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921 Basmati Rice launches ‘Aaj Diwali Hai Kya?’ campaign
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Friday, 06 November, 2026, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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921 Basmati Rice, from the house of GRM Foods Pvt. Ltd., has launched its latest campaign, ‘Aaj Diwali Hai Kya?’, highlighting how a special meal can transform everyday dining into a festive experience. The campaign aims to reinforce the idea that the joy of celebrating through food need not be limited to festivals and special occasions.
The campaign film captures four different household settings, showcasing diverse relationships, age groups and everyday dining moments. In each scenario, the sight or aroma of a specially prepared meal prompts the question, “Aaj Diwali hai kya?” A husband is surprised by a lavish biryani spread prepared by his wife, while a mother-in-law admires a meal featuring Jeera Rice and Veg Biryani. In another scene, a young man is impressed by Matar-Kaju Pulao served by his host, while a child expresses excitement at seeing Rajma-Chawal prepared by her mother.
As the characters take their first bites, their homes transform with glowing diyas, fairy lights and festive decorations, conveying the campaign's central message that exceptional food can make ordinary moments feel special.
According to GRM Foods, the campaign highlights the distinctive qualities of 921 Basmati Rice, including its extra-long grains, rich aroma, purity and taste, positioning the product as an ingredient that can elevate everyday meals.
Commenting on the campaign, Yanshil Garg, managing director, GRM Foods Pvt. Ltd., said, “At 921 Basmati Rice, we believe that the joy of a great meal should not be limited to festivals or special occasions. Through ‘Aaj Diwali Hai Kya?’, we wanted to celebrate how exceptional food can turn everyday dining into something truly memorable. Whether it is a weekend biryani, a family lunch or a simple plate of Rajma-Chawal, 921 Basmati Rice brings the quality, aroma and taste that make every meal feel special.”
The campaign film has been developed using generative artificial intelligence (AI) tools, integrating technology with creative storytelling to capture the warmth and festive spirit of everyday dining.
Through this initiative, 921 Basmati Rice seeks to connect with consumers beyond the festive season by promoting the idea that every meal can become a celebration when prepared with quality ingredients.
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