Zeeba Basmati's New Film Links Life Choices with the Right Rice

Zeeba Basmati Rice has launched its latest brand film, “Order Now and Get Praised,” drawing a parallel between choosing the right partner in life and choosing the right rice for important occasions.

Timed with the ongoing wedding season campaign, the initiative taps into evolving social norms while staying rooted in familiar Indian wedding traditions.

The film is set during a traditional Chutki groom-selection ceremony, a ritual followed in parts of India where a bride chooses her partner.

Through light humour and everyday family interactions, the narrative reflects how women empowerment in advertising is increasingly finding space in mainstream brand storytelling.

The storyline uses this moment to underline the importance of thoughtful brand storytelling, whether in relationships or in food served at family gatherings.

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By placing the story in a wedding environment, the campaign positions Zeeba as a key player in FMCG marketing India, reinforcing its relevance during celebrations. Weddings, festivals and special family occasions are moments when food is closely tied to reputation and appreciation, and the brand uses this insight to strengthen its basmati rice brand credentials with an emphasis on quality and consistency.

The film avoids overt messaging and instead lets the comparison unfold naturally, showing that good choices are often recognised and praised. Alongside the social message, the campaign strengthens Zeeba’s presence in households where cooking for others reflects care, responsibility and pride, aligning well with cultural advertising narratives.

The campaign has been created by Maximus Collabs, the agency of record for SuppleTek, which owns the Zeeba brand. Commenting on the campaign, Mohit Mathur, Chief Growth Officer at SuppleTek, said the idea was to reflect changing mindsets while staying connected to everyday Indian experiences.

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The film will be promoted across digital marketing campaigns and social platforms, targeting families and young consumers. With “Order Now and Get Praised,” Zeeba Basmati Rice reinforces its positioning as a trusted choice in Indian FMCG brands, proving that the right choice matters both on the plate and in life.