The campaign
Tilda has taken its global basmati story to two high-traffic airports: Indira Gandhi International Airport in Delhi, Terminal 3 departures, and Toronto Pearson International Airport arrivals. The campaign, called Feel Home with Tilda, is timed for the festive season and the December-to-January window when non-resident Indians and students are flying home.
Ebro Foods is treating this as an extension of an earlier India campaign, not a completely fresh idea. Agency and director credits have not been named in the source material, and the release does not specify an exact launch date beyond the travel window.
What the film says and how
The work leans on a single argument: leaving home or coming back is never only about a flight; it is also about the kitchens and shared meals people remember. Tilda frames rice as continuity, the familiar basmati that shows up at family tables across continents. The line Feel Home with Tilda is the campaign’s emotional shorthand.
Graham Carter, managing director of Ebro India, says rice is a ritual in India, not just a staple, and that a connection this strong deserves to be honoured. Puneet Kapoor, head of marketing, adds that the brand wants travellers to remember ‘the taste of home is never too far away’. Global CMO Inigo Aberasturi Rodriguez-Correa puts the human truth as: ‘you can change your time zone, but you never outgrow the comfort of home-cooked rice.’
- Airport placements in Delhi departures and Toronto arrivals
- A $2 discount for travellers to sample the rice
- Quick-commerce and e-commerce availability across Indian cities
The response so far
Afaqs describes the campaign as spreading because it taps a universal emotion of home and belonging, but the report does not yet cite earned-media figures, view counts, or traveller feedback. What the source calls spreading is the universal sentiment, not a share count or comment thread. The early signal is strategic placement rather than measurable audience response.
The category context
Premium food brands often use airports to reach diaspora audiences at the exact moment they are thinking about home. Tilda is combining that with a direct path to purchase: quick-commerce delivery in Indian cities, so a moment of nostalgia can become a same-day or minutes-away order. The brand says it is the No. 1 basmati player in the UK and Canada, and this campaign is intended to reinforce that leadership while building recall in India. It is a play for share of heart first, with distribution already in place.
What to watch next
It remains to be seen whether the airport push expands beyond Delhi and Toronto, whether the $2 discount drives measurable trial, and whether the brand publishes creative or agency credits. The more interesting test is whether an emotional travel moment converts into quick-commerce orders after travellers land or before they fly.
Watch the original: Tilda on YouTube
Source: Afaqs!
