Insight-led OOH strategy transforms seven Gujarat markets into high-visibility brand corridors
Gujarat, February 16th, 2026: India Gate, KRBL Limited’s flagship basmati rice brand, has partnered with WPP Media to execute a high-impact out-of-home (OOH) campaign supporting the launch of its new India Gate Pulav variant across key markets in Gujarat. The rollout strengthens the brand’s footprint in the state and signals a focused push in a market with strong affinity for pulav. The outdoor activation forms part of a broader integrated communication strategy spanning television and digital platforms, ensuring sustained visibility and cohesive messaging across consumer touchpoints during the launch phase.
Designed to build widespread awareness and strong recall for the new variant, the OOH rollout covers Ahmedabad, Surat, Vadodara, Rajkot, Gandhidham, Navsari, and Visnagar, leveraging high-visibility sites and culturally relevant creatives in a region where rice, and pulav in particular, plays a central role in everyday consumption and celebration.
As part of the launch, WPP Media executed a dominant outdoor innovation at Sindhubhavan Road near Oxygen Park in Ahmedabad, along the high-traffic stretch from SP Ring Road to SG Road (Pakwan Circle). The installation featured a larger-than-life bowl of pulav with visible steam, creating a striking visual that brought the product’s promise of aroma, freshness, and flavour to life, while commanding attention in one of the city’s busiest corridors.
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 the highest concentration of the target audience and the strongest visibility potential. Additionally, Orbis helped ensure that reach within the TG was maximized in the most optimal manner. This approach ensured optimal reach and frequency within the core 25–55 year-old demographic, maximising impact within a short campaign window. 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.”
With this campaign, India Gate strengthens its presence in Gujarat, while WPP Media reinforces its capability in delivering culturally contextual, high-impact brand experiences at scale.
