Amitabh Bachchan Headlines India Gate’s New Campaign Linking Food with Indian Values. The campaign rolls out across cinemas, television, and digital platforms in a 360-degree push over the next five weeks.
India Gate, the renowned basmati rice brand, has launched a new brand film featuring iconic actor Amitabh Bachchan. Titled “India Ka Swaad Chakhte Hai”, the 100-second film goes beyond the plate, highlighting food as a carrier of culture, emotion, and deeply rooted Indian values.
Narrated by Amitabh Bachchan, the film opens with a powerful thought: making Indian values go viral through food. Centered around the idea that “Values Viral Banate Hai”, the campaign brings to life how everyday meals reflect traditions like Atithi Devo Bhava and respect for elders-values passed through generations.
The film unfolds across four short, emotive stories:
- A student finds comfort in a familiar meal away from home.
- A neighbour welcomes a new resident with a warm plate.
- A foreigner experiences Indian hospitality firsthand.
- A caregiver bonds with a family through shared food.
Each story is a reflection of how food serves as a bridge-between people, communities, and generations.
Kunal Sharma, Head of Marketing and Business Head – Modern Trade and E-commerce at India Gate, said:
“At India Gate, we believe our core values-respect, generosity, care for elders, hospitality- are what truly define us. This campaign is our tribute to those principles, carried forward through something as universal and meaningful as food. With Mr. Bachchan’s voice guiding the narrative, we hope to inspire emotional reflection on what connects us all as Indians.”
The campaign is launching as a comprehensive 360-degree rollout over the next five weeks. It will reach audiences through:
- Cinemas: Screened across 560+ screens in 32 cities.
- Television: Aired on leading national and regional channels including Star Plus, Colors, Zee TV, Star Gold, Aaj Tak, Sun TV, Star Vijay, Star Jalsha, News18 Bangla, and more.
- Digital: Promoted via digital platforms, OTT services, connected TV, and influencer content to extend reach and engagement.
By weaving Indian values into a storytelling format, India Gate aims to create a strong emotional connection with its audience-celebrating not just the taste of food, but the spirit of togetherness it represents.
