Biryani By Kilo- Focusing on the Khansama Style of Cooking

Communication’s narrative

Biryani By Kilo had joined hands with Wishbox Studio when Biryani was considered a “premium” dish which was only relegated to the four walls of fine dining restaurants. Wishbox Studio had to change the mindset of the consumer by stressing on Biryani being a complete meal in itself comprising all the needed nutrition. 2018 was the year when India had seen a spike in the number of outlets selling Biryani. The challenge was to not just create high decibel PR for Biryani By Kilo but to make it synonymous to a pizza or a burger that was consumed immensely in India.

BBK and Wishbox Studio collaborated on an approach that not only presented BBK as the most sought after Biryani brands following a cloud kitchen model, but also highlight its attribute of offering Khansama style of cooking.

Wishbox Studio focused on showcasing a clear demarcation between BBK and its competitors by highlighting how Biryani By Kilo delivers fresh dum cooked biryanis in handis, kebabs, kormas and  by using the best ingredients and authentic ‘Nizami’ recipes. The communication also discussed how the founders are seasoned entrepreneurs who wanted to tackle the drawbacks which the hospitality industry faces- consistency and standardization.

Our Strategy

​We knew that​ ​​Biryani By kilo would require a strong and steady stream of media attention to understand its potential and to redefine a new space in the hospitality category.​Wishbox Studio ensured to tell the brand story to the right stakeholders and the consumers at the right time by focusing on the lifestyle and the corporate media. The focus was not just to engage the consumers but to attract the attention of the investors too. Wishbox Studio facilitated one on one interactions of the spokesperson ​where they discussed the brand along with the expansion plans, tech used to maintain standardization etc. Recipe placements in the lifestyle supplements, food reviews were the tools that were used to popularise the brand. We also approached the Zomato reviewers, influencers and the celebrities to taste BBK. Some celebs like Mini Mathur, Shveta Tripathi are a regular customer of BBK.

The “Solution”

​More tactically, in the first phase, WBS organized dozens of media interactions to ensure the media’s attention. In the second phase, reviews were initiated in the press of Delhi and Mumbai. In the third phase, the aim was to glamorize Biryani and that was done by hosting lifestyle publications like Vogue, Pop XO along with the eminent celebrities like Mini Mathur, Maria Gorreti, Srishti Srivastava, Shweta Tripathi, Shveta Salve etc. Influencer seeding, interviews, authored articles and industry inputs formed a predominant part in all the phases.​ ​The team had created ​​pitch stories on the data released by Swiggy ​highlighting how Biryani was the most ordered dish during FIFA​. Key food writers like Mr. Amin Ali, Ms. Anoothi Vishal have written deep analytical stories on biryani and on BBK. The news on the procurement of investment was rolled out strategically. A  pre-funding procurement release was shared as an exclusive with The Economic Times. BBK has garnered funding twice and that was shared with the whole financial media universe.

Outcome

​The brand has been covered in 120+ stories across print, digital and electronic media in over a year of association with team WishBox. In the 1.5 years of association, BBK and its founders have been covered by Forbes, The Economic Times,  Business World, Hindu Business Line, Vogue, Mid-day etc. All the known influencers like Chef Pooja Dhingra, Mini Mathur, Chef ChinuVaze, Chef Pablo Naranjo and portals like Mumbai Foodie, LBB, So Delhi have posted about BBK.