KRBL’s India Gate Basmati Rice unveils bold OOH campaign

KRBL’s India Gate Basmati Rice is making waves with a high-impact Out-of-Home (OOH) campaign launched like a movie premiere. Spanning multiple metro and key cities, the campaign blends 3D anamorphic billboards, dynamic tear-effect hoardings, and larger-than-life cutout installations to create a unique consumer experience.
The campaign’s teaser phase featured bold hoardings with "Phata Poster, Nikla Star," sparking curiosity across high-traffic urban locations. The grand reveal, with the tagline "India’s Favourite Cooking Star in a New Avatar," highlighted India Gate’s modern transformation while honoring its heritage.
Creative design innovations amplified the impact—jut-out installations featured 3D rice bags appearing to break through hoardings, and anamorphic 3D billboards in key cities created optical illusions that captured attention and went viral on social media.
As part of KRBL’s 360-degree brand refresh, the OOH campaign complemented a series of digital activations across platforms.

Reflecting on the holistic approach, Kunal Sharma, Head of Marketing & Business Head at KRBL, said: “Outdoor advertising was a key pillar of our brand refresh, and this campaign helped us deliver a lasting impact. The strategy of building intrigue through teasers and creating compelling reveals allowed us to craft a journey of discovery for consumers. Every element of this campaign was designed to reflect India Gate’s transformation while reinforcing our leadership in the basmati rice category. With the momentum we’ve built, we are confident in pushing our market share beyond 50% and strengthening connections with both loyal and new consumers.”

Kamal Kant Kanaujia, DGM Marketing at KRBL, shared his thoughts on the campaign: “The transformation and unveiling of India Gate’s new look called for a campaign that could captivate consumer attention, sparking intrigue and culminating in delight. Out-of-home (OOH) advertising was strategically chosen as a key element of the media mix, with an overnight transition from teaser to reveal—timed perfectly with the digital unveiling by Amitabh Bachchan. The campaign garnered widespread recognition and acclaim.”

With its engaging storytelling, bold creative execution, and emotional appeal, the campaign represents a new chapter for India Gate Basmati Rice. It’s more than just a marketing initiative—it’s a cultural moment that blends tradition and modernity seamlessly while setting the stage for future growth.