MUMBAI: In Delhi, it’s not just the traffic that’s bumper-to-bumper—so are the eyes glued to Crown Rice’s new out-of-home (OOH) campaign. Unveiled across the capital’s busiest stretches, the basmati giant’s latest ad blitz has served up emotion, nostalgia and hunger in equal measure, all under the heartwarming banner of ‘Khushiyon Ka Khazana’.

From bustling roundabouts to metro hotspots, DRRK Foods’ flagship brand is now smiling down on thousands with visuals that scream flavour, family and festivity.

"At Crown Rice, we believe that food is at the heart of every happy moment, whether it’s a festive feast or a simple family dinner. With our ‘Khushiyon Ka Khazana’ campaign, we’re celebrating those everyday moments of togetherness that begin with a wholesome plate of basmati rice. This campaign is our way of reaching out to families and being a part of their special moments, and very soon, we are planning to extend this initiative to other regions of north India," said DRRK Foods joint MD Vikram Marwaha.

While other FMCG brands try to shout louder, Crown Rice has taken a more poetic route—stirring hearts with aroma-led memories and dinnertime nostalgia. In a city where the average red light lasts longer than most Netflix reels, Crown’s billboard strategy is banking on meaningful glances turning into memorable mealtimes.

The campaign also underscores DRRK Foods' larger ambitions in metro markets, aiming to boost brand affinity and visibility in the cluttered consumer landscape. And judging by the current chatter, it’s already doing just that.

So, next time you're stuck in Delhi traffic, don’t be surprised if you catch yourself craving rice, not road rage.