Biryani by Kilo has launched a new campaign, ‘Iss T20 World Cup, Karo Pet Bhar Prediction,’ in collaboration with Hashtag Orange, an integrated marketing agency. This campaign capitalizes on the excitement of the cricket season to promote their app and increase food orders. It features a dynamic microsite linked with the BBK app, allowing users to predict match outcomes and win special offers. The campaign uses a mix of digital and print media, along with technology-driven experiences, to engage cricket fans and biryani enthusiasts alike.
The main objective is to drive app installations and boost direct orders for Biryani by Kilo. The strategy focuses on performance marketing to expand brand visibility during the T20 World Cup. Cricketer Shivam Dube has been enlisted as the brand ambassador to enhance the campaign’s appeal to cricket enthusiasts.
BBK is leveraging various marketing channels including social media, search ads, digital films, affiliate platforms, WhatsApp, emailers, print ads, and influencer partnerships to maximize reach and engagement. As the tournament concludes, top scorers in the prediction game stand to win prizes like iPhone 15, iPad, and AirPods, ensuring continued consumer engagement post-event.
Vishal Jindal, co-CEO of Biryani by Kilo, emphasized the campaign’s goal of capitalizing on the cricket fervor to drive app adoption and increase orders directly through their platform. Alka Vij, director at Hashtag Orange, highlighted the campaign’s strategy to connect with Indian passions for cricket and biryani, aiming for both audience resonance and business growth. Amit Shankar, chief creative officer at Hashtag Orange, expressed plans to sustain momentum and convert campaign viewers into loyal customers using targeted performance marketing tactics.
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