Biryani by Kilo, India's most beloved biryani and kebab chain, has captured hearts across the country by delivering the authentic taste of handi biryani right to your doorstep.
The idea to share traditional biryani recipes with the nation stemmed from nostalgia. The fragrant lanes of the past served as a reminder that metropolitan cities were missing out on the authentic and traditional flavours that were cherished in smaller towns.
In 2015, this vision became a reality, and biryani started arriving in handis. Since then, Biryani by Kilo has expanded to over 1,000 outlets and cloud kitchens across the country. Recently, the company raised $9 million in funding.
Despite being a widely recognised brand, it struggled to drive online orders through its own app due to the dominance of aggregator platforms like Zomato and Swiggy.
The upcoming T20 World Cup inspired us to turn the tables. We did the math, and the numbers were in our favour:
The equation was clear, and we launched a 360-degree integrated campaign for Biryani by Kilo: “Iss T20 World Cup, Karo Pet Bhar Predictions.
Engaging Predictions Platform: We developed a dynamic microsite linked with the BBK app, allowing users to predict match outcomes in real-time, from the toss to innings, with three levels of questions (easy, medium, hard). Winners enjoyed exciting rewards: 25% off at Level 1, 40% off at Level 2, and free biryani at Level 3.
Multi-Channel Promotion: The campaign was amplified across social media, performance marketing (Search Ads, UAC), affiliate platforms like CricHeroes, WhatsApp, app push notifications, email, print ads, and influencers to boost reach and drive orders.
Captivating Digital Films: We launched a digital film during the India vs. Pakistan match to encourage app installs, predictions, and engagement. The campaign ran throughout the T20 World Cup with more films to sustain user interest and participation.
In just 29 days, our game-changing strategy delivered extraordinary results:
