WORLD
BIRYANI DAY
Client: Crown Rice | 2024 | Creative direction, Scriptwriting & Strategy
In low involvement categories like rice where consumers don't often feel like changing brands, share of voice and discoverability is often limited by the budget allocated for the ad campaign. Yet most outcomes of using any brand's rice are technically indistinguishable.
As Daawat went overboard to promote it's Biryani Day, we will hijack the word "Daawat commonly reffered in Indian vernacular as a grand feast, and say that "Daawat-e-Biryani unda banane ka secret hai Crown Basmati Day".
Assuming Daawat is the only brand that has put up billboards, print ads and social media ads on a PAN India basis, we take this opportunity in a roundabout way and ask people to share photos/screenshots of any ads that have a photo of “Biryani” in them.
We launched our promotional offer in a reel explaining the concept to our audience and ask them to send us photos of biryani that they spot across till 7th July. Once they tagged us in these photos, we gave them a gift hamper of Crown Basamti Rice with the driving message being that “Davat-e-biryani umda banane ka secret hai Crown Basmati Rice»
We created a parody in the format of the Neelam Show, asking people questions that help us conclude that Davat-e biryani achi banane ka secret hai Crown Basmati Rice.