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.