LT Foods-owned Daawat marked World Biryani Day with a striking front-page newspaper jacket that celebrates the irresistible aroma of biryani. Featuring brand ambassador Shah Rukh Khan, the campaign transforms the newspaper’s front page into a sensory tribute to one of India’s most-loved dishes.
The creative is built around the headline, “Smell the authentic aroma of Biryani,” with illustrated spices and aromatic swirls flowing across the page to recreate the experience of freshly prepared biryani. The visual leads readers to a serving of biryani alongside Shah Rukh Khan, who is shown enjoying the dish.
The campaign also highlights Daawat Biryani Basmati Rice and the Daawat Biryani Kit, while prominently displaying the World Biryani Day insignia and the message, “Biryani lovers, this one’s for you.” A QR code placed at the bottom of the page allows readers to directly explore and purchase the featured products.
Instead of using a conventional print advertisement, Daawat has turned the newspaper’s front page into an immersive brand experience that celebrates the sensory appeal of biryani. By focusing on its signature aroma and combining vibrant visuals with storytelling, the campaign seeks to create a stronger emotional connection with food lovers.
The print execution is part of Daawat’s wider World Biryani Day celebrations, reinforcing the brand’s long-standing association with biryani and its efforts to engage consumers through culturally relevant campaigns. Featuring Shah Rukh Khan at the centre of the creative, the initiative aims to strengthen the brand’s appeal while inviting biryani enthusiasts to celebrate the occasion with Daawat.
