KRBL, parent to India Gate Basmati Rice has launched its latest campaign, ‘India Gate: Only Top Class, No Khulla Class,’ featuring actor Amitabh Bachchan. With this campaign, India Gate Basmati Rice nudges consumers to choose packaged basmati over loose (khulla) basmati.

The launch of this campaign is complemented by India Gate Basmati Rice’s reimagined consumer packaging—a step designed to empower buyers with transparency, convenience, and confidence at the point of purchase. With these purposeful packs, the brand reinforces its consumer-first approach and empowers consumers to make the right choice of Basmati.

Building on the success of the 2022 ‘Basmati Rice Se No Compromise’ campaign, this new initiative takes the conversation further with Amitabh Bachchan. The campaign is built on a strong consumer insight. The brand asks a though-provoking question "If everything else in life—education, career, and lifestyle—is top class, why settle for khulla class when it comes to basmati rice?"

With his presence, Bachchan amplifies the message that India Gate Basmati Rice isn’t just about buying rice—it’s about choosing a commitment to quality, purity, and consistency.

Speaking about the campaign, Kunal Sharma, head of marketing and business head, modern trade and e-commerce, KRBL, said, "Staples being a lower involvement category, much of the purchase decision happens on habit. With this campaign, India Gate challenges this inertia calling out their choice of Basmati as a reflection of who they are thereby urging consumers to make the right choice. Bachchan’s presence adds unparalleled authority to this message.

The campaign, which went live in February 2025, is supported by a robust 360-degree media strategy. It leverages television as alongside Connected TV (CTV) campaigns for digital-savvy audiences.

Watch the video here: