India Gate has rolled out a campaign featuring veteran actor Amitabh Bachchan that spotlights 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 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 micro-narratives, 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 (guests are equal to god) or respecting the elders, the film  serves as a reminder that in Indian culture, values aren’t taught, they’re experienced and passed on. 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.

The film aims to position the Basmati Rice brand as a symbol of Indian values and belonging, resonating with consumers on a personal and emotional level. 

What we think about it: While the campaign taps into universally relatable moments with an intent to connect food with Indian values, the micro-narratives lack a compelling edge, banking on emotional cues that feel a tad forced.  Even as Bachchan’s presence lends the expected gravitas, the film seems to lean more on star power, as a result of which the execution feels overly polished and unoriginal, and the film risks blending into the growing clutter of  feel-good, culturally themed advertising.

Kunal Sharma, head of marketing and business head, modern trade and ecommerce, India Gate, said, “At India Gate, we’ve always believed that it’s the values we grow up with—like respect, generosity, care for elders, and hospitality—that truly shape who we are. 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 Mr. Bachchan lending his voice, we hope to spark emotional reflection on what truly binds us as Indians.”
The campaign was launched on 21 June as a 360-degree integrated rollout, reaching audiences through cinemas, television, and digital platforms.