Leysha Basmati Rice, part of SSIEL Group, has appointed actor Yami Gautam Dhar as its brand ambassador. She will front the brand’s upcoming communication, built around the philosophy “Cook Brilliance Today”. The association will run across television, OTT, cinema, outdoor, digital and social media, and will also cover product launches and consumer events.
The campaign puts rice at the centre of everyday Indian meals, from dal-chawal and rajma chawal to kheer and biryani. Its core idea is that small choices, such as the quality of ingredients, can turn an ordinary meal into a memorable one.
According to the brand, Yami’s association followed her own exploration of different basmati varieties. She tasted them to understand how they differ, and said Leysha’s aroma stood out even before the first bite. Speaking on the partnership, she said brilliance lies in the small, thoughtful choices made every day, and that rice is integral to every Indian household. She added that she is happy to carry the idea of everyday brilliance into homes across India.
Aman Gupta, managing director, SSIEL Group, said Yami combines a contemporary outlook with a deep connection to the warmth and traditions of Indian families. He noted that Indian food has evolved while staying rooted in culture, and that Leysha’s promise is to bring brilliance to every food memory, in every grain. With Yami, he said, the brand sees a chance to celebrate that in a way that feels fresh, relevant and truly today.
