Bardhaman Agro Products India Private Limited (BAPPL) unveiled its festive campaign for its popular brand, Basumoti Rice.

The campaign features Prosenjit Chatterjee, Kaushik Ganguly, Srijit Mukherji, Aparajita Auddy, and Kharaj Mukherjee. Prosenjit Chatterjee is the newly signed brand ambassador of the brand.

The campaign is titled Date Chai. Two rival directors, Kaushik Ganguly and Srijit Mukherji, arrive at Prosenjit Chatterjee’s house for a meeting. It begins in a serious mood. However, when Prosenjit serves them a traditional Bengali meal, the mood soon changes. By the end of the meal, food is the winner and unites them and dissolves egos.

Prosenjit Chatterjee will also feature in three more ad films, and this will highlight the deep connection of the brand with the culinary heritage of Bengal.

Speaking at the event, Prosenjit Chatterjee said, “Basumoti Rice is more than a rice brand. It represents the tradition and taste of Bengal. I am proud to be associated with a brand that originates from Bengal and has never compromised on its quality”.

The campaigns will be promoted via television, digital platforms, and social media.

Basumoti Rice has a great expansion plan as a part of their Vision 2030. It will consist of new product launches, the opening of new manufacturing facilities in India and abroad, and an increase in business operations.

Priyanka Dutta