LT Foods has announced the return of DAAWAT World Biryani Day, unveiling a new consumer campaign that combines technology, entertainment and food to celebrate one of India’s most-loved dishes. Marking its fifth edition, this year’s initiative gives biryani lovers a chance to feature in personalised videos alongside brand ambassador Shah Rukh Khan.

Celebrated every year on the first Sunday of July, DAAWAT World Biryani Day is a registered intellectual property of LT Foods. Since its launch in 2022, the initiative has grown into a global celebration that honours biryani’s cultural significance and its ability to bring people together across generations and regions.

As part of this year’s campaign, consumers can upload their photographs to generate customised videos in which they appear alongside Shah Rukh Khan, creating a personalised digital experience centred around their love for biryani. The brand aims to deepen consumer engagement by blending AI-powered personalisation with entertainment.

Commenting on the initiative, Ritesh Arora, CEO – India Business & Far East, LT Foods, said biryani is much more than a meal-it is an emotion shared across cultures and families. He added that the campaign has evolved into a global cultural moment, with this year’s edition designed to make the celebration even more immersive and memorable.

Ritesh Sud, Chief Marketing Officer – India & Far East, LT Foods, said the campaign gives biryani lovers an opportunity to celebrate their favourite dish in a unique way by sharing the spotlight with Shah Rukh Khan.

Through World Biryani Day, DAAWAT continues to strengthen its emotional connection with consumers while reinforcing its position as a leading premium basmati rice brand that celebrates food, culture and shared experiences.