A Viral Menu with a Strong Message: India Gate’s #NotYourBiryani campaign Sparks Conversation on Respect This Women’s Day

The Womenrsquos Day campaign turned familiar culinary words into a cultural statement and challenged everyday language that casually objectifies women using a viral menucard visualKRBL Limited a global leader in the food industry and the parent company of the Worldrsquos No1 Basmati Rice Brand India Gate Basmati Rice has launched its new campaign NotYourBiryani this International Womenrsquos Day With this initiative the brand takes a resolute stand against everyday language that disguises objectification as praise Words like lsquoHotrsquo lsquoSpicyrsquo and lsquoSizzlingrsquo are no longer exclusive to the kitchen used so carefreely to describe women that their original culinary meaning now seems almost secondaryThe core of the campaign is the viral NotYourBiryani Menu Card It places these words firmly back in their rightful setting lsquoSpicyrsquo is a flavour that brings heat to a dish not a passing remark lsquoHotrsquo refers to temperature or taste not a comment on their appearance lsquoSizzlingrsquo celebrates layered flavour not a personrsquos identity The visual is simple striking and impossible to ignore These words belong on our plates not in the way we speak about womenOnline the campaign gains momentum through voices that resonate with young audiences including Nayab Midha Ayesha Khan and Harshita Gupta supported by hundreds of nano influencers who share their own stories with NotYourBiryani and garnered 25M views in just a few hours The campaign was executed in collaboration with influencer marketing agency CRACKrsquoDFurthermore on Womenrsquos Day the campaign moves beyond social media with a Vox Pop that captures real public reactions and sparks conversations around everyday language used to describe women The message also comes alive offline through bold billboards across the city turning public spaces into reminders that women are not labels or metaphorsThe campaign also sparked lively brand banter online with several wellknown brands including India Gate Uplife Pantaloons Catch IndiaMart Clinikally Lawyered Lifelong Mother Dairy Suchalirsquos Bakehouse Taco Bell Dhara and more joining the conversation in the comments Their playful yet supportive responses amplified the message turning the post into a broader cultural dialogue around respect and everyday languageCommenting on the thought provoking campaign Kunal Sharma Vice President ndash Marketing and Organised Trade KRBL Limited said ldquoAs a trusted kitchen staples partner of India we recognise the central role that women play in shaping the community and culture and how connection to food is woven into the social fabric of the country At India Gate this belief is reflected in our core philosophy the Taste of Indian Values which celebrates respect dignity and the cultural principles that bind households together With NotYourBiryani we wanted to gently but firmly put certain words back where they belong The idea is not to shame but to spark reflection Respect begins with everyday language and as a household brand we believe it is our responsibility to use our voice to challenge what has been normalised for far too longrdquoAmit Dhawan Cofounder CRACKrsquoD said ldquoFor us as an agency the objective was to build a campaign that could travel across formats and conversations The menu card visual gave the message a simple shareable hook while influencer voices helped it reach the right cultural moment online Since the message was strong we brought in influencers that could really make it reach the right audience in the way they would hear it enjoy it understand it and accept it So we collaborated with 3 different genres of creators Nayab Midha for Poetry Harshita Gupta for a fun banter and Ayesha Khan for serious messaging This was further amplified via various micro and nano creators along with prominent instagram pagesrdquoIndia Gate has long been part of everyday meals across India With that presence comes responsibility NotYourBiryani is more than a campaign It is a cultural wave aimed at young socially active audiences who shape conversations online and offline With NotYourBiryani India Gate turns a familiar phrase into a powerful reminder The language we use matters Spice is for food Respect is for peopleCampaign LinksNayab MidhaAyesha KhanHarshita GuptaBrand Banter PostVox PopABOUT KRBLKRBL Ltd NSE KRBL BSE 530813 is a public listed global leader in premium Basmati rice and other consumer food products KRBLrsquos products are enjoyed daily by consumers across 90 countries and six continents With 135 years of legacy rooted in quality and a commitment to innovation the company is fully integrated from farm to platefrom seed development and contact farming to processing aging packaging and retail distributionensuring toptier standards at each stepWhat began as a humble family business has transformed into a global giant specializing in the manufacturing and marketing of premium Basmati rice The multibrand food company is driven by a consumerforward portfolio that includes the flagship brand of the company India Gate has been recognized as the Worldrsquos 1 Basmati Rice Brand along with 13 brands and a variety of products such as Regional Rice Biryani Masalas Edible Oils Brown Rice Quinoa Chia Seeds and Flax SeedsAs the largest rice miller in the world the companyrsquos dedication extends beyond productsKRBL believes that true success is linked to the wellbeing of the communities we serve and the health of our planet With a deeprooted philosophy of sustainability the brand is committed to responsible practices that protect the environment and uphold social responsibilityFor more information log on to httpskrblricecom

A Viral Menu with a Strong Message: India Gate’s #NotYourBiryani campaign Sparks Conversation on Respect This Women’s Day

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A Viral Menu with a Strong Message: India Gate’s #NotYourBiryani campaign Sparks Conversation on Respect This Women’s Day

Other Articles

Mid-Day Fast