New Delhi: KRBL Ltd., the parent company of India Gate Basmati Rice, has partnered with legendary actor Amitabh Bachchan as the brand ambassador for India Gate Basmati Rice. This iconic collaboration unites two household names that epitomize excellence, trust, and a legacy of authenticity.
The association with Amitabh Bachchan marks a pivotal moment in the brand’s journey, enhancing its bond with consumers and solidifying its position as the global leader in the basmati rice category. With over 130 years of heritage, KRBL has consistently set the standard in quality and innovation, making India Gate the preferred choice for millions of households worldwide.
Speaking on this collaboration, Ayush Gupta, India Business Head, KRBL Limited, said, “We are honoured to welcome Mr. Amitabh Bachchan to the KRBL family. His legendary stature, unwavering integrity, and timeless appeal perfectly resonate with our core values and rich heritage. Mr. Bachchan, known for his versatility and the numerous iconic roles he has portrayed throughout his illustrious career, perfectly blend with the legacy KRBL holds. Just as he has captivated audiences with his diverse performances, KRBL delights households worldwide with its unmatched offerings catering to the varied tastes and culinary traditions across the globe. With his iconic presence, we aim to deepen our consumer engagement and aim to take the brand’s story to every corner of the country and the world.”
Expressing his enthusiasm, Amitabh Bachchan shared, “India Gate Basmati Rice is not just a brand; it’s a legacy that has been part of Indian households for generations. I am delighted to be associated with KRBL, a company that consistently upholds the highest standards of quality and innovation. I look forward to being part of this journey, celebrating the authenticity and traditions that make every meal so special.”
The partnership aims to further expand KRBL’s reach and create innovative campaigns that resonate with audiences of all ages. The association will highlight the superior quality of India Gate Basmati Rice while celebrating the shared values of heritage and authenticity.
Kunal Sharma, Head of Marketing & Business Head, Modern Trade and E-Commerce at KRBL Limited, added, “Our association with Mr. Bachchan is a testament to our vision of creating stronger connections with our consumers. His credibility and influence will help us build brand love and aid in our brand objective of delivering consumer convenience from loose to packaged.”
