MUMBAI — Basmati just got bold on the big screen. KRBL dished out a show-stealing Connected TV (CTV) campaign for its flagship India Gate Basmati Rice, using Huella Services’ NEXad to spice things up with interactive flair.
Dubbed Top-Class Choice, the campaign let viewers pick between “premium” options within the creative — a smart move that turned couch potatoes into engaged consumers. Over 1.35 million impressions, more than 12,400 user interactions, and a mouthwatering 96.22 per cent video completion rate. With a 0.90 per cent interaction rate, it left industry benchmarks simmering in its wake.
KRBL head of marketing & business head – modern trade & e-commerce, Kunal Sharma said, “At KRBL, we've always believed in staying ahead of the curve, and our 'Only Top Class' campaign truly embodies this vision. Partnering with NEXad and Huella enabled us to redefine CTV from just another viewing platform to an engaging and interactive touchpoint. Through real-time viewer interaction enabled by remote controls, we successfully created an innovative, seamless, and measurable brand experience directly on consumers' TV screens. We're proud to set a new benchmark for innovation in the CTV advertising space.”
Huella Services co-founder & CRO Mayura Nayak said, “With this campaign, we harnessed the power of interactive storytelling on CTV to elevate the India Gate brand message in an immersive way. The India Gate Basmati campaign is a testament to how NEXad can elevate brand storytelling and engagement on CTV. By merging choice with creativity, we’ve driven deeper viewer involvement and created a lasting impact. It’s a clear case of how CTV can merge scale with engagement.”
KRBL digital media lead, Raunak Rai said, “‘Only Top Class’ campaign effectively transformed KRBL's brand communication, turning typically passive CTV viewers into active participants. Leveraging NEXad’s interactive features and Huella’s strategic execution, we created compelling interactions directly through TV screens. This innovative communication approach strengthens KRBL's digital-first strategy and enhances engagement with today's connected consumers.”
Rolled out across 20 cities, the campaign saw top-drawer performance from platforms like JioHotstar, JioTV+, and Zee5, helping it scale like a perfectly steamed pot of rice.
Independent validation from IAS and DCM confirmed the campaign’s aroma of success — with aces in brand safety, time spent, and engagement.
When rice meets tech, engagement isn’t just cooked — it’s pressure-cooked to perfection.