EXPERIENCE & ENGAGEMENT - Commerce (Purchase Experiences)

Jab Bhi Khao Biryani, Make It Toofani with Thums Up - Coca-Cola India - Thums Up JPG
Jab Bhi Khao Biryani, Make It Toofani with Thums Up - Coca-Cola India - Thums Up MP4 1m:46s

Jab Bhi Khao Biryani, Make It Toofani with Thums Up
Brand: Thums Up
Client: Coca-Cola India
Entrant: EssenceMediacom

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Jab Bhi Khao Biryani, Make It Toofani with Thums Up - Thums Up - Coca-Cola India

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Entry Title: Jab Bhi Khao Biryani, Make It Toofani with Thums Up
Brand: Thums Up
Client: Coca-Cola India
Entrant Company: EssenceMediacom
Description: Crafted with precision, the campaign targeted a specific audience—biryani enthusiasts inclined towards online food-delivery-platforms. Its primary objectives were to establish a strong connection between ThumsUp and biryani within the food culture, infuse excitement with the "Toofani" element, and increase Thums Up consumption by directly associating it with biryani.

Biryani, a culinary icon in Indian cuisine, embodies cultural significance and shared experiences. Thums Up's "Thums Up Toofani Biryani Hunt" campaign innovatively incorporated the term "Toofani" to complement diverse biryani flavors. With insights into the staggering biryani sales on online platforms, Thums Up curated a comprehensive user journey, seamlessly integrating offline to online experiences, activating Swiggy's food service aggregator, and engaging users through social media and quick commerce platforms.

The campaign's success was evident in its various initiatives: a 360-degree activation on Swiggy, collaborations with social media influencers, a pioneering OTT content-series on Disney+ Hotstar, co-branded visuals at outlets, and impressive engagement metrics on Swiggy's customized assets.

Key media differentiators included innovative OTT content, immersive 360-degree media-activation, curated combos for cost-conscious consumers, and leveraging social media for user-generated content. These strategies not only elevated the brand narrative but also boosted sales and engagement, setting the campaign apart from traditional marketing approaches.
Company Credits: Swiggy
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