India –KRBL, the Indian rice processing and exporting company, has teamed up with Laqshya Media Group to launch a new multicity out-of-home (OOH) campaign featuring 3D anamorphic installations to promote its India Gate Basmati Rice.
KRBL’s new campaign, launched across multiple metro and key cities, uses creative and technological elements like 3D anamorphic billboards, tear-effect hoardings, and large cutout installations to engage audiences and highlight the brand’s transformation.
Laqshya Media Group launched the campaign with teaser ads featuring the phrase “Phata Poster, Nikla Star,” sparking curiosity among commuters. These teasers were placed in high-traffic urban areas and key locations, building anticipation for India Gate’s brand transformation while reaching audiences in regional markets.
The campaign concluded with the reveal of the tagline “India’s Favourite Cooking Star in a New Avatar,” highlighting India Gate’s shift towards a more modern, consumer-focused identity while maintaining its heritage. The reveal aimed to show the brand’s transition from tradition to innovation.
Kamal Kant Kanaujia, DGM marketing at KRBL, shared, “The transformation and unveiling of India Gate’s new look called for a campaign that could captivate consumer attention, sparking intrigue and culminating in delight. Out-of-home (OOH) advertising was strategically chosen as a key element of the media mix, with an overnight transition from teaser to reveal—timed perfectly with the digital unveiling by Mr. Amitabh Bachchan. Our confidence in Laqshya was well-placed, as the campaign garnered widespread recognition and acclaim.”
KRBL’s campaign featured several creative design elements, including 3D rice bag installations that appeared to break through hoarding frames and tear-effect visuals symbolising the brand’s transition.
However, the campaign’s standout feature was the use of anamorphic 3D billboards in cities like Bengaluru and Delhi, creating optical illusions that made the products seem to leap off the screens. The OOH campaign was also supported by digital activations across platforms as part of KRBL’s broader brand refresh.
Speaking on the campaign, Kunal Sharma, head of marketing and business head – modern trade and ecommerce at India Gate Foods (KRBL), said, “Outdoor advertising was a key pillar of our brand refresh, and Laqshya’s expertise helped us deliver a campaign that made a lasting impact. The strategy of building intrigue through teasers and creating compelling reveals allowed us to craft a journey of discovery for consumers. Every element of this campaign was designed to reflect India Gate’s transformation while reinforcing our leadership in the basmati rice category. With the momentum we’ve built, we are confident in pushing our market share beyond 50% and strengthening connections with both loyal and new consumers.”
Amarjeet Hudda, COO of Laqshya Media Limited, added, “This campaign was more than just advertising—it was an immersive visual journey that brought India Gate’s transformation to life. We deeply appreciate KRBL’s trust in giving us this OOH mandate in the multi-agency pitch, which allowed us to push boundaries and craft a campaign that wasn’t just seen but truly experienced and appreciated by consumers. Through strategic execution and bold storytelling, we successfully delivered a message that resonates with consumers across generations.”
