LT Foods has launched the fifth edition of Daawat World Biryani Day, introducing a technology-led campaign featuring Bollywood actor Shah Rukh Khan to mark the annual celebration.
Observed on the first Sunday of July, Daawat World Biryani Day, a registered intellectual property of LT Foods since its launch in 2022, aims to celebrate the widespread appeal of biryani across cultures and generations.
As part of this year's campaign, consumers can create personalised videos featuring themselves alongside Shah Rukh Khan, combining artificial intelligence, entertainment and food to deliver an interactive brand experience. The initiative is designed to deepen consumer engagement while encouraging people to celebrate their love for biryani.
Speaking on the occasion, Ritesh Arora, CEO – India Business & Far East, LT Foods Ltd., said,“Biryani is not just a dish — it is an emotion shared across generations, geographies, and cultures. Five years ago, we instituted Daawat® World Biryani Day® because we firmly believed that Biryani deserves its own special day where we celebrate this delectable iconic dish, whose appeal can never be satiated. Today, it has become a cultural moment owned by biryani lovers globally. This year, we wanted to make the celebration even more personal, immersive and memorable for biryani lovers. This year’s campaign is our way of bringing together food, technology and entertainment to create moments that consumers will cherish and share with their loved ones.”
Ritesh Sud, Chief Marketing Officer – India & Far East, LT Foods Ltd. said, “Daawat® World Biryani Day® belongs to Biryani lovers and this year, we wanted to give them something truly iconic. What could be more special than sharing your love for Biryani alongside the King of Bollywood himself? Our campaign makes this dream a reality for biryani fans. Whether you are cooking for your family in Mumbai or hosting a biryani feast in Hyderabad, this is your moment to shine. We can't wait to see every Biryani lover step into the spotlight alongside Shah Rukh Khan and share their personalised story with their near and dear ones.”
The campaign also reinforces Daawat's positioning as a global basmati rice brand, with LT Foods continuing to expand its portfolio of premium rice products.
