MUMBAI: Behrouz Biryani, the digital-only premium biryani brand, has roped in Carat India, the flagship media agency from Dentsu Aegis Network, as its media agency.
Carat won the mandate following a multi-agency pitch and will now handle the account from its Mumbai office. Meanwhile, under this new partnership, Columbus India, the digital agency from Dentsu Aegis Network, is now in-charge of the brand’s digital account. For the record, Behrouz Biryani recently launched its first advertising campaign that takes one through a gastronomical journey tracing the origins of the brand since its inception. This is the brand’s first integrated campaign extending across digital, print, outdoor and radio.
FAASOS Food Services (FFSPL) Group CMO Sagar Kochhar says, “Being a digital-only brand, it was important for us to create a campaign highlighting the USP of the brand - i.e the aeons old, authentic Persian recipe, the fine ingredients and a compelling brand story. Meanwhile, when it came to delivering business results, the objectives were non-negotiable. An infallible media strategy that could connect to our target audience in the most cost effective manner was the need of the hour. Carat’s focused and integrated solutions for our business challenges look seamless to us and we are delighted to have them with us as we embark on this exciting journey ahead.”
Carat Media CEO Rajni Menon adds, “We are extremely delighted to partner with Behrouz Biryani. We are confident in driving strong and positive integrated media strategies to raise brand awareness resulting in positive business results. We are looking forward to this partnership, taking their business to a larger scale.”
The only biryani brand in India to scale across the country, Behrouz with its presence across 15 cities, has emerged as a clear leader in biryani as a category. Moreover, with the food industry moving from dine-ins to online ordering, Behrouz has been able to successfully scale up its intricate secret recipe across 15 cities through a network of 160 cloud kitchens.
