India Gate Partners WPP Media for OOH Launch of New Pulav Variant in Gujarat

India Gate, KRBL Limited’s flagship basmati rice brand, has partnered with WPP Media to execute an out-of-home (OOH) campaign supporting the launch of its new India Gate Pulav variant across key markets in Gujarat. The rollout aims to strengthen the brand’s footprint in the state and forms part of a broader integrated communication strategy spanning television and digital platforms.

Designed to build awareness and recall, the OOH campaign covers Ahmedabad, Surat, Vadodara, Rajkot, Gandhidham, Navsari and Visnagar, using high-visibility sites and culturally relevant creatives in a region where rice and pulav are widely consumed.

As part of the launch, WPP Media executed a dominant outdoor installation at Sindhubhavan Road near Oxygen Park in Ahmedabad, along the stretch from SP Ring Road to SG Road (Pakwan Circle). The installation featured a larger-than-life bowl of pulav with visible steam, aimed at creating strong visual impact in a high-traffic corridor.
The campaign strategy was anchored in data-led planning, with WPP Media deploying proprietary tools and Audience Impact Measurement (AIM) scores to identify locations with high target audience concentration and visibility potential. Orbis was used to optimise reach within the 25–55 year-old demographic. The campaign went live on February 2, 2026, and will continue through February 20, 2026.

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 and memorable presence in Gujarat, a market that truly loves pulav. 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 idea was to create an execution that stops people in their tracks while staying rooted in strong local insight and cultural significance. By combining high-impact outdoor formats with integrated amplification across platforms, we were able to deliver both scale and memorability. The campaign demonstrates how outdoor, when executed with precision and scale, can play a pivotal role within an integrated media ecosystem.”