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