October 15, 2026: AWL Agri Business Ltd. (formerly Adani Wilmar Limited), under its premium Kohinoor Basmati Rice portfolio, is taking its celebration of Gujarati culture from music to movement with the #NavratriKuchhKhaas hook-step challenge. Building on its musical collaboration with celebrated Gujarati singer Aditya Gadhvi, the initiative invites audiences to recreate the signature hook step and put their own spin on the celebrations during Navratri

Commenting on the initiative, Jignesh Shah, Head - Media & Digital, AWL Agri Business Ltd., said, “At Kohinoor Rice, we believe that food and shared experiences are at the heart of every celebration. Navratri, with its blend of music, dance and traditions, embodies this spirit of togetherness. Our collaboration with Aditya Gadhvi seeks to bring this festive spirit to life in a way that it is culturally relevant and engaging for today’s audiences while honouring the festival’s cultural roots. Through #NavratriKuchhKhaas, we invite people to join the celebration, express their creativity and make their Navratri celebratory moments even more special."

Navratri holds a special place in Gujarat’s cultural calendar, bringing families, friends, and communities together through nine nights of music, garba and festivities. Against this cultural backdrop, Kohinoor Rice aims to move beyond conventional brand communication by creating opportunities for consumers to actively participate in the nine-nights of dance and music festival. Aditya Gadhvi brings cultural authenticity to the collaboration as he is known for his distinctive voice and contemporary interpretation of Gujarati folk music.

To amplify the initiative, Kohinoor Rice is partnering with leading choreographers, dance studios, digital content creators, and Navratri events across Gujarat. These partnerships will help take the campaign across digital and on-ground platforms, popularising the signature hook-step and encouraging garba enthusiasts to put their own spin on it.

With this initiative, Kohinoor Rice continues to strengthen its connection with consumers by celebrating cultural occasions that are deeply rooted in their lives. By bringing together the appeal of Gujarati folk music and the interactive format of social media challenges, the brand seeks to create memorable festive experiences and cultivate meaningful consumer engagement.

Audiences can watch the music video, recreate the signature hook-step and share their videos on social media using #NavratriKuchhKhaas to participate in the challenge.