India Gate, the basmati rice brand from the house of KRBL, has launched a Ramadan campaignn #EmotionCalledBiryani. Conceptualised by Maximus Collabs, the campaign highlights how the people celebrate the festivities and break their fast with biryani, which is more than just food to them.
The films showcase how biryani in India is not just a loved delicacy, but an emotion that is associated with Ramadan.The films are based in Delhi and Lucknow respectively and show how Muslims in each of the states go about their day during the fasting period. The brand aims to tell the viewers how the delicacy makes the post-fast celebration even more special, making it an emotion.
Ayush Gupta, business head, KRBL, said, “You will agree, when it comes to biryani, every time you want it to be special- filled with flavours. The cities and marketplaces are also all open. People now want to go out and enjoy biryani and after long, making it even more special, our new campaign celebrates this #EmotionCalledBiryani. With this we aim to celebrate Biryani and create a recall on the core value of our brand. India Gate Basmati rice is an inseparable part of celebrations at every home in India. Our customers love to make a Classic Impression on their guests through this wonder grain”.
Ayush Gupta, business head, KRBL, “Everyone has their favourite places whose Biryani they swear by. Be it a restaurant, a small tuck shop or one prepared at home by Ammi or their favourite chacha jaan, fufi or khala. India Gate has invited more than 150 micro-influencers to visit their favourite Biryani place this Ramadan and share their experience of why Biryani is an Emotion for them.”
Manisha Singh, founder – Maximus Collabs, said, “The ignition point of this campaign was inspired by the thought that every household has its own secret recipe of biryani. The places also, stand tall by serving Biryani over centuries and decades and still pull back people due to their taste. All these places and recipes hold a special emotion in the hearts of each and every Indian. As a county Biryani has always been a part of all our celebrations …it was time to give its due to this emotion.”