Mumbai, June 20, 2025 – India Gate, the renowned basmati rice brand, has unveiled a touching brand film, “India Ka Swaad Chakhte Hai,” featuring the legendary Amitabh Bachchan. The 100-second film celebrates the deep connection between food and Indian culture, showcasing how meals foster bonds, respect, and hospitality in everyday life.
Narrated by Bachchan, the campaign revolves around the theme “Values Viral Banate Hai,” highlighting timeless Indian principles like Atithi Devo Bhava (guest is god) and respect for elders. Through four relatable stories, the film captures moments of connection: a student finding solace in a home-cooked meal, a neighbor welcoming a newcomer, a foreigner experiencing Indian hospitality, and a caregiver bonding with a family through food.
Kunal Sharma, Head of Marketing and Business Head – Modern Trade and E-commerce, India Gate, shared, “This campaign is a heartfelt tribute to the values that define us—respect, care, and generosity. Food is more than sustenance; it’s a powerful medium to express these emotions. With Mr. Bachchan’s iconic voice, we aim to inspire reflection on what unites us as Indians.”
The campaign is rolling out as a 360-degree integrated effort, engaging audiences across cinemas, television, and digital platforms for the next five weeks. It will be showcased on over 560 cinema screens in 32 cities and broadcast on major channels like Star Plus, Colors, Zee TV, Aaj Tak, Sun TV, Star Vijay, and Star Jalsha. Digital amplification includes OTT platforms, connected TV, influencer collaborations, and social media to ensure a wide reach.
India Gate’s campaign, with Amitabh Bachchan’s emotive narration, is set to resonate with audiences, reminding them of the values that make India truly special.
Stay tuned to Approach Bollywood Newswire & App for more updates on this heartwarming campaign! Download Approach Bollywood App Now. https://play.google.com/store/apps/details?id=com.approach.bollywood&hl=en_IN&pli=1
