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Renowned basmati rice brand Kohinoor onboards Aditya Gadhvi as brand ambassador
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Tuesday, 30 December, 2025, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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AWL Agri Business Ltd. (formerly Adani Wilmar Limited) has unveiled a new brand song for its premium Kohinoor basmati rice, marking the onboarding of acclaimed Gujarati folk singer Aditya Gadhvi as the brand’s ambassador. The music-led campaign aims to deepen Kohinoor’s cultural connect with consumers, especially in Gujarat and other key western markets where the brand enjoys strong equity.
Rooted in Gujarati musical traditions and contemporary folk expression, the new song celebrates warmth, togetherness and the emotional pride associated with home-cooked meals. It reflects how Kohinoor basmati rice has been an integral part of Indian kitchens for generations, symbolising trust, authenticity and family bonding.
The song also anchors a new television commercial (TVC) that brings Gujarati culture alive through musical storytelling. The film weaves together everyday family moments, regional cultural elements and Aditya Gadhvi’s signature musical style, reinforcing Kohinoor’s philosophy of consumer relevance and emotional resonance.
Commenting on the launch, Jignesh Shah, Head – Media & Digital, AWL Agri Business, said Kohinoor is a legacy brand trusted by generations of households. He added that the collaboration with Aditya Gadhvi is a meaningful step towards celebrating the pride, warmth and authenticity that define Gujarati homes, and expressed confidence that the music-led campaign will further strengthen the brand’s presence across key markets.
Sharing his experience, Aditya Gadhvi said rice has always been his comfort food, whether it is simple khichdi, dal rice, pulao or biryani. He noted that the Kohinoor song gave him an opportunity to express his love for rice through music, blending Gujarati melody, lyrics and a rap inspired by regional rhythm. According to him, the youthful yet rooted rap section was particularly special.
With the launch of ‘Kohinoor by Aditya Gadhvi’, the brand invites consumers to experience a heartfelt celebration of Gujarati culture, family bonds and culinary pride values that continue to define the Kohinoor legacy.
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