Tilda, the UK’s No.1 rice brand and a cherished name among Indian households and the global diaspora, has launched its latest campaign, ‘Feel Home with Tilda’, designed to build a stronger emotional connect with international Indian travellers. The campaign positions Tilda not just as a pantry staple, but as a symbol of home that seamlessly travels across geographies.
As part of the strategic move, company has rolled out large-format, emotion-led billboards at the New Delhi International Airport’s departure terminal — a location selected to connect with travellers at one of the most emotionally charged points of their journey. Just before the final goodbye, Tilda becomes a gentle reminder that they’re not leaving everything behind.
The strategy is to increase top-of-mind awareness and preference among NRIs and globally mobile Indian consumers. The campaign insight is rooted in the understanding that for most Indians, food, particularly rice, holds deep emotional significance and is a primary cultural link when living overseas.
According to Graham Carter, Managing Director at Ebro India, “Indians have always associated rice with tradition, care, and family. With the ‘Feel Home with Tilda’ campaign, we wanted to capture those small yet significant rituals that accompany every Indian goodbye — from tilak to kheer — where rice quietly says the things that words can’t. Tilda is proud to be a companion to the Indian diaspora, helping them feel rooted at home even when they’re thousands of miles away.”
Also, Puneet Kapoor, Head of Marketing, Ebro India, said, “As a brand rooted in Indian soil and celebrated worldwide, we saw a beautiful opportunity to connect with NRIs right as they step out into a new world. Even when we leave India, we carry our culture with us through the festivals we celebrate, the rituals we follow, and the food we share. And rice, especially, remains at the heart of every Indian celebration, binding generations across borders. This is our way of saying, no matter how far you’ve gone or how long you’ve been away, that feeling of home travels with you. And in that sense, Tilda becomes more than just rice; it’s a slice of home, served with love.
Speaking about the campaign, Antony Rajkumar, CEO of StoryBoats, said, “This campaign is for every Indian who packs more than just clothes, who carries memories, spices, photos, and emotions. At the heart of this campaign is a simple but powerful insight: when you’re away from home, it’s the little things you end up missing the most. And sometimes, those little things come in a Tilda pack. That’s what Tilda is, a quiet, comforting reminder, wherever you land, a taste of home will always find you.”
The campaign is currently live at Delhi international airport and is being amplified through digital platforms and social media channels, targeting both outbound Indian travellers and settled NRI audiences. The campaign is supported by performance marketing and community-focused outreach, with the objective of creating long-term consumer stickiness and reinforcing Tilda’s association with trust, family, and authenticity.
By combining physical visibility with heartfelt storytelling, Feel Home with Tilda aims to deepen brand engagement, drive global recall, and support Tilda’s continued growth in international markets.
So, the next time you pass a Tilda billboard on your way out of the country, smile. You don’t need to pack a bag of rice to carry a piece of home. Wherever you land, Tilda will already be there; a quiet reminder that while you may be flying thousands of miles away, the feeling of home is never far behind!
