Premium basmati rice brand Zeeba has announced chef Vikas Khanna as its global brand ambassador and unveiled a refreshed packaging design to support its growing presence in India.
The announcement is part of Zeeba’s new campaign, “Aisa Basmati Nahi Dekha,” which will be rolled out across digital platforms, retail stores, and consumer touchpoints nationwide.
A key theme behind the collaboration is the shared heritage of Zeeba and Vikas Khanna. Both originate from Amritsar, a city known for its rich culinary traditions and connection to India’s finest basmati rice.
Speaking about the association, Khanna said food has always been an expression of love, culture, and pride. He added that he is honoured to represent a brand committed to bringing export-quality basmati to Indian households.
Alongside the celebrity partnership, Zeeba introduced a modern packaging makeover to reflect its premium positioning. The updated identity highlights the brand’s focus on quality, consistency, and authenticity while creating a stronger shelf presence for Indian consumers.
Zeeba is the consumer brand of Supple Tek Industries, which has exported basmati rice to more than 93 countries over the past decade.
Chairman Ramneek Singh said the company’s goal is to ensure Indian families enjoy the same world-class basmati that international consumers have trusted for years. He added the collaboration with Vikas Khanna represents a shared vision of taking India’s culinary excellence to the global stage.
The campaign and packaging revamp have been developed by Maximus Collabs, with the creative idea built around the simple reaction: “Aisa Basmati Nahi Dekha.”