Ad Campaigns
Wavemaker India wins media mandate for KRBL
Mumbai: Wavemaker India, has won the media mandate of KRBL Ltd, world’s largest miller and exporter of basmati rice. India Gate, the World’s No. 1 Basmati rice is the flagship brand of KRBL.
Headquartered in Noida, KRBL is known for its premium quality of basmati rice sold globally. The account will be managed out of Wavemaker’s Delhi office.
On this new partnership with Wavemaker, KRBL India head of marketing Kunal Sharma said, “KRBL with it’s flagship brand India Gate is focussed on playing the role of category captain in the basmati rice segment. While the brand has launched multiple new communications for specific markets pan-India, the need of a robust 360-degree media strategy and planning approach to support this new communication strategy was felt because of which a media pitch was called for. After a rigorous process of presentations and evaluation, we are happy to share that Wavemaker India has won the mandate to be our partner in this interesting phase of the category’s journey. With its strong team and multi-media capabilities, we feel that this relationship is going to be an extremely rewarding one.”
Wavemaker CEO – South Asia Ajay Gupte commented on the win, “We are thrilled to announce our exciting partnership with KRBL, a truly remarkable heritage brand with an illustrious 130-year old history and an indisputable stronghold in the market. With our extensive expertise in media and consumer journey, driven by robust data capabilities, we are supremely confident in our ability to bring the Wavemaker touch to KRBL’s marketing endeavours, thereby taking the brand to new heights of success and excellence.”
Commenting on the win, Wavemaker India chief client officer & head – North and East Mansi Datta said, “We are quite thrilled to have gained this mandate. KRBL’s conversations are rich in emotional connections with the audience. We are convinced that with our unique expertise on board, we will work towards campaigns which align with KRBL’s mission as a brand and generate interesting buzz and conversations, allowing it to continue to be a trailblazer as it has been for so long.”
KRBL’s remarkable journey began more than a century ago with two brothers. The legacy has grown to become the world’s largest Basmati rice brand. Their most popular brand – India Gate – is often rated as the world’s best basmati rice. KRBL is a worldwide trusted brand that offers a variety of quality products in the basmati rice, non-basmati rice, and health food segments that include Quinoa, Chia seeds, Flax seeds, Brown rice & Low GI Rice. With almost a century of industry expertise, KRBL Ltd has established itself as a world leader in the Basmati rice sector.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
