KRBL launches marketing campaign in selected markets

10 Jan 2023 Evaluate

KRBL has launched a major marketing campaign that is going to be live on almost all top programmes and channels in selected markets. In the Hindi-speaking market, the company is taking on loose basmati rice with a series of three commercials featuring leading Bollywood and OTT face Pankaj Tripathi and nudging consumers that not to make a compromise in their relationship by choosing loose Basmati Rice for their homes. The company is making an attempt to move Basmati away from only special occasions like Diwali, Eid and specific dishes like Biryani to more everyday use and daily food items.

In West Bengal, the company has a very regional take to a similar objective of driving conversion from loose to packaged basmati through a regional insight and a regional celebrity. In Bengal, the lady of the house is very particular about the quality of food that comes home to the point that she links it to the stature of her family. The company dial this up in a direct communication nudging consumers to choose India Gate Basmati over ‘khola chaal’ (loose basmati).

In Maharashtra, the company is focusing on driving preference of India Gate as being recommended by 9 out of 10 women in Maharashtra. With increasing distribution, this campaign will focus on creating preference amongst Marathi consumers for India Gate rice.

KRBL, the largest integrated rice miller of the country, is one of the major producers of rice products (both basmati and non-basmati rice).

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