The campaign message, “Jab Bhi Khaao Biryani, Make it Toofani with Thums Up” was meticulously crafted to connect with a specific target audience – individuals who have a profound love for biryani and are inclined to order food through online delivery platforms.
The primary objectives of the campaign were:
Food Culture Significance: Establish a strong connection between Thums Up and Biryani and become an integral part of the food culture
Toofani Element: Create meaningful conversations on digital platforms surrounding Biryani, in conjunction with Thums Up and infusing excitement with the term “Toofani”
Thums Up x Biryani Association: Increase the incidence rate of Thums Up consumption, boost market share, and attract new consumers to the Thums Up brand with direct association of Thums Up & Biryani, claiming “Biryani tastes better with Thums Up,” solidifying Thums Up as the ideal complement to biryani.
