AWL Agri Business, under its Kohinoor Basmati Rice portfolio, has launched a new music-led campaign in Gujarat, featuring renowned Gujarati folk singer Aditya Gadhvi as the brand ambassador. The campaign seeks to strengthen Kohinoor’s presence in Gujarat and other western markets by connecting everyday meals with family bonds, cultural traditions, and shared moments around food.
At the heart of the campaign is a brand song rooted in Gujarati folk music traditions. The song celebrates home cooking, family gatherings, and shared meals, serving as the centerpiece of a television commercial that depicts authentic household moments. Through music-led storytelling, the TVC highlights rice as an integral part of daily family life while creating cultural resonance through local language, melodies, and visuals.
Jignesh Shah, head of media and digital at AWL Agri Business, said, “Kohinoor has been trusted by generations of Indian households. With this new song, we aim to celebrate the pride, warmth, and authenticity of Gujarati homes, while deepening our connection with consumers across key markets.”
Aditya Gadhvi added, “Rice has always been my comfort food. Creating this Gujarati song for Kohinoor allowed me to express my love for rice through melody, lyrics, and a youthful rap that reflects the spirit of Gujarat. It has been a joyful and creative journey, and I hope people enjoy the song as much as we enjoyed making it.”
The campaign is being rolled out across television and digital platforms, with the brand song serving as the central creative asset, reinforcing Kohinoor Basmati Rice’s position as a staple of family life and cultural connection.
