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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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Raghu Rai passes away at 83, leaves behind iconic legacy
Padma Shri-winning photographer documented history across 5 decades.
MUMBAI: The lens may have stilled, but the stories it captured will never fade. Raghu Rai, one of India’s most celebrated photojournalists, passed away on April 26, 2026, at the age of 83. He breathed his last at a private hospital in New Delhi after battling cancer and age-related health issues.
His son, Nitin Rai, revealed that Rai had been diagnosed with prostate cancer two years ago, which later spread to the stomach and, more recently, the brain. Despite multiple rounds of treatment, his health had declined in recent months.
Born in 1942 in Jhang, Punjab (now in Pakistan), Rai entered photography in his early twenties, inspired by his elder brother, photographer S. Paul. Beginning his career in the mid-1960s, he went on to build a body of work that spanned more than five decades, contributing to global publications such as Time, Life, GEO, Le Figaro, The New York Times, Vogue, GQ and Marie Claire.
His global recognition took a decisive leap in 1977 when legendary French photographer Henri Cartier-Bresson nominated him to join Magnum Photos, placing him among the world’s most respected visual storytellers.
Rai’s lens chronicled both power and poignancy. He photographed towering figures such as Indira Gandhi, Dalai Lama, Bal Thackeray, Satyajit Ray and Mother Teresa, while also documenting defining moments like the Bhopal gas tragedy later captured in his book Exposure: A Corporate Crime.
Over the years, he published more than 18 books, building an archive that blended journalism with artistry. His contributions were recognised early when he was awarded the Padma Shri in 1972 for his coverage of the Bangladesh War and refugee crisis. In 1992, he was named “Photographer of the Year” in the United States for his work in National Geographic, and in 2009, he was honoured with the Officier des Arts et des Lettres by the French government.
Rai is survived by his wife Gurmeet, son Nitin, and daughters Lagan, Avani and Purvai. His last rites will be held at Lodhi Cremation Ground in New Delhi at 4 pm on Sunday.
With his passing, Indian photojournalism loses not just a pioneer, but a patient observer of history, one frame at a time.
