LT Foods Taps Chef Ranveer Brar for Daawat Rozana Basmati Rice Campaign

NEW DELHI — LT Foods Ltd. has rolled out a new advertising campaign for its Daawat Rozana basmati rice brand, enlisting celebrity chef and television personality Ranveer Brar as the face of the product. The campaign centers on the tagline “Har Din Baney Perfect” and is designed to position the packaged rice as a reliable, consistent choice for daily home cooking compared to unbranded loose rice.

The television commercial, created by advertising agency BBDO India, utilizes a familiar household scenario to highlight product consistency. The film opens at a family dining table where a mother questions her son, Rohan, about his inconsistent exam scores. The son deflects by comparing his grades to the unpredictability of the household's rice, which can be fluffy one day and sticky the next. Chef Ranveer Brar then steps in to introduce Daawat Rozana as a dependable solution that delivers uniform results every day. The advertisement concludes with the family approving the meal under the brand's tagline.

According to company leadership, the marketing push is a strategic effort to capture a larger share of the unorganized rice market. Ritesh Arora, CEO of India and Far East operations at LT Foods, stated that the campaign is intended to drive greater market penetration for branded packaged basmati, with Daawat Rozana acting as the primary vehicle to transition consumers away from loose purchases.

Ritesh Sud, Chief Marketing Officer for the India and Far East region, noted that the narrative strategy deliberately combined the functional issue of unpredictable rice texture with the relatable stress of inconsistent academic performance to make the product's benefits stickier in the minds of consumers.

Daawat Rozana Delight is currently distributed across multiple retail formats, including e-commerce platforms, quick commerce applications, modern trade outlets, and traditional general trade channels.

LT Foods operates globally across more than 85 countries, supported by a network of over 1,400 distributors. The company reported a consolidated revenue of approximately ₹11,023 crore for FY26. Its broader product portfolio includes flagship brands such as Daawat and Royal, the latter functioning as one of the leading basmati labels in North America.

"The strategy employed by LT Foods highlights a classic FMCG playbook of targeting the unorganized sector by leveraging consumer trust and relatability. By partnering with a well-known culinary personality like Ranveer Brar and anchoring the campaign in a common household pain point, the company is effectively addressing the quality and consistency gaps found in loose commodities. For brands operating in traditional consumer categories, shifting consumer behavior toward packaged alternatives requires precisely this blend of strong distribution and culturally resonant messaging." — Dr. Shishir Gupta, Founder & CEO, StartupLanes