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Tag: Behrouz Biryani

  • Behrouz Biryani stirs up festive cheer with return of the Golden Spoon

    Behrouz Biryani stirs up festive cheer with return of the Golden Spoon

    MUMBAI: This Dhanteras, Behrouz Biryani is turning tables into treasure troves with the return of its Golden Spoon of Fortune. Last year, the golden-plated spoons captured hearts across India, appearing in individual delivery orders and instantly becoming a symbol of goodwill, prosperity, and festive bonding. Families shared moments of delight, generating hundreds of social media shares and online chatter, the ultimate digital shagun.

    The Golden Spoon is not just a token; it embodies care, connection, and celebration. When inventory ran low for late-night orders last year, the Behrouz team went into full festive overdrive tracking availability across cities, sourcing from Genies, Ubers, and Borzos, and ensuring every missing spoon reached its home overnight. This commitment underlined the brand’s ethos of delivering joy as much as biryani.

    By popular demand, the Golden Spoon returns for 24 hours only on Dhanteras, October 18th. Each spoon is elegantly wrapped in a royal blue sleeve, emblazoned with the words: “A Golden Spoon, for your Khushhali and Good Fortune.” These spoons are designed to spread abundance and happiness, whether placed on festive tables or kept as a decorative reminder of prosperity. The gesture marries traditional Dhanteras customs where new utensils signify wealth with a modern twist of joy and family connection.

    Rebel Foods CMO Nishant Kedia commented, “The Golden Spoon is more than a symbol. It represents prosperity, togetherness, and the joy of sharing meals with loved ones. This campaign honours age-old customs while creating new memories, reminding everyone that every meal can be a moment of celebration. We’re delighted to add a touch of festivity and meaning to the dining experience this season.”

    Rebel Foods brands comms & social media lead Divya Divakaran added, “Some campaigns start as marketing ideas but end up touching hearts. Last year, families unwrapping their biryani to discover a golden spoon created priceless moments of connection. Bringing it back this year felt less like a decision and more like an emotion we owed to our customers.”

    The campaign will light up digital platforms for one day only, covering Mumbai, Pune, Hyderabad, Bengaluru, Chennai, and Delhi NCR. For 24 hours, customers can claim a slice of festive prosperity alongside their biryani, sharing in the magic of a tradition that blends heritage, generosity, and the joy of togetherness.

    In a season where every gesture counts, Behrouz Biryani’s Golden Spoon reminds us that it’s not just the food, but the thought behind it, that makes celebrations truly golden.

     

  • A Regal Feast: Behrouz Biryani launches luxurious ‘Royal Metal Handi’

    A Regal Feast: Behrouz Biryani launches luxurious ‘Royal Metal Handi’

    MUMBAI: Behrouz Biryani, has introduced its most opulent offering yet the ‘Royal Metal Handi’ biryani. Launched just in time for Ramadan, this first-of-its-kind metal handi elevates home dining and group feasting with portions serving two or four.

    To mark the launch in true royal fashion, Behrouz installed a dramatic countdown billboard at Mumbai’s Mahim Causeway, concealed behind velvet curtains. As the timer reached zero, the curtains dropped, revealing a steaming Nawabi Handi biryani with the message,‘Once a royal secret, now a royal feast’.

    The brand is also transforming a section of Inorbit Mall Vashi into a Nawabi palace, treating visitors to a special Eid surprise—a traditional ‘Eidi Lifafa’ containing Behrouz Biryani gift vouchers.

    To amplify the launch, Behrouz has partnered with top Indian comedians and influencers, including Sumukhi Suresh, Prashasti Singh, Sahil Shah, and Aadar Malik. They will partake in an interactive challenge, deciphering ancient Urdu clues to unlock the royal biryani.

    Rebel Foods co-founder & CEO, Ankush Grover stated, “The Royal Metal Handi is our way of adding an extra touch of grandeur to Ramadan feasts. From our unveiling film featuring Saif Ali Khan to our ‘Barkat Box’ community initiative, we are making Behrouz the flavour of the season.”

    To further captivate audiences, Behrouz has produced a grand television commercial featuring Saif Ali Khan and narrated by Vijay Raaz, reinforcing the brand’s royal heritage.

    Behrouz Biryani has also launched a special Ramadan menu, featuring Zaffrani Gosht Biryani, Murgh Biryani, rich Haleem, Angara Murgh Kebabs, Gosht Seekh Kebabs, crispy Murgh Samosas, and the indulgent Shahi Tukda. Additionally, the ‘Royal Iftari Sandooq’ offers a seven-course Nawabi feast, including Murgh Shorba, Dum Gosht Biryani, and a regal dessert selection.

    With this lavish new offering, Behrouz Biryani continues to set the benchmark for festive dining, making this Ramadan a truly royal affair.

  • Behrouz Biryani launches ‘The Nawabi Surprise’ campaign

    Behrouz Biryani launches ‘The Nawabi Surprise’ campaign

    Mumbai: Rebel Foods’ flagship brand, Behrouz Biryani, has launched a Diwali campaign, ‘The Nawabi Surprise,’ featuring Saif Ali Khan. The campaign, starts on 25 October 2024, uses AI to deliver personalised video messages from the actor with every order. Customers receive a palace-shaped card with an interactive door and a QR code that unlocks the video greeting from Saif Ali Khan.

    Rebel Foods CMO Nishant Kedia said, “This Diwali, we wanted to create something truly memorable for our customers, combining the royal essence of Behrouz Biryani with cutting-edge personalisation. With Saif Ali Khan’s charm and our Nawabi Surprise, we’re bringing a unique blend of tradition and technology to elevate the festive experience.  This initiative reflects the brand’s deep-rooted traditions while embracing innovative approaches to create a memorable celebration.”

    The personalised greeting can be shared on social media and redirected to WhatsApp for easy downloading and forwarding. Customers can create multiple videos for loved ones, spreading festive cheer. With ‘The Nawabi Surprise’, Behrouz Biryani blends tradition and technology to make Diwali 2024 memorable.

  • Soha Ali Khan puts an end to festive FOMO with a luxurious Behrouz Biryani feast

    Soha Ali Khan puts an end to festive FOMO with a luxurious Behrouz Biryani feast

    Mumbai: Rebel Foods, the world’s largest internet restaurant company’s homegrown brand Behrouz Biryani has announced its collaboration with actress and content creator, Soha Ali Khan for its Diwali campaign FOMO – Fear of missing out. With this campaign, Behrouz Biryani aims to transform the FOMO sentiment into joyful celebrations by sharing insights into the collective curiosity about celebrity revelry. Under this, Behrouz is providing an enchanting insight into the luxurious Diwali festivities hosted at the Pataudi residence.

    To embrace the royal lineage, Soha Ali Khan extends a royal invitation to celebrate the Diwali feast with Behrouz Biryani; turning the desire for an extraordinary experience into a doorstep-delivered celebration. With a commitment to delivering a seamless and comprehensive Diwali experience, the collaboration will ensure that no aspect of the festive splendour is overlooked, promising an immersive and unparalleled celebration accessible to all.

     

  • Rebel Foods appoints Essence as its integrated media agency in India

    Rebel Foods appoints Essence as its integrated media agency in India

    Mumbai: WPP by GroupM’s media agency Essence on Thursday announced that it has been appointed as the integrated media agency of record by Rebel Foods in India. Led out of its Mumbai office, Essence’s scope of work includes strategy, analytics, media planning and media activation for the internet restaurant company’s brand marketing activities.

    As part of the partnership, Essence’s first few activities for Rebel Foods include campaigns for Faasos targeting fast food lovers and Sweet Truth celebrating midnight cravings, along with integrated communications plans for Behrouz Biryani and the company’s food court on an app experience, EatSure, in key markets.

    Founded in 2011 and headquartered in Mumbai, Rebel Foods is home to brands such as Faasos, Behrouz Biryani, Oven Story Pizza, Lunch Box, Mandarin Oak, The Good Bowl, SLAY Coffee, Sweet Truth and Wendy’s.

    With a network of over 4,000 restaurants across over 450 kitchens in more than 70 cities spanning 10 countries worldwide, the company has developed its own operating system of culinary innovation, robust supply chain and full-stack technology, through which food brands are launched and scaled up in a very short period of time.

    Rebel Foods currently operates over 45 own and partner brands, ranging from startups to global majors, to cater to consumers’ different food missions.

    Commenting on the partnership, Rebel Foods co-founder and India CEO Ankush Grover said, “We are on a journey to build the world’s most exciting and delightful food company, serving the highest quality of brands across customer food missions in every neighbourhood in the world. Keeping our vision in mind, it is inevitable for our brands to have a communication strategy that focuses on customer-first offerings, while complementing our brand promise. Over the years, our communication has been authentic, relatable, creative, innovative, and at the same time, has reflected the brand’s core value. We believe Essence is an ideal partner to help us in our journey with an insight-led analytical approach, while bringing a unique style of creativity and innovation. We are looking forward to collaborating with Essence on some exciting campaigns and strategies.”

    “Rebel Foods is a revolutionary, fast-growing cloud kitchen operator with multiple food brands in its portfolio. With our data-driven approach to strategy, analytics and media, focused on delivering value to brands and consumers through innovation, we see opportunities to help Rebel Foods drive greater synergies and efficiencies across its brands, while defining bespoke growth paths for each brand,” said Essence managing director, India Sonali Malaviya. “We are thrilled to collaborate with Rebel Foods on its exciting growth journey and become its ally in achieving its growth goals.”

    Rebel Foods joins Essence’s diverse portfolio of clients across its Bengaluru, Delhi and Mumbai offices, covering a mix of high-growth, technology-driven startups as well as established local and global companies.

    Since Essence’s entry into India in 2016, the agency has seen an increasing demand by companies for its transformational data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating brand and business growth.

  • Behrouz Biryani’s campaign by Posterscope gives consumers a culinary experience on the go

    Behrouz Biryani’s campaign by Posterscope gives consumers a culinary experience on the go

    MUMBAI: Rebel Foods, in collaboration with Posterscope India, recently rolled-out an outdoor campaign for Behrouz Biryani. While Behrouz campaigns have always created drool worthy experiences, Posterscope aimed at delivering an unprecedented campaign for the brand. In 2018, the campaign objective was to create awareness for the brand in the national capital. However, this year the objective was to create a shift in focus from awareness to consideration, building on last year’s achievements which saw 3X growth in sales and 5x growth in search.

    Living in a city where hustle is a lifestyle, the online food delivery model is gaining popularity by the minute, especially among the working-class. Through a scientific approach towards planning, hotspots were identified from where food ordering takes place on a large scale, post which a media plan was created that directly spoke to the target audience. The campaign was executed at high congregation TG touchpoints in addition to dominating Cyber City & Cyber Hub, which is a corporate hub at Gurugram.

    Posterscope deployed a multi-media campaign where multiple creatives were used to showcase the different variants of Biryani, ranging from Dum Gosht Biryani to Lazeez Bhuna Murg Biryani to Zaikedaar Paneer Biryani. Clutter breaking innovations like Block Out Printing, 3D Cut Outs, and Dynamic Lighting were executed to enhance the tempt value of the culinary experience.  Out of all the innovations, the Block Out Printing took the center stage as it serves as a regular billboard in the day and transforms into a piece of art at the break of dusk. The hashtag, #ExperienceTheRoyalty used across the campaign, helped build Social interactivity leading to 10mn+ impressions.

    “Going from generating mass awareness to substantiating loyalty, is one of the most difficult journeys for any brand. As a digital first brand, we are very particular about the work we do in the offline space. The fact that the campaign helped churn 1.5X growth in sales and 3x growth in search, is proof of pudding, pardon the pun, of why we continue to repose faith in Posterscope”, opined Sagar Kochhar, Group CMO, Rebel Foods.

    Speaking on the campaign, Haresh Nayak, Group MD – Posterscope – South Asia, said, “With every campaign that we develop, our ambition is to create a communication as differentiated as the brand itself. Given the regal positioning of the brand, we set up a royal Persian aura in our minds right from the conceptualization to the execution. The innovative mediums and accurate touchpoints further helped us create the impact we have envisioned for the brand. The reach of the campaign has been mapped on Posterscope’s proprietary tool, OOHZONE and happy to announce that the campaign has been received extremely well in the market.”

  • This is probably the first ad for a Biryani company – Behrouz Biryani

    This is probably the first ad for a Biryani company – Behrouz Biryani

    MUMBAI: Behrouz Biryani, the largest biryani brand in the country with its rich Persian heritage, has launched its first ad campaign.

    Crafted by BBH India, the film takes you through a gastronomical journey tracing the origins of biryani. This is the brand’s first integrated campaign extending across digital, print, outdoor and radio.

    Sharp visuals, delectable food shots infused with veteran actor Raza Murad’s voice ignite the screen to bring alive the story of this Persian inspired biryani. The film has been directed by popular ad film director, DoP and special FX expert Nick Sawyer best known for his work on international food brands.

    FAASOS (Faasos, Behrouz, Ovenstory, Mandarin Oak, Firangi Bake, Sweet Truth & more )CMO Sagar Kochhar says, “We are extremely delighted to launch our first ad campaign and this is an important milestone in our journey towards being the ‘Royal’ Biryani of the country. This film pivots around the brand story that we created since our inception, a 2000 year old recipe from the lost Persian kingdom of Behrouz, where wars were fought to win this recipe. Being a digital only premium brand with no physical/dine in presence, the campaign is targeted to create brand awareness highlighting its alluring Persian brand persona and a recipe worth indulging when you think of not just ordering a biryani, but actually experiencing finesse.”

    According to Behrouz’s market research, Biryani is the highest searched and the most ordered dish in India. However, there is no single organized Biryani player with the ability to give a superior and consistent product to the consumer across the country.

    Moreover, with the food industry moving to online ordering from dine-ins, Behrouz has setup a network of 160 cloud kitchens to cater to a large geography at a reasonable cost.

    BBH CCO and managing partner Russell Barrett adds, “We’ve quite willingly done a lot of research on biryanis. A lot of research. The idea of an origin story for something as ubiquitous as biryani is a story waiting to be told. The film is beautifully crafted and besides taking you on a fantastic journey through time, it makes you want to order a biryani; an impulse which you should absolutely give in to when it comes to Behrouz.”

    Incorporated in 2016, Behrouz Biryani is the first and largest Biryani brand in the country. With presence in 15 cities across 160 locations, Behrouz is the first every organised player in this segment in the country. The brand has no physical store-front and works on a dark kitchen-delivery only model.