India Gate Basmati Rice has rolled out a film that celebrates how Indian households have brought back old habits during the lockdown.
The film has been conceptualised by Lowe Lintas and plays on the brand's though 'India ki puraani aadat' (India's old habits). It shows families across the country spending time together - for an indoor game of cricket, a board game, a TV show and more.
Ayush Gupta, business head, KRBL, said, “India Gate has been a part of Indian households for many years. Our baseline, ‘India ki Puraani Aadat’ says that beautifully. This is a unique angle on lockdown which belongs to the brand. The film is an ode to old habits from another old habit of India. We hope it makes you smile and gives you strength, to see this through.”
Janmenjoy Mohanty, regional creative officer, Lowe Lintas, said, “India Gate is a brand that has always stood for all that is good about India. As families spend time indoors during the lockdown, they are rediscovering things they once used to do together, old habits they had always loved. The brand celebrates these ‘purani aadats’, habits that unite us and make us quintessentially Indian.”
Sindhu Sharma, ECD, Lowe Lintas, said, “The film pays homage to all the old habits that are now helping us through these tough times. What happens when family, friends, colleagues are all stuck at home. The idea of the film evolved from there. What happens when writers, directors, actors are stuck at home. The execution of the film evolved from there. And honestly, figuring out the former was way easier than the latter. But in the end, nothing that a determined team and a fabulous network of friends and colleagues, armed with smartphones, cannot achieve.”
Client: Ayush Gupta, Saumya Sharma
Creative agency: Lowe Lintas, Delhi
Creative: Janmenjoy Mohanty, Sindhu Sharma, Kavita Kamath, Anshul Nagpal, Mohit Pasricha, Swati Kapoor
Account management: Tanul Bhartiya, Raghvendra Singh, Deeksha Saxena
Planning: Anurag Prasad, Pallavi Mehta
Production house: 1st December Films Director: Atul Kattukaran