Even in lockdown, Indians sought the comfort in a hot plate of biryani. It has been the most ordered dish for four consecutive years. As a result, the top searched phrase for biryani was ‘Biryani Near Me’. This key phrase was searched for 2.1 lacs times each month.
Objectives
Communicating that the ‘nearest biryani’ is in your kitchen, to induce home cooking and intend trials. So that next time one craves biryani, instead of ordering it from outside, he can cook it right at home with the biryani specialist aka Daawat Biryani Rice.
The Approach
Daawat intervened in all the keywords related to biryani and redirected the audience to our easy and tasty biryani recipe videos.
As a result anyone searching for ‘biryani near me’ on Google was shown ads on the nearest authentic biryani a.k.a. a Daawat Biryani pack on their kitchen shelf.
On YouTube, we renamed our existing pool of recipe videos featuring Sanjeev Kapoor to tap into relevant & trending search items and attract more eyeballs.
Going Regional
We rebuilt our biryani recipe videos in relevant languages to tap into target states like Maharashtra, Gujarat , U.P. ETC,
The Result
1.9Mn Incremental views on YouTube in 3 months (around 14%)
2.5Mn Incremental views in another 4 months (around 17%)
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