// Daawat //
Daawat Biryani Day
BRAND OVERVIEW
About Daawat
Daawat Biryani Basmati Rice is a premium variety produced by LT Foods, marketed as containing the "world's longest grain". It is specifically aged and processed to enhance the texture and aroma of biryani dishes.
INDUSTRY
FMCG
Campaign Name
Daawat Biryani Day
SERVICES
SOCIAL MEDIA & CONTENT STRATEGY
The Insight
01.
Just Dial
Hyperlocal search platform Justdial's report on food searches from April 2023 to March 2024 revealed one clear champion: biryani. This delicious and fragrant rice dish topped the charts everywhere across India, from big cities to small towns, with regional variants ruling the roost.
02.
Swiggy
A Swiggy report also found that biryani was the most-ordered dish on its food delivery platform in 2023, with Indians ordering 2.5 biryanis per second in the year. “For every 5.5 chicken biryanis, there was one vegetarian biryani ordered,” the company said in the report, adding that the maximum orders came in from Chennai, Delhi, and Hyderabad, with these cities placing more than 10,000 orders each.
The Campaign
We have a pizza day, a burger day and a donut day, but imagine despite of birayni being the most searched dish and the most ordered dish we still dont have a biryani. That didnt go well with Grapes Worldwide, another truly biryani fan. And look at all the research done. Every slide shouted at us to launch a Biryani Day. So, so we launched World Biryani Day in 2022, celebrating it first on July 3, 2022, to honor the beloved dish, making it an annual event on the first Sunday of July, with subsequent celebrations expanding globally with digital campaigns and chef collaborations.
The Website
Why 3rd July?
IN MEDIA
