielding character. We are so pleased to work together and recognize Tarla Dalal’s outstanding contribution to Indian home cuisine as the premier brand of quality Basmati rice. India Gate being the first choice for most of the Indian household, you can spot your favourite basmati rice brand in Tarla’s kitchen as well.”
India Gate captivated its audience with enticing movie posters and inspiring videos across various digital platforms. One unique video featured the talented Huma Qureshi, portraying Tarla, as she demonstrated how to prepare the delectable vegetable biryani using the signature and world-renowned rice brand, India Gate. This captivating video was widely shared and leveraged on popular social media channels such as YouTube, Facebook, Instagram, and Twitter. The campaign received significant traction and garnered attention from both Huma Qureshi and RSVP Films, who shared their excitement and support through social media stories and mentions.
To expand their reach, India Gate employed a comprehensive digital marketing strategy, leveraging platforms like Instagram, Twitter, and YouTube. Furthermore, they seamlessly integrated their commercials into popular music applications and other electronic media advertisements. In addition to these efforts, India Gate promoted their Basmati Rice across diverse platforms, including gaming and CTV advertising, aiming to engage with a wide range of potential buyers.
Don’t miss the opportunity to stream “Tarla” on Zee5 and catch your favorite actress, Huma Qureshi, as she showcases her incredible talent in Tarla’s kitchen, where the presence of India Gate Basmati Rice is sure to be noticed.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
