Leysha Basmati Rice, part of SSIEL Group, has appointed National Award-winning actor Yami Gautam Dhar as its brand ambassador. She will feature in the brand’s upcoming communication, built around the philosophy ‘Cook Brilliance Today’.
The association will span television, OTT, cinema, outdoor, digital and social media, alongside key brand initiatives, including product launches and consumer events.
Leysha’s campaign focuses on the role of basmati rice in everyday Indian meals, from rajma chawal and dal-chawal to kheer and festive biryani. The brand’s proposition centres on the idea that the quality of ingredients can make everyday meals more memorable, rather than being reserved for special occasions.
According to the brand, Gautam Dhar’s association followed her exploration of different basmati rice varieties through tasting. Leysha’s distinctive aroma stood out to her, along with its quality and taste, making the association a personal choice.
Commenting on the association, Actress Yami Gautam Dhar said, “I believe brilliance lies in the small, thoughtful choices we make every day. In cooking, the quality of ingredients can transform an everyday meal into something memorable. Rice is an integral part of every Indian household, and I’m happy to be associated with Leysha in bringing the idea of everyday brilliance to homes across India.”
Aman Gupta, Managing Director, SSIEL Group, Leysha Basmati Rice, said, “Yami Gautam Dhar brings together a contemporary outlook and a deep connection to the warmth and traditions of Indian families. That balance matters to us, because Indian food has evolved with us while staying rooted in our culture. Rice is at the heart of countless food memories, and Leysha's promise is to bring brilliance to every one of them, in every grain. With Yami, we see an opportunity to celebrate that in a way that feels fresh, relevant and truly today.”
