Television

MTV’s #BiryaniEmoticon campaign calls for the support of Biryani lovers to make it an emoticon

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/11/21/biryani.jpg?itok=TmBkwIEs

MUMBAI: What happens when you hear the word ‘Biryani’? Do violins start playing in your head? Does your heart skip a beat? Does your stomach start growling? If the answer is yes, and if your mouth is already salivating or your fingers have already reached a food delivering app, then you are one of the countless Biryani lovers in India who are truly and madly in love with biryani. Ordered at an astonishing rate of 43 orders per minute*, Biryani isn’t just a dish but an indefinable emotion. Yet, there isn’t an emoticon for it. And in a world of millennial lingos, not having an emoticon for India’s most relished dish is a Dhokha! To counter this dhokha, India’s No.1 Youth Brand, MTV launched a clutter-breaking campaign that started a movement to sign the petition for the first-ever Indian food emoticon on the dedicated page

Co- conceptualised in partnership with Tonic Worldwide, the campaign has undying love for biryani at its core and a very clear message-biryani is an emotion; it’s time to make it an emoticon! The cause got even more support with Biryani By Kilo coming on board as the official Biryani Partner. MTV kickstarted the campaign on social media with some quirky, bone tickling films, along with the most engaging, tongue-in-cheek creatives and infographics across platforms, that made an earnest plea for the emoticon. The quirky 60 seconders won't just make one laugh but also make us realise how passionate we are as a country for biryani. It makes us ponder over our ironical situation that even despite being a ‘young’ country, Biryani isn’t a part of the youth’s digital chat lingo. Through a series of posts and videos that reflected the variety and succulence of Biryani, MTV started conversations that called upon millions of food patrons to shower their support and sign the petition on the dedicated page. Three days into the campaign, an overwhelming response on social media poured in from leading brands and commoners, as the #BiryaniEmoticon #JusticeForBiryani was seen trending on Twitter.

The number of sign-ups on the petition is already close to 8,000 and counting, as you read this. So strong has the buzz been, that it caught the eye of leading influencers from B-Town like Aayushman Khurrana, Yami Gautam, Nawazuddin Siddiqui, Athiya Shetty and many more who joined the biryani-wagon in India’s collective request for making Biryani an emoticon.

MTV even leaped ahead and took the plea for Biryani emoticon to the streets of Delhi with the coolest and one of a kind ‘Biryani march’! Spearheaded by the popular VJ Gaelyn, over 600 college students stormed the streets of Delhi from Jamia Hamdard to New Delhi Institute of Management, Mehrauli to show their love for biryani and garner nationwide support to make it an emoticon- an integral part of the lives of millennials. But signing the petition is not where it ends. To spread the love for Biryani far and wide, MTV also associated with The Robin Hood Army, a non-profit organization that works to get surplus food to the less fortunate. For every 10 signatures on the petition, MTV will feed biryani to 1 kid from the Robin Hood Army, once the campaign is closed.

Speaking on the campaign, Navin Shenoy, Marketing Head, Youth, Music, and English Entertainment, Viacom18 said, “Quirk and innovation drive brand MTV. Through our brand campaigns, we have always tried to tap into the sentiments of India’s youth. Given the ever-burgeoning affinity for emoticons amongst millennials, the Biryani emoticon campaign is an effort to explore the social media vocabulary and connect with foodies at the same time. We are elated to know that the campaign has seen a mammoth response amongst the youth across platforms. It’s thrilling to have so many people join MTV to get justice for Biryani. It will be a long road from an emotion to an emoticon for Biryani, but I guess, the journey has started and unified the youth behind the cause.”

Talking on innovation of the campaign, Pratik Hatankar, Head of Innovations & New Initiatives, Tonic Worldwide, said " The way we communicate today, our tool of expression let's admit is an emoticon and you could say probably it's mightier than the word. The idea was to culture hack the nation's most loved food Biryani and connect with the youth.”

So, if you have already ordered a delectable plate of biryani just like we have, go visit http://chng.it/XJLfYK2wzx and sign the petition. It’s time to bring the #BiryaniEmoticon to life!

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/07/DD_Yadagiri.jpg?itok=Q1o1c9o8
MIB adds DD Yadagiri in must-carry list for broadcasters

MUMBAI: The Ministry of Information and Broadcasting (MIB) has mandated all distribution platform operators to carry DD Yadagiri as a must-carry Doordarshan channel. In its recent notification, MIB stated that DD Yadagiri is the 27th mandatory Doordarshan channel and according to section 8 of the...

Television TV Channels Terrestrial
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/cnbc.jpg?itok=IYSN0pYw
CNBC-TV18 introduces #CNBCTV18Tweetathon on its 20th anniversary

MUMBAI: CNBC-TV18, country’s leading English business news platform is hosting India’s biggest business unconference on Twitter on 6th December. To mark its 20th anniversary the channel is introducing #CNBCTV18Tweetathon, an unconventional conference with renowned personalities like Shereen Bhan,...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/spider.jpg?itok=jkziqLXB
&flix to air World TV Premiere of 'Spider-Man: Far From Home' on December 8

MUMBAI: &flix recently announced World Television Premieres of Hollywood movies. This time, the destination for the biggest Hollywood hits, is set to launch a new offering that is sure to delight viewers. The channel will offer movie enthusiasts a chance to leap forth into limitless...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/tv_0.jpg?itok=em2z6oDK
Maharashtra political dance pips English News ratings 24 per cent in week 48

The political dance, the shenanigans by various political parties for premiership in Maharashtra politics provided News channels with more eyeballs in week 48 of 2019 (Saturday, 23 November 2019 to Friday, 29 November 2019, week or period under review) as compared to the previous week according to...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/06/BARC.jpg?itok=9yRwGt1p
BARC week 48: No changes in pecking order of top five Hindi GECs

In week 48 of BARC India ratings, Star Ustav has jumped to eight position from tenth last week in the urban market. The channel has also moved one step up on the pay platform from ninth position to eight.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/ndtc.jpg?itok=yS6tf0Fk
NDTV files civil appeal in Supreme Court against SAT order

MUMBAI: NDTV has filed a civil appeal in the Supreme Court, challenging the 7 August SAT order that upheld a Rs 2 crore penalty on the media company imposed by SEBI for disclosure lapses regarding tax demand of Rs 450 crore. “NDTV has on 3 December 2019, filed a Civil Appeal before the Hon’ble...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/ragahv.jpg?itok=MKT4ltB8
Optimystix appoints Rajesh Bahl as director and group CEO

MUMBAI: Optimystix, the leading production house in both Fiction and Non-Fiction programming, appointed Rajesh Bahl as the Director and Group Chief Executive Officer. In his role as Director & Group CEO, Rajesh will not only be responsible for Optimystix’s growth strategy but will also help the...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/mtv.jpg?itok=2rMFkSr0
MTV Beats unveils exciting line-up for December

MUMBAI: Striding into the third year, India’s fastest growing 24*7 Hindi music channel, MTV Beats continues to hold the baton high for all things Bollywood and Music. As a one-stop-shop for the most happening Bollywood music, MTV Beats has reached approximately 500 million viewers over the last...

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/05/network18.jpg?itok=7vzCcuz_
Network18 denies asset sales to Times Group in BSE filing

MUMBAI: Network 18 has dismissed media reports of its asset sales to Times Group, calling the story “false and malicious,” in its latest Bombay Stock Exchange (BSE) filing. “We refer to your email...seeking clarification on news item ‘Network18 denies reports on assets sale to Times Group,”...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories