Behrouz Biryani is bringing back its Golden Spoon initiative this Dhanteras, celebrating the festival with a tradition aimed at fostering goodwill, prosperity, and family bonding.
The Golden Spoon campaign had first gained attention last year when customers discovered golden-plated spoons in their delivery orders. Inspired by the symbolism of new utensils bringing prosperity during Dhanteras, the initiative generated widespread social engagement and shares as families embraced it as their festive shagun.
During the previous campaign, Behrouz Biryani ensured that every order reached customers, even when inventory ran low for late-night deliveries. The team coordinated across cities to source inventory and arrange deliveries through Genies, Ubers, and Borzos, making sure every missing spoon was delivered. The campaign highlighted the brand’s emphasis on care, connection, and joy.
This year, the Golden Spoon will be available for 24 hours only on Dhanteras, 18th October. Each spoon is wrapped in a royal blue sleeve with the words: “A Golden Spoon, for your Khushhali and Good Fortune.” The spoons are designed to represent abundance and happiness, which can be shared with family and friends, placed on festive tables, or kept as a decorative reminder of prosperity.
Nishant Kedia, CMO of Rebel Foods, said, “Building on the Golden Spoon tradition, we’re bringing it back this festive season to deepen our connection with customers and families. The Golden Spoon is more than just a symbol - it represents prosperity, togetherness, and the joy of sharing meals with loved ones. Through this campaign, we aim to honour age-old customs while creating new memories around the table, reminding everyone that every meal can be a moment of celebration. It’s our way of adding a touch of festivity and meaning to the dining experience, making this season truly special.”
Divya Divakaran, Brands Comms & Social Media Lead of Rebel Foods, said, “Some ideas begin as marketing, but end up touching hearts - the Golden Spoon was one of those. What started as a simple nod to Dhanteras last year became a moment of connection between us and our customers. Families unwrapping their biryani and finding a little symbol of fortune inside - it was so wholesome. This year, bringing it back felt less like a decision and more like an emotion we owed to everyone who made it special.”
The campaign will be active across digital platforms on 18th October in Mumbai, Pune, Hyderabad, Bengaluru, Chennai, and Delhi NCR, offering customers a festive symbol of prosperity along with their biryani.
