Mumbai: Zeeba Basmati Rice has unveiled its latest brand film titled ‘Khubsurat Rishton ki Khubsurat Taiyaari’, set against the backdrop of an Indian wedding and the culturally significant groom selection ceremony. Released during the peak wedding season, the film blends tradition with contemporary values, highlighting the evolving role of women in making one of life’s most important decisions—choosing their life partner.
The narrative revolves around Chutki’s groom selection ceremony, presented through a quirky and light-hearted lens. While rooted in a deeply ingrained custom, the film reflects how women today are more actively involved in selecting their partners, signalling a shift from convention towards personal choice and mutual respect.
By weaving together themes of tradition, taste and modern ideals, Zeeba positions itself as a brand that values thoughtful decisions—just as every special meal calls for the right quality rice. In the film, as the family prepares for the ceremony, the groom-to-be is asked whether he wants his entire life to be beautiful, subtly connecting the idea of a harmonious marriage with the care and quality that go into preparing food for significant occasions.
The brand uses this traditional setting to reinforce the importance of collaboration and respect in relationships, while also showcasing Zeeba Basmati Rice as the ideal choice for memorable celebrations, where every meal is worthy of praise.
“At Zeeba Basmati, we created this film to celebrate India’s timeless traditions and the spirit of togetherness that defines our families. We believe in valuing women’s voices, honouring meaningful decisions, and elevating every gathering with pure, honest Zeeba Basmati crafted for the most pious and beautiful occasions,” Said Mohit Mathur, Chief Growth Officer, Supple Tek.”
The film was conceptualised by Maximus Collabs, the agency on record for SuppleTek, and directed to capture both the beauty of traditions and the warmth of everyday family moments.
“We aimed to depict a well-known cultural custom in a surprising, humorous manner. We wanted to use a familiar cultural setting to reflect how traditions can evolve without losing their soul. The groom choosing ceremony evolved into a potent metaphor for the celebration of women’s choices. Zeeba’s fine quality and purity easily complemented the concept of choosing wisely for life’s important events,” said Manisha Singh, Director, Maximus Collabs.
With the closing line “Order now and get praised,” the film encourages consumers to choose Zeeba Basmati Rice for festive and family gatherings, where flavour, purity and values come together. The campaign will be promoted across social media and digital platforms as part of its wedding-season outreach.
