MAM

Behrouz Biryani’s campaign by Posterscope gives consumers a culinary experience on the go

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/06/25/berouj.jpg?itok=Sz2fHDjU

MUMBAI: Rebel Foods, in collaboration with Posterscope India, recently rolled-out an outdoor campaign for Behrouz Biryani. While Behrouz campaigns have always created drool worthy experiences, Posterscope aimed at delivering an unprecedented campaign for the brand. In 2018, the campaign objective was to create awareness for the brand in the national capital. However, this year the objective was to create a shift in focus from awareness to consideration, building on last year’s achievements which saw 3X growth in sales and 5x growth in search.

Living in a city where hustle is a lifestyle, the online food delivery model is gaining popularity by the minute, especially among the working-class. Through a scientific approach towards planning, hotspots were identified from where food ordering takes place on a large scale, post which a media plan was created that directly spoke to the target audience. The campaign was executed at high congregation TG touchpoints in addition to dominating Cyber City & Cyber Hub, which is a corporate hub at Gurugram.

Posterscope deployed a multi-media campaign where multiple creatives were used to showcase the different variants of Biryani, ranging from Dum Gosht Biryani to Lazeez Bhuna Murg Biryani to Zaikedaar Paneer Biryani. Clutter breaking innovations like Block Out Printing, 3D Cut Outs, and Dynamic Lighting were executed to enhance the tempt value of the culinary experience.  Out of all the innovations, the Block Out Printing took the center stage as it serves as a regular billboard in the day and transforms into a piece of art at the break of dusk. The hashtag, #ExperienceTheRoyalty used across the campaign, helped build Social interactivity leading to 10mn+ 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 proof of pudding, pardon the pun, of why we continue to repose faith in Posterscope”, opined 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 happy to announce that the campaign has been received extremely well in the market.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/16/adidas.jpg?itok=yFfZ0TDB
adidas by Stella McCartney debuts performance apparel prototypes in continued push to create a more sustainable future for sport

MUMBAI: Today adidas makes strides in the continued drive to solve the problem of product waste with the introduction of two new apparel innovations within adidas by Stella McCartney – the first 100% recyclable hoodie created from garment waste with NuCycl™ fiber by Evrnu and a tennis dress created...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/16/eent.jpg?itok=Ip30tOZz
One Digital Entertainment and Event Capital announce “Social Nation”, India’s first ever festival celebrating the democracy and power of Digital content creators and the community

MUMBAI: One Digital Entertainment is known for giving the Indian digital entertainment industry some key digital influencers and first of its kinds, digital IP’s. Now, the network is all set to bring the first ever live event in the form of  Social Nation by joining hands with the largest event IP...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/16/gpm.jpg?itok=AedMx8TA
Vote the Hell, a collaborative content piece between GroupM’s motion content group and Dish TV wins at mCube media awards

MUMBAI: ‘’Vote the Hell’’, Motion Content Group and Dish TV India’s comedy show, in association with Friday Code Private Limited, won the mCube Media Awards 2019, the premier digital marketing awards in India, in the Best Content in an Influencer Marketing Campaign – (Best Co-created Video Content...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/16/lays.jpg?itok=RC6LR5j9
Lay’s Wavez campaign on Tiktok gathers 2 bn views within 3 days of launch

MUMBAI: Lay’s, one of India’s leading potato chips brands, received an overwhelming response on TikTok for its Wavez4India Challenge. Launched by Yuvraj Singh, one of India’s favourite cricketers and Shakti Mohan, the country’s dancing sensation, the challenge received over 2 billion views in just...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/16/idfc.jpg?itok=gNOwFsqP
IDFC FIRST makes banking all about you

MUMBAI: Following the merger of IDFC Bank and Capital First, the financial institution created a new entity - IDFC FIRST Bank and a new brand proposition - #AlwaysYouFirst. To promote this new customer-first approach and its 7 per cent pa savings account, Interactive Avenues – a Reprise Network...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/16/tatasalt.jpg?itok=wcIt1Kdh
Tata Salt’s ‘Maulichi Savali - Mother Nature’s Compassion and Care’ urges devotees to sow seeds of positive change

MUMBAI: Tata Salt in a unique initiative, living up to Tata Salt’s claim of being ‘Salt of the nation’, addressed the issue climate change by making 1.5 million devotees towards Pandharpur sow the seeds of positive change. Tata Salt engaged the Yatris in the act of compassion towards Mother Nature...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/16/vinod.jpg?itok=sJCFcWPc
SOCXO Solutions bags brand advocacy mandate for Clarion Technologies

MUMBAI: SOCXO, the Bangalore-based brand advocacy solutions provider, announced winning the brand advocacy mandate of Clarion Technologies, a leading technology solutions provider specialising in web, mobile and technology services. The SOCXO platform will help Clarion Technologies channelise its...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/16/varun.jpg?itok=d3laqz7y
Reebok ups the fitness game, ropes in Varun Dhawan as the brand ambassador

MUMBAI: Leading fitness brand Reebok takes a giant leap forward with the announcement of renowned Bollywood actor and fitness enthusiast, Varun Dhawan, as their new brand ambassador in India. The brand recently brought in Katrina Kaif as the brand ambassador, and now with Varun Dhawan joining the...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/16/tac_0.jpg?itok=9_Ba_bPG
Advertising Club announces the 2nd edition of India Digital Review: “D-CODE” presented by MX Player

MUMBAI: Digital marketing and engagement has now emerged as the staple in every brands marketing strategy. Fuelled by affordability, accessibility and data availability, digital is now the new mantra being leveraged by advertisers to build brands and businesses.  After the phenomenal success of the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories