HYDERABAD, INDIA — Biryani is an emotion. And ‘Love With Biryani’ knows that. The Delivery Only Brand by Tanisi Restaurants Inc launches today in the city of Hyderabad with a unique collaboration with the famed Telugu star Roll Rida. The singer and rapper has created a song dedicated to the love of biryani. The song will be launched across the brand’s social media platforms for listeners to enjoy. A short snippet will also be available on Instagram for Reel-ers to have fun with.
The launch campaign saw teaser lollipop hoardings across the city for 30 days that changed every day giving Hyderabadi’s a sneak peek at the beautiful Indian vintage-themed designed boxes and the delicious Biryani in it! The team also backed the campaign with innovative consumer connect activation ideas that created curiosity among the audience.
“Food and music cuts across all cultures and boundaries. This insight was what we wanted to incorporate in our launch campaign. While we created a delicious array of over 60+ Biryanis that conjure up a strong emotion, we briefed the agency to come up with music that matches it. The Axlr Data team has created a campaign that has hit all the right notes. The response today is fantastic,” said Siva Satya Siva Krishna Rapaka-Founder- Tanisi Restaurants Inc.
Talking on the launch campaign, Pradeep Vajja, Founder – Axlr Data Pvt Ltd also added, “We wanted to do something unique for the launch and a rap song that communicates the love for biryani by a biryani lover was just apt. The idea was to connect with the consumers via the emotion that this dish evokes and Roll Rida nailed it.”
Rapper Roll Rida also commented, “I have never created a song for a Biryani brand. When they approached me for it, I was intrigued but took up the challenge. A Biryani fan myself, I let my creative juices run free and came up with a song that I know will connect with all the Biryani fans out there.”
