Delhi: LT Foods, the global FMCG company in the consumer food category, has announced the return of DAAWAT® World Biryani Day®, introducing a new consumer engagement campaign that combines technology, entertainment and food experiences. Marking its fifth edition, this year’s celebration gives biryani lovers an opportunity to feature in personalised videos alongside Bollywood actor Shah Rukh Khan.
Observed annually on the first Sunday of July, DAAWAT® World Biryani Day®, a registered Intellectual Property (IP) of LT Foods, has evolved into a large-scale consumer engagement platform celebrating biryani and the culture of shared food experiences across geographies and generations.
Introduced in 2022, the initiative was created to recognise the enduring popularity of biryani and its role in bringing people together through memorable dining experiences.
As part of this year’s campaign, consumers can participate by uploading their photographs and generating customised videos that place them alongside Shah Rukh Khan in branded creative celebrating DAAWAT® World Biryani Day®. The campaign aims to create deeper consumer participation through a blend of immersive technology and entertainment.
Speaking on the initiative, Ritesh Arora, CEO – India Business & Far East, LT Foods Ltd., said, “Biryani is not just a dish — it is an emotion shared across generations, geographies, and cultures. Five years ago, we instituted DAAWAT® World Biryani Day®because we firmly believed that Biryani deserves its own special day where we celebrate this delectable iconic dish, whose appeal can never be satiated. Today, it has become a cultural moment owned by biryani lovers globally. This year, we wanted to make the celebration even more personal, immersive and memorable for biryani lovers. This year’s campaign is our way of bringing together food, technology and entertainment to create moments that consumers will cherish and share with their loved ones.”
Ritesh Sud, Chief Marketing Officer – India & Far East, LT Foods Ltd. added, “DAAWAT®World Biryani Day® belongs to Biryani lovers and this year, we wanted to give them something truly iconic. What could be more special than sharing your love for Biryani alongside the King of Bollywood himself? Our campaign makes this dream a reality for biryani fans. Whether you are cooking for your family in Mumbai or hosting a biryani feast in Hyderabad, this is your moment to shine. We can’t wait to see every Biryani lover step into the spotlight alongside Shah Rukh Khan and share their personalised story with their near and dear ones.”
Over the years, DAAWAT® has expanded its presence as a premium basmati rice brand with a diversified product portfolio designed to cater to evolving consumer preferences globally. Through initiatives such as World Biryani Day®, the company continues to strengthen emotional engagement with consumers while positioning food as a shared cultural experience.
