India Gate Basmati Rice has launched a new marketing campaign with a fresh perspective. Aimed at encouraging consumers of South India to discover the culinary possibilities of basmati rice, transcending its traditional association solely with biryani.

India Gate has launched a new campaign aiming to cast a wider net with its latest campaign. From the zesty lemon and coconut rice to the flavorful tamarind rice and tomato rice, India Gate aims to redefine the role of basmati rice in South Indian cuisine, aiming to expand the basmati category. By doing so, India Gate is carving a niche for basmati in everyday South Indian cuisine.

With the core communication of “Tradition main ek naya rang khilta hai, jab usme India Gate Basmati milta hai,” the campaign encourages consumers to explore the untapped potential of basmati rice in everyday dishes. The brand has launched two ads in Tamil and Kannada, showcasing how traditional rice dishes can be elevated with the use of…

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