India Gate- KRBL Partners with WPP Media, Launch of New OOH Campaign

India Gate, the flagship basmati rice brand from KRBL Limited, has partnered with WPP Media to roll out a high-impact out-of-home (OOH) campaign for the launch of its new India Gate Pulav variant. The initiative marks a focused expansion in a key market with strong consumer affinity for pulav and forms part of a broader integrated communication strategy spanning television and digital platforms to ensure sustained visibility during the launch phase.

As part of the campaign, WPP Media executed a large-format outdoor installation showcasing an oversized bowl of pulav with visible steam, designed to highlight the product’s aroma, freshness and flavour while drawing attention in one of the city’s most high-traffic corridors.

The campaign was planned using data-driven tools, with WPP Media leveraging its proprietary analytics and Audience Impact Measurement (AIM) scores to identify high-visibility locations with strong target audience concentration. 

Kunal Sharma, Vice President – Marketing and Organised Trade, India Gate, said, “With  the launch of our new pulav variant, we wanted to create a strong presence in Gujarat, a market where rice is staple. The integrated campaign across  outdoor, TV, and digital, along with the steaming hoarding innovation, helps us bring the  product’s taste and aroma alive for consumers in a powerful way.” 

Ajay Mehta, Head, Media Solutions, WPP Media India added, “For a staple category,  visibility alone is not enough. The campaign demonstrates how  outdoor, when executed with precision and scale, can play a pivotal role within an  integrated media ecosystem.” 

With this campaign, India Gate aims to strengthen its presence in Gujarat, while WPP Media  reinforces its capability in delivering culturally contextual, high-impact brand experiences at scale. The OOH campaign aims to build strong awareness and recall for the new variant across key cities, including Ahmedabad, Surat, Vadodara, Rajkot, Gandhidham, Navsari and Visnagar.