India's Biryani Emoji Transformation

The tastiest emoji ever

For Indians it is not just a dish, it is an indefinable emotion

For Indians, Biryani transcends culinary delight; it embodies an emotion that defies definition. With a staggering 43 Biryani orders per minute, the absence of its dedicated emoji seemed even more perplexing. We decided to harness Biryani’s emotional significance, which could bring the nation together.

India converted an emotion to an emoticon

As trend-setters MTV has managed to win the hearts and minds of young India. Keeping their quirky & innovative persona at the core, we launched a clutter-breaking campaign, seeking nationwide support for India’s first-ever crowd supported desi food emoji.

To garner the right traction, we created a petition to gain signages for the Biryani emoticon. In no time the hashtags #BiryaniEmoticon and #JusticeForBiryani went viral with leading brands, influencers and media houses of the country joining the biryani wagon to support the cause. Big Bollywood celebrities like Soha Ali Khan, Neha Dhupia, Ayushmann Khurana, and Nawazuddin Siddiqui took to their social channels, demanding an Emoji. Even Bollywood heartthrob Salman Khan rallied behind the cause, generating unprecedented interest.

The campaign took to the streets with a one of a kind ‘Biryani’ march led by college students and pledged to feed a plate of biryani to an underprivileged child, for every 10 signs on the petition.

We finally unveiled the Biryani emoji and green flagged its journey from an emotion to an emoticon. In doing so, we unified the desire of youth to have their voice heard with their undying love for ‘biryani’. Now that’s the perfect recipe for success.

Results

45000+

Signatures on the petition

5000+ tweets

For #BiryaniEmoticon and
#JusticeForBiryani

63.28 Mn

Reach for the plea

227 Mn

Impressions

4.2 Mn

Engagements generated

6 Mn

Views generated

Next Case

July 26, 2023