Tilda, the UK’s leading rice brand and a beloved name in Indian households worldwide, has launched its new campaign, ‘Feel Home with Tilda’, aimed at forging a deeper emotional connection with Indian travellers heading abroad. More than just a kitchen essential, Tilda is positioned as a comforting symbol of home that transcends borders.
As part of this heartfelt campaign, the brand has unveiled large-format, emotion-driven billboards at the departure terminal of New Delhi International Airport—a poignant touchpoint where goodbyes are heartfelt and memories are packed alongside luggage. Here, Tilda gently reminds travellers that while they may be crossing continents, the feeling of home can journey with them.
The campaign’s core strategy is to enhance top-of-mind recall and brand preference among NRIs and globally mobile Indian audiences. At its heart lies a powerful cultural insight: for Indians, food—especially rice—is more than sustenance; it’s a deeply rooted emotional and cultural anchor, especially when far from home.
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!
