Biryani by Kilo launches T20 World Cup campaign.
The campaign aims to enhance recall through social media, search ads, digital films, UAC, affiliate platforms, email marketing, print ads, and influencer partnerships.
Sumit Rawat
Biryani by Kilo has embraced the cricket fever this World Cup season with their new campaign, ‘Iss T20 World Cup, Karo Pet Bhar Prediction’. Launched by the integrated marketing agency Hashtag Orange, this campaign uses technology, along with digital and print media, to create a fun and engaging experience that merges the excitement of cricket with the love for biryani.
The campaign's primary goal is to drive app installs and boost food orders for Biryani by Kilo. To achieve this, Hashtag Orange developed a dynamic microsite integrated with the BBK app, allowing users to predict match outcomes and win tempting offers for their orders.
Performance marketing is at the heart of the strategy, making the cricket season more enjoyable while expanding the brand’s reach and driving growth in app usage and food orders. Additionally, Biryani by Kilo has enlisted cricketer Shivam Dube as the face of the brand, leveraging his star power to connect with cricket fans and food enthusiasts alike.
To boost top-of-mind recall and reach a broader audience, BBK is leveraging a mix of social media, search ads, digital films, UAC, affiliate platforms, WhatsApp, emailers, print ads, and influencer marketing. As the T20 World Cup concludes, the top three winners on the leaderboard will receive an iPhone 15, iPad, and AirPods, respectively. This keeps the excitement alive as consumers continue predicting and enjoying free biryani.
Vishal Jindal, founder and co-CEO of Biryani by Kilo, stated, “The T20 World Cup offers brands across industries valuable conversion opportunities. Our main objective during this season is to drive more customers to our app and increase direct orders. Hashtag’s integrated strategy is helping us achieve this by leveraging the massive reach of the World Cup and the enduring love for dishes like biryanis, kebabs, and curries.”
Alka Vij, director of Hashtag Orange, explained, “Our strategy was based on the insight that Indians are passionate about cricket and biryani. By tapping into these passions, we aimed to create a campaign that resonates with our audience while driving significant business outcomes and boosting orders.”
Amit Shankar, co-founder and chief creative officer at Hashtag Orange, discussed their plans to maintain momentum and build on the current success. “In India, cricket is not just a game; it’s an emotion. We’re thrilled to see how this campaign has successfully linked biryani and cricket, creating significant opportunities to convert viewers into customers. Our goal now is to keep the momentum going and attract more viewers to the BBK app through performance marketing techniques."
