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When Rice Finds Rhythm Kohinoor turns Gujarati pride into a brand anthem
MUMBAI: Rice met rhythm this festive season as AWL Agri Business Ltd., under its premium Kohinoor Basmati Rice portfolio, unveiled a new brand song in collaboration with celebrated Gujarati folk singer Aditya Gadhvi. The launch also marks Gadhvi’s onboarding as Kohinoor’s brand ambassador, strengthening the brand’s cultural connect across Gujarat and key western markets.
Rooted in Gujarati musical idioms and contemporary folk expression, the song celebrates warmth, togetherness and the emotional pride associated with home-cooked meals. It positions rice not just as a staple, but as a shared memory maker echoing the role Kohinoor Basmati Rice has played in Indian kitchens for generations.
The campaign is anchored by a new television commercial that brings the music to life through everyday Gujarati family moments. Cultural nuances, familiar rituals and Gadhvi’s signature musical style come together to create a narrative that feels lived-in rather than staged, reinforcing Kohinoor’s long-standing association with trust and authenticity.
Commenting on the launch, AWL Agri Business head of media & digital Jignesh Shah said the collaboration reflects the brand’s intent to build deeper emotional relevance. Kohinoor, he noted, has always aimed to resonate with the cultural fabric of its consumers, and the music-led approach allows the brand to celebrate Gujarati pride, warmth and everyday traditions in a way that feels natural and engaging.
For Gadhvi, the association was deeply personal. He described rice as his comfort food across cuisines and geographies, and the project as an opportunity to express that connection through music. The Gujarati melody, rooted lyrics and a youthful rap section inspired by local rhythm, he said, reflect the soul of Gujarat while speaking to a new generation.
With this launch, Kohinoor Basmati Rice uses music as a bridge between tradition and contemporary expression, reinforcing its timeless values of aroma, authenticity and the joy of cooking for loved ones, one grain, and now one song, at a time.
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Kate Rouch steps down as OpenAI Chief Marketing Officer
Marketing leader prioritises health after late-stage breast cancer diagnosis.
MUMBAI: When the toughest battle moves from the boardroom to the personal front, even the sharpest minds know it’s time to step back and focus on winning the most important fight of all. Kate Rouch, chief marketing officer at OpenAI, has announced she is stepping down from her role to focus on recovery following a diagnosis of late-stage breast cancer.
In a heartfelt LinkedIn post, Rouch revealed she was diagnosed around a year and a half ago, shortly after taking on the CMO position. Despite undergoing intensive treatment, she continued to lead the company’s marketing function through what she described as one of the most challenging periods of her career.
She explained that while she remained deeply committed to her role and team, she had reached a point where prioritising her health and recovery had become essential. Rouch called the decision difficult, noting it required acknowledging personal limits and shifting priorities. She reflected that the experience had reshaped her understanding of courage not always about pushing harder, but sometimes about stepping back to focus on long-term wellbeing, family and sustainability.
Rouch expressed gratitude to her team and colleagues for their support. She mentioned that Gary will step in to help lead the function and recruit a successor. She plans to support the transition and remains open to returning in a different capacity in the future, depending on her health.
Prior to joining OpenAI, Rouch served as the first chief marketing officer at Coinbase and spent over a decade at Meta, where she was vice president and global head of brand and product marketing.
She also thanked well-wishers for their messages and shared that stories from fellow survivors had a meaningful impact during her treatment journey.
In the high-stakes world of tech marketing, Kate Rouch has always been known for her strategic brilliance. Now, she is showing a different kind of strength, one that reminds us that even the most driven leaders sometimes need to pause, heal, and come back stronger when the time is right. Wishing her a full and steady recovery.
