Mumbai: AWL Agri Business Ltd. (formerly Adani Wilmar Limited), under its premium Kohinoor Basmati Rice portfolio, has announced the launch of a new brand song in collaboration with celebrated Gujarati folk singer Aditya Gadhvi. As part of the association, Aditya Gadhvi has been onboarded as the brand ambassador for Kohinoor Basmati Rice, further deepening the brand’s cultural connect with consumers in Gujarat and other key western markets.
The newly launched song reflects the warmth, togetherness and cultural richness that Kohinoor Basmati Rice has represented for generations. Rooted in Gujarati musical idioms and contemporary folk expression, the track brings alive the emotional pride associated with home-cooked meals and family traditions.
Commenting on the launch, Jignesh Shah, Head – Media & Digital, AWL Agri Business, said, “Kohinoor is a legacy brand that has been trusted by generations of Indian households. Our endeavour has always been to create brands that resonate deeply with the cultural and emotional fabric of our consumers. The launch of the new song ‘Kohinoor by Aditya Gadhvi’ is a meaningful step in strengthening Kohinoor’s bond with Gujarati households. Through our collaboration with Aditya Gadhvi, we aim to celebrate the pride, warmth, and authenticity that define Gujarati homes. We are confident that this music-led campaign will further strengthen our connection with consumers and enhance the brand’s presence across key markets.”
The launch is anchored by a new television commercial that brings the song to life through musical storytelling. Staying true to Kohinoor’s philosophy of trust and consumer relevance, the film blends everyday Gujarati family moments, cultural nuances and Gadhvi’s signature musical style.
Sharing his experience, Aditya Gadhvi said, “Rice has always been my comfort food whether it’s simple khichdi, dal rice, pulao or biryani, even while travelling overseas. When I heard the brief for the Kohinoor song, it gave me a chance to express my love for rice through music, and that feeling was full of joy. Being a Gujarati song, we brought in our melody, lyrics and a rap inspired by Gujarati rhythm, which truly reflects the soul of Gujarat. The rap section, in particular, felt special to me because it has a youthful flow and very rooted words. Working with Kohinoor, from shaping the idea to bringing it alive, was a creative and fun journey. I hope people enjoy the music and connect with the song as much as we enjoyed creating it.”
With the launch of ‘Kohinoor by Aditya Gadhvi’, the brand invites consumers to experience a heartfelt celebration of Gujarati culture, family bonds and culinary pride, reinforcing Kohinoor’s timeless values of warmth, authenticity, aroma and the joy of cooking for loved ones.
