Campaigns / 2025–2026
Kohinoor
× Aditya Gadhvi
Rice and rhythm
A two-minute music video with the product as the beat.
- What we did
- Concept, direction, production, stills
- Kind of work
- Celebrities · Mixed Media · Tabletop
- When
- 2025–2026
- 2-minute film · reels · stills
- 38M+ views on the brand's channel
- Shot Nov 2025
The order
Kohinoor (Adani Wilmar) signed Aditya Gadhvi after his Coke Studio run and wanted a campaign rooted in Gujarat, with the agency, around his music.
How we cooked it
A two-minute Gujarati music video that follows Aditya from cook to performer, with tabletop and hi-speed rice shots cut into the performance. Plus reels, brand call-outs, contest content and a stills campaign for outdoor. None of us spoke Gujarati going in. We learned enough to get the cadence right.
How it went down
The brand's upload passed 38 million views on YouTube by October 2026. afaqs, Adgully and MediaBrief covered the launch.
The campaign · 2 images
Digital bytes
Reels, call-outs and festival pieces
Chokha tongue twister
Digital byteWhich rice for which dish
Digital byteNavratri
Festival byteDiwali
Festival byteUttarayan
Festival byte