India Gate spices up Gujarat with bold OOH pulav campaign

GUJARAT: India Gate, the flagship basmati rice brand of KRBL Limited, has partnered with WPP Media to execute a high-visibility out-of-home campaign supporting the launch of its new pulav variant across Gujarat.

The outdoor-led rollout spans Ahmedabad, Surat, Vadodara, Rajkot, Gandhidham, Navsari and Visnagar, reinforcing India Gate’s presence in a state with a strong affinity for pulav.

The campaign forms part of a broader integrated communication strategy across outdoor, television and digital platforms, aimed at delivering sustained visibility and high recall during the launch window.

A centrepiece of the activation is a large-format outdoor innovation on Sindhubhavan Road near Oxygen Park in Ahmedabad, along the busy stretch connecting SP Ring Road and SG Road. The installation features a larger-than-life steaming bowl of pulav, designed to visually convey aroma, freshness and flavour while dominating one of the city’s most trafficked corridors.

WPP Media anchored the plan in data-led site selection, using proprietary tools and audience impact measurement scores to identify high-density target locations. The strategy was further supported by Orbis to optimise reach and frequency within the core 25–55 age group over a short burst period. The campaign went live on 2 February, 2026 and runs until 20 February, 2026.

India Gate vice president – marketing and organised trade Kunal Sharma, said the integrated approach helped bring the product’s taste and aroma alive in a market that has a strong cultural connection with pulav.

WPP Media India head of media solutions Ajay Mehta, said the objective was to combine stopping power with cultural relevance, using outdoor as a high-impact anchor within an integrated media ecosystem.