Gujarat: India Gate, the flagship basmati rice brand from KRBL Limited, has partnered with WPP Media to roll out a high-visibility out-of-home (OOH) campaign to support the launch of its new India Gate Pulav variant across key markets in Gujarat.
The campaign marks a strategic push for the brand in a state with a strong affinity for pulav, strengthening its regional footprint. The outdoor activation is part of a broader integrated communication plan spanning television and digital platforms, ensuring consistent messaging and sustained visibility during the launch phase.
Aimed at driving widespread awareness and strong recall, the OOH rollout spans seven markets—Ahmedabad, Surat, Vadodara, Rajkot, Gandhidham, Navsari, and Visnagar. The campaign leverages premium, high-traffic sites and culturally resonant creatives in a market where rice, particularly pulav, plays a central role in both everyday meals and celebrations.
As part of the activation, WPP Media executed a large-format outdoor innovation at Sindhubhavan Road near Oxygen Park in Ahmedabad, along the busy stretch from SP Ring Road to SG Road (Pakwan Circle). The installation featured a larger-than-life bowl of pulav with visible steam, visually dramatising the product’s promise of aroma, freshness, and flavour while commanding attention in one of the city’s most prominent corridors.
The campaign strategy was anchored in data-led planning, with WPP Media deploying proprietary tools and Audience Impact Measurement (AIM) scores to identify locations offering the highest concentration of the target audience and optimal visibility. Additionally, Orbis was leveraged to maximise reach within the TG in the most efficient manner. The approach ensured optimal reach and frequency within the core 25–55 year-old demographic during a concentrated campaign window. The campaign went live on February 2, 2026, and will run through February 20, 2026.
Kunal Sharma, Vice President – Marketing and Organised Trade, India Gate, said, “With the launch of our new pulav variant, we wanted to create a strong and memorable presence in Gujarat, a market that truly loves pulav. The integrated campaign across outdoor, TV, and digital, along with the steaming hoarding innovation, helps us bring the product’s taste and aroma alive for consumers in a powerful way.”
Ajay Mehta, Head, Media Solutions, WPP Media India added, “For a staple category, visibility alone is not enough. The idea was to create an execution that stops people in their tracks while staying rooted in strong local insight and cultural significance. By combining high-impact outdoor formats with integrated amplification across platforms, we were able to deliver both scale and memorability. The campaign demonstrates how outdoor, when executed with precision and scale, can play a pivotal role within an integrated media ecosystem.”
With this initiative, India Gate reinforces its market presence in Gujarat, while WPP Media showcases its capability in delivering culturally contextual, high-impact brand experiences at scale.
