Ad Campaigns
India Gate serves a grainy masterclass in CTV with ‘Top-Class Choice’ campaign
MUMBAI — Basmati just got bold on the big screen. KRBL dished out a show-stealing Connected TV (CTV) campaign for its flagship India Gate Basmati Rice, using Huella Services’ NEXad to spice things up with interactive flair.
Dubbed Top-Class Choice, the campaign let viewers pick between “premium” options within the creative — a smart move that turned couch potatoes into engaged consumers. Over 1.35 million impressions, more than 12,400 user interactions, and a mouthwatering 96.22 per cent video completion rate. With a 0.90 per cent interaction rate, it left industry benchmarks simmering in its wake.
KRBL head of marketing & business head – modern trade & e-commerce, Kunal Sharma said, “At KRBL, we’ve always believed in staying ahead of the curve, and our ‘Only Top Class’ campaign truly embodies this vision. Partnering with NEXad and Huella enabled us to redefine CTV from just another viewing platform to an engaging and interactive touchpoint. Through real-time viewer interaction enabled by remote controls, we successfully created an innovative, seamless, and measurable brand experience directly on consumers’ TV screens. We’re proud to set a new benchmark for innovation in the CTV advertising space.”
Huella Services co-founder & CRO Mayura Nayak said, “With this campaign, we harnessed the power of interactive storytelling on CTV to elevate the India Gate brand message in an immersive way. The India Gate Basmati campaign is a testament to how NEXad can elevate brand storytelling and engagement on CTV. By merging choice with creativity, we’ve driven deeper viewer involvement and created a lasting impact. It’s a clear case of how CTV can merge scale with engagement.”
KRBL digital media lead, Raunak Rai said, “‘Only Top Class’ campaign effectively transformed KRBL’s brand communication, turning typically passive CTV viewers into active participants. Leveraging NEXad’s interactive features and Huella’s strategic execution, we created compelling interactions directly through TV screens. This innovative communication approach strengthens KRBL’s digital-first strategy and enhances engagement with today’s connected consumers.”
Rolled out across 20 cities, the campaign saw top-drawer performance from platforms like JioHotstar, JioTV+, and Zee5, helping it scale like a perfectly steamed pot of rice.
Independent validation from IAS and DCM confirmed the campaign’s aroma of success — with aces in brand safety, time spent, and engagement.
When rice meets tech, engagement isn’t just cooked — it’s pressure-cooked to perfection.
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.
