Home Cooking (Online Ordering + Build Attention)
India loves biryani with 2.2M searches per month and 95 orders per minute. We will intercept high-intent searches like “biryani near me” and “order biryani online” and redirect that hunger toward cooking biryani at home with Daawat. This includes search led capture, mid-funnel recipe landings, and pre-emptive ads placed before users searching for any rice or biryani recipes. We then remarket aggressively using short-format bumper ads to keep Daawat top of mind when the actual cooking decision is made.
Build Authority and Own the Biryani Conversation with Cooks
At the cook level, Daawat becomes the definitive biryani expert by scaling premium recipes with Sanjeev Kapoor and expanding into vernacular, region-specific biryani content. We move from recipes to rituals by owning cultural moments through digital properties like Biryani Corner, Biryani Day, Biryani Moments, Next Day Biryani and Leftover Biryani, layered with a CSR angle to reduce food waste. The goal is to shift Daawat from being just rice to being the brand people trust for every biryani moment.
Win at the Shelf and Search (Grocery Shoppers)
For grocery shoppers, the focus is sharp conversion. We optimize all A+ content across platforms, aggressively bid on biryani rice and adjacent keywords, and directly pitch Daawat against competitor products with clear superiority cues. This ensures that when consumers move from inspiration to purchase, Daawat is the most visible, most credible, and most compelling biryani rice choice in the category.
