Behrouz Biryani, the flagship biryani brand of Rebel Foods, has partnered with premium basmati rice brand Daawat to launch Daawat-e-Behrouz, a limited-edition collaboration to mark World Biryani Day.
Running from 27 June to 5 July, the campaign will see Behrouz Biryani prepared using Daawat Biryani Rice, alongside the brand's signature blend of 23 shahi spices and slow dum cooking technique. The initiative aims to celebrate India's enduring love for biryani while highlighting the role of premium ingredients in delivering an elevated dining experience.
Commenting on this, Nishant Kedia, Chief Marketing Officer, Rebel Foods, said,"At Behrouz Biryani, we craft every biryani so that you can relish the authentic royal experience and it all begins with the selection of the finest ingredients. The collaboration between the two companies, with their unyielding passion for quality and craftsmanship, will create a unique experience with our consumers through Daawat-e-Behrouz. For Daawat World Biryani Day, we wanted to celebrate with our consumers by giving them the most royal experience where they can have the finest Daawat rice, flavors and the authentic Behrouz experience."
The campaign will be promoted through digital storytelling, creator collaborations, website and app integrations, and menu communication. As part of the activation, Behrouz Biryani will also collaborate with more than 100 macro and micro influencers. While macro creators will focus on culinary craftsmanship and the brand's premium positioning, micro influencers will spotlight the use of Daawat Biryani Rice and the World Biryani Day celebrations.
The campaign will be anchored by the message, 'Made with the Finest Daawat Biryani Rice', reinforcing the brands' shared emphasis on quality and culinary excellence.
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