Kunal Sharma decodes India Gate Food’s ‘No Compromise’ agenda this poll season

The 2024 Lok Sabha elections have seen brands of all hues come out with campaigns urging Indians to take part in the country’s democratic process and cast their votes.

Premium Basmati rice brand India Gate, a brand under the KRBL Ltd umbrella, launched Phase 5 of its ‘Apne Vote Se #NoCompromise’ campaign, featuring Vidya Balan. This initiative was aimed at raising awareness and encourage civic engagement, for which the brand also partnered with notable personalities such as Tisca Chopra, Baba Sehgal, Gaurav Gera, Bhagyashree, Dalip Tahil, and Shubham Gaur to emphasize the importance of voting.

With a rich industry experience spanning more than a century, KRBL Ltd has firmly established itself as the leading entity in the Indian rice industry and proudly holds the title of India’s first integrated rice company. Over the years, KRBL has continuously evolved, broadening its product offerings to delight customers across various geographies. In a market driven by consumer preferences, the company has consistently met the demand for healthy and balanced dietary products.

In an exclusive interview with Adgully, Kunal Sharma, Head of Marketing & Business Head for Modern Trade and Ecommerce at KRBL, elaborates on the campaign’s objectives, as well as the broader vision for India Gate Foods. He also sheds light on the company’s strategic initiatives and future aspirations.

What inspired India Gate Basmati Rice to initiate the “Apne vote Se Karo #NoCompromise” campaign? What are the primary goals you aim to achieve with this initiative?

At India Gate Basmati Rice, we hold our commitment to unwavering values. Whether it’s advocating for packaged Basmati Rice for an elevated dining experience, or encouraging individuals to vote and uphold their civic duty without compromise, our dedication remains resolute. As leaders in our category, we believe in upholding the highest standards in all facets of our work, empowering people to make informed choices, be it in their culinary preferences or their engagement in shaping society.

Thus, our campaign was born – ‘Apne Vote Se Karo #NoCompromise’ – which embodies a commitment to civic engagement and larger social responsibility. We urge our audience not to merely see Election Day as a holiday, but as a vital opportunity to exercise their democratic rights. This message aligns seamlessly with India Gate Food’s overarching #NoCompromise agenda, rooted in values of quality, integrity, and responsibility.

On a personal note, what motivated you to spearhead this campaign? What are your own reflections on the importance of voting and civic engagement?

I firmly believe that voting is not just a right, but a responsibility – one that empowers individuals to shape the future of their communities and country. Spearheading the “Apne Vote Se Karo #NoCompromise” campaign felt like a natural extension of my values. Casting a vote goes beyond the act itself; it involves actively engaging in democracy and fostering societal progress.

How did you select the celebrities involved in this campaign? What unique strengths do Vidya Balan, Dalip Tahil, Shubham Gaur, Tisca Chopra, Baba Sehgal, Gaurav Gera, and Bhagyashree bring to the table?

The selection of celebrities for our ‘Apne Vote Se Karo #NoCompromise’ campaign was carefully curated to encompass a diverse range of talents and perspectives, ensuring broad appeal and resonance across different segments of society. Vidya Balan’s gravitas and integrity, coupled with Dalip Tahil’s light-hearted yet authoritative presence, strike a balance that resonates with audiences of all ages. Gaurav Gera’s comedic talent adds a light-rated touch while driving home the importance of voting. Bhagyashree’s regal lineage from Sangli adds cultural significance and authenticity to our message. Shubham Gaur’s relatable humour and Tisca Chopra’s articulate advocacy further amplify our campaign’s call to action. Baba Sehgal’s unique style and reach in the digital space help us connect with diverse demographics. Together, these celebrities bring their strengths to the table, enriching our campaign and reinforcing its importance in driving positive change through active civic participation.

Could you elaborate on the significance of partnering with influencers from diverse backgrounds for this campaign? How do you envision this multi-dimensional approach enhancing the campaign’s impact?

By featuring influencers spanning different demographics and interests, we connect with a wider audience on a more personal level, fostering authenticity and relatability. This multi-dimensional, multi-regional approach enables us to address a spectrum of perspectives and concerns related to voting and civic engagement, sparking meaningful conversations and inspiring action across diverse communities. Ultimately, it enriches our campaign by creating a mosaic of voices that collectively reinforce the importance of active participation in the democratic process.

What are the core messages you hope to convey through this campaign? How do you plan to address the common perception of Election Day as merely a holiday?

Through our ‘Apne Vote Se Karo #NoCompromise’ campaign, we aim to convey two key messages. Firstly, we emphasize on the fundamental responsibility of citizenship: the importance of exercising one’s democratic right to vote. Secondly, we underscore the principle of making no compromises, whether it is about Basmati Rice or electing national leaders.

To address the common perception of Election Day as just another holiday, we employed a multi-faceted approach to nudge the citizens of India. Leveraging the influence of our celebrity partners and other content creators, we amplified our message. Additionally, we strategically deployed targeted campaigns on platforms like Meta and YouTube. Specifically, we placed our ‘Apne Vote Se Karo #NoCompromise’ pre-roll ads on YouTube, targeting users searching for holiday recipes like biryani, particularly on the day of voting in relevant areas. By aligning with these moments of engagement, we effectively reached our audience, seamlessly integrating our message into their browsing experience. This approach emphasized the importance of voting amidst family celebrations and highlighted the civic duty of participating in the democratic process.

What metrics will you use to measure the success of the ‘Apne vote Se Karo #NoCompromise’ campaign? What does success look like for India Gate Basmati Rice in this context?

For us, success involves not only enhancing brand visibility, but also driving increased voter engagement. We are encouraged by the record-high turnout of 69.16% in the fourth phase of the elections. While various factors contribute to this level of participation, we are proud to have indirectly supported civic engagement through our campaign efforts.

What have been the biggest challenges in launching and executing this campaign? What key learnings have you gained that could be applied to future initiatives?

One significant challenge was aligning our brand messaging with the sensitive topics of politics and civic duty. This required a delicate balance between promoting our brand values and respecting the gravity of the subject matter.