Kohinoor is a leader brand in the rice segment, and our work has always been about emphasizing this position – from creating the Guinness record for the ‘World’s Largest Biryani’ to creating the first ‘Rice meter’ for basmati lovers to measure the elongation of the rice.

Also watch our much loved commercial where we planted the seeds of love between two historically fierce rivals – in this case, through an Indian boy and a Pakistani girl.

Or the print ad where we literally made a mountain out of rice.