Mumbai: Tilda, the UK’s No.1 rice brand and a long-standing favorite among Indian households and the global diaspora, has launched its latest brand campaign — ‘Feel Home with Tilda’ — celebrating the emotional journeys of Indians as they travel across the world. More than a pantry staple, Tilda positions itself as an enduring symbol of home, memory, and cultural connection that travels with every Indian abroad.
In a strategic effort to engage with NRIs and globally mobile Indian consumers, the brand has unveiled a striking large-format billboard campaign at New Delhi International Airport’s departure terminal. The placement is intentional — reaching people at one of the most emotionally charged moments of their journey — just before they leave their homeland.
Graham Carter, Managing Director at Ebro India, shared the campaign’s emotional essence, “Indians have always associated rice with tradition, care, and family. With the ‘Feel Home with Tilda’ campaign, we wanted to capture those small yet significant rituals that accompany every Indian goodbye — from tilak to kheer — where rice quietly says the things that words can’t. Tilda is proud to be a companion to the Indian diaspora, helping them feel rooted at home even when they’re thousands of miles away.”
Rooted in the insight that food — particularly rice — is a powerful emotional and cultural anchor for Indians living overseas, the campaign seeks to drive top-of-mind awareness among outbound travelers, reinforcing Tilda’s identity as a brand that bridges geographies and generations.
Puneet Kapoor, Head of Marketing, Ebro India, added, “As a brand rooted in Indian soil and celebrated worldwide, we saw a beautiful opportunity to connect with NRIs right as they step out into a new world. Even when we leave India, we carry our culture with us through the festivals we celebrate, the rituals we follow, and the food we share. And rice, especially, remains at the heart of every Indian celebration, binding generations across borders. This is our way of saying, no matter how far you’ve gone or how long you’ve been away, that feeling of home travels with you. And in that sense, Tilda becomes more than just rice; it’s a slice of home, served with love.”
The campaign’s creative execution, conceptualized by StoryBoats, brings alive heartfelt moments of departure — blending nostalgia, family rituals, and the enduring comfort of familiar tastes.
Antony Rajkumar, CEO of StoryBoats, remarked, “This campaign is for every Indian who packs more than just clothes, who carries memories, spices, photos, and emotions. At the heart of this campaign is a simple but powerful insight: when you’re away from home, it’s the little things you end up missing the most. And sometimes, those little things come in a Tilda pack. That’s what Tilda is, a quiet, comforting reminder, wherever you land, a taste of home will always find you.”
Currently live at Delhi International Airport, the campaign is being amplified across digital and social media platforms, with targeted outreach toward outbound Indian travellers and settled NRI communities. Supported by performance marketing and community-driven engagement, the initiative aims to build long-term emotional resonance, enhance brand recall, and reinforce Tilda’s global positioning as a trusted, authentic companion for Indians abroad.
By combining emotive storytelling with physical visibility, ‘Feel Home with Tilda’ is more than an ad — it’s a tribute to the journeys, memories, and connections that define what home truly means. As the campaign suggests: you don’t need to pack a bag of rice to carry a piece of home. Wherever you land, Tilda will already be there — a quiet reminder that while you may be flying thousands of miles away, the feeling of home is never far behind.
