India Gate brings values to the table with Bachchan’s new brand film

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India Gate brings values to the table with Bachchan’s new brand film

‘India Ka Swaad Chakhte Hai’ blends emotion with tradition in a flavourful tribute.

India Gate Basmati Rice

MUMBAI: In a country where dal-chawal is more than dinner, it’s comfort, memory, and belonging India Gate Basmati Rice has served up a new campaign that’s as warm as a freshly cooked meal. Titled “India Ka Swaad Chakhte Hai”, the 100-second brand film features none other than Amitabh Bachchan, lending gravitas to a message about values that simmer quietly through generations.

In this emotive montage of four stories, food is more than nourishment, it’s a language of love and respect. From welcoming strangers to comforting students far from home, the film reminds us that “Atithi Devo Bhava” and “respect for elders” aren’t just taught; they’re lived, plated and passed on. And in this film, that passing down happens via a piping hot bowl of rice.

Anchored by Bachchan’s baritone and laced with sentiment, the narrative rests on the idea that “Values Viral Banate Hai”. Whether it’s a neighbour’s warmth, a caregiver’s quiet gesture, or a mother’s care recreated miles away, the film captures how food becomes a bridge not just between people, but between values and memories.

India Gate head of marketing Kunal Sharma summed it up, “This campaign is a tribute to the values that shape us. With Mr Bachchan’s voice, we’re hoping to stir hearts and highlight the emotional richness that food carries in Indian homes.”

The rollout is ambitious: over 560 cinema screens across 32 cities, top national and regional TV channels (including Star Plus, Sun TV, Zee TV, and Star Jalsha), and a strong digital push via OTT, CTV, and influencer-led storytelling.

More than a celebration of basmati rice, India Ka Swaad Chakhte Hai is a quiet ode to Indian culture where every grain has a story, and every meal is a reminder that we don’t just eat to live… we eat to connect.