AWL Agri Business (formerly Adani Wilmar), under its premium Kohinoor Basmati Rice portfolio, announced celebrated Gujarati folk singer Aditya Gadhvi as the brand ambassador for Kohinoor Basmati Rice.
As part of this association, Kohinoor Basmati Rice has launched a new brand song in collaboration with Aditya Gadhvi to strengthen the brand’s cultural connect with consumers in Gujarat and other key western markets where it is well established.
Jignesh Shah, Head – Media & Digital, AWL Agri Business, said, “Kohinoor is a legacy brand that has been trusted by generations of Indian households. Our endeavour has always been to create brands that resonate deeply with the cultural and emotional fabric of our consumers. The launch of the new song ‘Kohinoor by Aditya Gadhvi’ is a meaningful step in strengthening Kohinoor’s bond with Gujarati households. Through our collaboration with Aditya Gadhvi, we aim to celebrate the pride, warmth, and authenticity that define Gujarati homes. We are confident that this music-led campaign will further strengthen our connection with consumers and enhance the brand’s presence across key markets.”
Aditya Gadhvi said, “Rice has always been my comfort food — whether it’s simple khichdi, dal rice, pulao or biryani, even while travelling overseas. When I heard the brief for the Kohinoor song, it gave me a chance to express my love for rice through music, and that feeling was full of joy. Being a Gujarati song, we brought in our melody, lyrics and a rap inspired by Gujarati rhythm, which truly reflects the soul of Gujarat. The rap section, in particular, felt special to me because it has a youthful flow and very rooted words. Working with Kohinoor, from shaping the idea to bringing it alive, was a creative and fun journey. I hope people enjoy the music and connect with the song as much as we enjoyed creating it.”
