Challenge

Emoji is mightier than the word. Data suggests that over 5 trillion messages will be sent worldwide with emojis this year. However, what happens when the world's most common form of expression is not available for India’s favorite food item

As one of India’s most savored dish, ordered at an astonishing rate of 95 orders per minute, Biryani is more than just food for Indians. There are 3,178 emojis in the Unicode Standard, yet not even one is of biryani.

The challenge for the brand was to break through the clutter, pique the interest of the millennials and unify them to support something their love for biryani.

Objective

To unify the Biryani lovers & launch a conversation about the Indian youth’s favorite food in the one place where the youth hangs out the most — social media.

Creative Solution

MTV, which is at the forefront of youth culture, decided to turn this into a delicious cause by launching #JusticeForBiryani

MTV India intended towards garnering support from across the country for making Biryani an emoji on social media through a petition on Change.org.

The number of sign-ups on the petition is already close to 43,000 and counting.

It even caught the eye of influencers from B-Town like Aayushman Khurrana, Yami Gautam, Nawazuddin Siddiqui, Athiya Shetty and many more who joined the biryani-wagon.

MTV took the plea for biryani emoticon to the streets of Delhi with the one-of-a-kind ‘biryani march’! Spearheaded by 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 support to make it an emoticon.

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 organisation that works to get surplus food to the less fortunate. For every 10 signatures on the petition, MTV will feed biryani to one kid from the Robin Hood Army, once the campaign is closed.

Result

  • 300 Million
    Social Impressions
  • 80 Million
    Media Impressions
  • 33 Million
    INR of Earned Media
  • 30%
    Indian Population
    Organically Reached