India Gate’s campaign Celebrating Classic Moments, featuring Amitabh Bachchan, has secured the 37th position in IMPACT’s Top 75 Campaigns of 2025.
The film centres on the idea that some moments in life are too precious to be rushed drawing a parallel with India Gate’s Classic Basmati Rice, which is aged for two years to develop its signature aroma and flavour. Through an emotionally driven narrative, the campaign highlights the joy of slowing down and savouring meaningful moments with family and loved ones over a shared meal.
By likening these timeless experiences to the careful, patient crafting of India Gate Classic Basmati Rice, the film reinforces the brand’s belief that both food and relationships deepen and become more memorable with time.
Developed by Creativeland Asia, the campaign’s creative was led by Azazul Haque, Group Chief Creative Officer. For its 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns across parameters such as narrative clarity, creative execution, originality, production quality, and overall impact.
