MAM

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

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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.”

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