Innovative Use
Behrouz Biryani’s big Biryani reveal
After three hours, the countdown reached zero, and the billboard was unveiled to reveal a larger-than-life 3D steaming plate of biryani
Behrouz Biryani executed an OOH campaign that used suspense and anticipation to engage audiences. A static billboard was installed at a traffic-heavy location, featuring nothing but a large countdown timer. With no branding or product imagery, the billboard encouraged curiosity as passersby speculated about what it could be.
After three hours, the countdown reached zero, and the billboard was unveiled to reveal a larger-than-life 3D steaming plate of biryani along with the message: “Once a Royal Secret, Now a Royal Feast.” The reveal lasted for just two minutes before the curtain was drawn back, and the countdown reset for the next cycle.
This approach turned a traditional billboard into an interactive experience, drawing repeated attention and engagement. By combining mystery with a dramatic reveal, Behrouz Biryani reinforced its brand positioning, making the campaign more memorable and impactful.