Tilda’s ‘Feel Home’ Campaign Touches Hearts of Indians Abroad

Tilda, the UK’s No.1 rice brand and a beloved name in Indian households worldwide, has launched a heartfelt new campaign—‘Feel Home with Tilda’—that celebrates the emotional journeys of Indians living abroad. This campaign is more than just an advertisement for rice; it’s a tribute to the deep connections Indians maintain with their roots, traditions, and memories, no matter where life takes them.

Bringing Home to the Departure Gate

The campaign’s centerpiece is a series of large, emotion-driven billboards at the New Delhi International Airport’s departure terminal. This location is no accident: for many Indians, the moments before boarding an international flight are filled with mixed emotions—excitement, nostalgia, and the ache of leaving loved ones behind. Tilda’s billboards serve as a gentle reminder that while travelers may be leaving India, they’re not leaving everything behind. The comfort of home, symbolized by Tilda rice, travels with them.

Food as a Cultural Bridge

For Indians, food—especially rice—is much more than sustenance. It’s a link to family, tradition, and celebration. Whether it’s the tilak at a farewell, the kheer at a festival, or a simple home-cooked meal, rice is woven into the fabric of Indian culture. Tilda’s campaign taps into this insight, positioning the brand as a companion to the Indian diaspora, helping them feel rooted and connected, even thousands of miles from home.

Graham Carter, Managing Director at Ebro India, explained:

“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.”

A Slice of Home, Served with Love

Puneet Kapoor, Head of Marketing at Ebro India, added:

“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 festivals, rituals, and the food we share. 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.”

Storytelling That Resonates

The campaign was conceptualized by StoryBoats, with CEO Antony Rajkumar highlighting the emotional core of the idea:

“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.”

Multi-Channel Outreach for Global Impact

The campaign is currently live at Delhi International Airport and is being amplified across digital platforms and social media, targeting both outbound Indian travelers and settled NRI audiences. Tilda is also leveraging performance marketing and community-focused outreach to create long-term brand loyalty and reinforce its association with trust, family, and authenticity.

More Than Just a Brand

By combining physical visibility with heartfelt storytelling, ‘Feel Home with Tilda’ deepens brand engagement, drives global recall, and supports Tilda’s continued growth in international markets. For NRIs and globally mobile Indians, Tilda is more than just a pantry staple—it’s a symbol of home, comfort, and the enduring ties that bind families across continents.

So, the next time you spot a Tilda billboard before your flight, remember: 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.