New Delhi: India Gate has unveiled a heartfelt new campaign film titled “India Ka Swaad Chakhte Hai”, featuring legendary actor Amitabh Bachchan. The evocative 100-second film pays tribute to the deeply rooted Indian values of hospitality, respect, care, and generosity—values that transcend generations and geographies through the powerful medium of food.
Narrated by Bachchan, the film begins with a simple yet stirring message: “Values Viral Banate Hai”—a reminder that in India, values aren’t taught, they’re lived and shared. Through four touching vignettes, it shows how food becomes the bridge that connects strangers, comforts the lonely, and expresses gratitude and belonging.
“At India Gate, we’ve always believed that it’s the values we grow up with—like respect, generosity, care for elders, and hospitality—that truly shape who we are. This campaign is a tribute to those timeless principles that flow across generations and regions. Food, in this context, is the medium — a simple yet powerful way these emotions are expressed and carried forward. With Mr. Bachchan lending his voice, we hope to spark emotional reflection on what truly binds us as Indians,” said Kunal Sharma, Head of Marketing & Business Head – Modern Trade & Ecommerce, India Gate.
The campaign will roll out in a 360-degree integrated format, across cinemas, TV, digital, OTT, and influencer platforms. The film will screen in over 560 cinema screens across 32 cities, and air on leading national and regional TV channels including Star Plus, Colors, Zee TV, Aaj Tak, Star Gold, Sun TV, Star Vijay, and Star Jalsha, among others. A strong digital push, combined with CTV, OTT and influencer-led storytelling, will ensure broad and immersive audience engagement across the country.
With “India Ka Swaad Chakhte Hai”, India Gate reinforces its brand promise of being more than just a food product. It positions itself as a symbol of Indian values and belonging, aiming to spark an emotional connection with consumers through the shared language of food and tradition.
