Behrouz Biryani crafts drool-generating campaign
By Pray Jani - June 26, 2019
The company Rebel Foods, in association with Posterscope India, has launched an innovative campaign to promote brand Behrouz Biryani with clutter breaking presence
Rebel Foods in association with Posterscope India has rolled out a new OOH campaign for its brand Behrouz Biryani. The campaign leveraged the brand’s achievements last year - 3X growth in sales and 5x growth in searches. Designed with a scientific approach towards planning, the campaign involved identification of hotspots that saw the large scale food ordering. Post this, a media plan was created that spoke directly to the target audience. The campaign was executed at high congregation TG touchpoints in addition to highly visible presence at Cyber City & Cyber Hub in Gurugram.
Posterscope deployed a multi-media campaign, where multiple creatives were used to showcase the different variants of Biryani.
Some of the clutter breaking innovations included Block Out printing, 3D cut outs, and dynamic lighting. Block Out printing in particular took the centre stage, making the creative transform from a regular billboard during the day to a piece of art at dusk. The hashtag, #ExperienceTheRoyalty used across the campaign, helped build social interactivity leading to over 10 million 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 the proof of pudding, of why we continue to repose faith in Posterscope,” said 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 we are happy to announce that the campaign has been received extremely well in the market.”