Behrouz Biryani has launched the ‘Royal Metal Handi,’ a premium biryani packaging designed specifically for group dining occasions. Available in portions serving two or four people, this innovative packaging aims to enhance the home dining experience during Ramadan. The company claims this represents the first large-scale launch of its kind globally.
The brand orchestrated a dramatic reveal at Mumbai’s Mahim Causeway, featuring a velvet-curtained billboard with a three-hour countdown. When the curtain dropped, it unveiled the Nawabi Handi biryani with the tagline: “Once a Royal Secret, Now a Royal Feast.”
As part of the launch campaign, Behrouz will transform a section of Mumbai’s Inorbit Mall Vashi into a themed experience where visitors receive an ‘Eidi Lifafa’ containing Behrouz Biryani gift vouchers. The brand has also enlisted comedians Sumukhi Suresh, Prashasti Singh, Sahil Shah, and Aadar Malik for an interactive challenge involving ancient Urdu clues hidden in relics.
“The Royal Metal Handi is our latest way to further pamper Behrouz Biryani lovers,” says Ankush Grover, co-founder and CEO for India and UAE at Rebel Foods. “During Ramadan when families come together to indulge, we want to add that extra touch of royalty with this offering.”
Supporting the launch is a TVC featuring Saif Ali Khan with voiceover by Vijay Raaz. The brand has also introduced a special Ramadan menu including Zaffrani Gosht Biryani, Haleem, various kebabs, and the comprehensive Royal Iftari Sandooq—a seven-course meal featuring traditional favorites and beverages.
