8 hours ago
- Entertainment
- Time of India
Amitabh Bachchan brings alive the Indian values in India Gate's new film
HighlightsIndia Gate Basmati Rice has launched a new brand film titled 'India Ka Swaad Chakhte Hai,' featuring legendary actor Amitabh Bachchan, emphasizing the significance of Indian values shared through food. The campaign showcases four heartwarming stories that illustrate how food acts as a bridge connecting families, guests, and strangers, highlighting the cultural importance of hospitality and respect for elders. With a comprehensive rollout across cinemas, television, and digital platforms, the campaign aims to position India Gate Basmati Rice as a symbol of Indian values and belonging, resonating emotionally with consumers.
India Gate, the Basmati Rice brand has launched a new
brand film
featuring actor
Amitabh Bachchan
, spotlighting our most celebrated
Indian values
which are shared, celebrated and passed on to generations.
At the heart of the 100-second film titled '
India Ka Swaad Chakhte Hai
' lies a profound belief — that in India, food is never just about nourishment; it is how we honour guests, respect elders, welcome strangers as family, and carry forward the wisdom of Indian Values.
Through four small yet touching stories, the film brings to life everyday moments where food becomes a bridge — connecting strangers, families and guests.
With Bachchan as narrator and anchor, the film starts with a thought of making Indian values go viral through food. Whether it's
Atithi Devo Bhava
or respecting the elders, the idea that "Values Viral Banate Hai" sits at the heart of the campaign — reminding us that in Indian culture, values aren't taught, they're experienced and must be passed on.
Through four evocative stories, the campaign captures the quiet yet powerful ways in which Indian values show up in everyday life, from a student far from home finding comfort in a familiar dish, to a newcomer being welcomed with warmth by a neighbour, to a foreigner being embraced with heartfelt hospitality and to a caregiver becoming family through being a meal provider.
Kunal Sharma, head of marketing and business head – modern trade and e-commerce, India Gate, said, 'This campaign is a tribute to those timeless principles that flow across generations and regions. Food, in this context, is the medium — a simple yet powerful way these emotions are expressed and carried forward. With Bachchan lending his voice, we hope to spark emotional reflection on what truly binds us as Indians.'
The campaign is being launched as a 360-degree integrated rollout, reaching audiences through cinemas, television, and digital platforms over the next five weeks.
The film will be amplified through cinema screens across 32 cities (more than 560 screens). In addition, the film will be running across leading national and regional channels including Star Plus, Colors, Zee TV, Star Gold, Aaj Tak, Sun TV, Star Vijay, Star Jalsha, News18 Bangla and more — ensuring the message resonates in multiple languages and cultural contexts.
A robust presence across Digital, CTV and OTT, amplified further through influencer-led storytelling to reach audiences in a more immersive way.
The film "India Ka Swaad Chakhte Hai" reinforces
India Gate Basmati Rice
's commitment to being more than just a food brand. It aims to position the brand as a symbol of Indian values and belonging, resonating with consumers on a deeply personal and emotional level, the company stated in a press release.
Watch the video here:
