Pitch involved several large national and international media agencies
New Delhi, February 28: Behrouz Biryani, the largest biryani brand in the country, with its rich Persian heritage, has today awarded its media duties to DCMN India, a growth marketing partner to digital-first brands.
Behrouz Biryani is an in-house label from the house of Rebel Foods, the largest virtual restaurant chain globally. Rebel Foods has grown from ~20 restaurants in 2011 to 1,500+ restaurants across the nation at present. Among other brands, including INR 100+ crore brands, that come under the Rebel Foods banner are Faasos, Mandarin Oak, Oven Story, Sweet Truth, Lunch Box, The Good Bowl and Kettle & Kegs.
Speaking of the association, Sagar Kochhar, Group Chief Marketing Officer, Rebel Foods said, “DCMN came across as extremely client and growth-focused. Their understanding of our requirements was deep and that put them ahead of several others. We are in a sunrise sector that will redefine India’s F&B experience. We wanted to partner with someone who understood that and more.”
The pitch process was held in Mumbai and the account will be handled from DCMN India’s Gurgaon office. The business will be led by Bindu Balakrishnan, Country Head, DCMN India. The mandate includes managing the brand’s TV media duties across different markets and campaign tracking using DCMN’s proprietary TV attribution technology, DC Analytics.
Bindu Balakrishnan, Country Head, DCMN India, says, “DCMN India is very happy to associate with Rebel Foods’ Behrouz Biryani in the next phase of their growth. With its amazing taste and the convenience of ordering online, Behrouz has already conquered many hearts and taste buds. With our global expertise and data driven approach, we aim to build on this momentum and drive the brand awareness and performance even higher for Behrouz.”