Case studies / Kohinoor Basmati × Aditya Gadhvi · 2025–2026
Rice, in Gujarati
A two-minute music video with the product as the beat.
- Client
- Kohinoor Basmati × Aditya Gadhvi
- What we did
- Concept, direction, production, stills
- From the menu
- Celebrities · Mixed Media · Tabletop
- 2-minute film · reels · stills
- 38M+ views on the brand's channel
- Shot Nov 2025
The ask
Kohinoor (Adani Wilmar) signed Aditya Gadhvi after his Coke Studio run and wanted a campaign rooted in Gujarat, with the agency, around his music.
What we made
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.
What happened
The brand's upload passed 38 million views on YouTube by October 2026. afaqs, Adgully and MediaBrief covered the launch.
