Saif Ali Khan and Behrouz Biryani Campaign: The Power of AI and Influencer Marketing in the Food Industry

Discover how Behrouz Biryani blended flavour, royalty, and technology through Saif Ali Khan and AI-powered personalised videos. A unique campaign redefining food marketing.

Behrouz Biryani has been a well-loved yet somewhat understated player in the Indian food delivery space. Offering its delicious, mouth-watering biryani paired with soft, melt-in-the-mouth gulab jamuns. It had the flavour, the aroma, and the love. All it needed was a final garnish of marketing magic. And that magic arrived, not quietly, but with the royal presence of Saif Ali Khan.

Because who better than a Nawab to tell you where to eat biryani?

Biryani: India’s Favourite Love Affair

In India, biryani is more than just food. It is a feeling, a memory, and often, the answer to “What should we eat today?”

In 2022, Indians ordered 186 biryanis every minute, according to Zomato’s annual report. The dish earned its title as the ‘GOAT’(Greatest of All Time). The numbers reflect this love. The Indian biryani market soared to a value of ₹30,000–₹38,000 crore in 2023, rising sharply from ₹28,000 crore in 2022. The trend shows no sign of slowing down, with an expected growth of 11 to 12 per cent through 2025. Urbanisation, changing tastes, and a growing appetite for delivery-based dining are fuelling this rise.

The Beginning of Behrouz

Launched in 2016 by Rebel Foods, Behrouz Biryani was conceptualised as a royal biryani experience that brings together the luxury of history and the convenience of food tech. With founders like Raghav Joshi, Jaydeep Barman, and others at the helm, the brand quickly scaled up across India.

With over 350 cloud kitchens in 70+ cities, Behrouz has become synonymous with high-quality biryani. Their meticulous packaging, attention to detail, and Persian storytelling vibe give customers a consistent, immersive experience. But to grow even further, the brand needed a splash, something bold, personal, and tech-forward.

Saif Ali Khan and the Nawabi Campaign

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When Saif Ali Khan joined hands with Behrouz Biryani, it became more than just a celebrity endorsement. It was a meeting of two legacies. A royal figure paired with a royal recipe. With this collaboration, Behrouz introduced its Nawabi Handi Dum Biryani, a dish crafted to reflect regal flavours and slow-cooked perfection. What truly set this campaign apart was its festive innovation. During Diwali, each biryani order came with a palace-shaped card. Behind its tiny, intricate door was a QR code. A quick scan, and Saif Ali Khan himself would appear on your screen, delivering a personalised message powered by artificial intelligence. It felt as if the Nawab was speaking directly to you, welcoming you like an honoured guest.

This thoughtful mix of tradition, modern technology, and star power created a strong buzz across platforms and left a lasting impression on customers. The impact was visible in numbers, too. Rebel Foods, the parent company of Behrouz Biryani, saw its revenue rise by 19 per cent, growing from ₹1,195 crore in FY23 to ₹1,420 crore in FY24.

Want to Create your Own Personalised Celebrity Campaign?

The Rise of AI in Personalised Celebrity Marketing

The use of AI to personalise celebrity endorsements isn’t just innovative, it’s revolutionary. With tools that allow brands to create deepfake-like but ethically sound AI-generated videos, the possibilities for emotional engagement have expanded immensely.
Here's a deeper look into how this trend is evolving:

• From Mass Ads to Micro Moments : Traditional advertising relies on volume: one message, broadcast widely. But today's consumers are overwhelmed. They want personalisation, they want to feel seen. AI has enabled brands to scale what was previously impossible: tailored experiences for thousands, even millions, in real-time. By learning customer names, purchase behaviors, and preferences, AI-generated video platforms can dynamically create content that feels intimate and genuine.

• Emotional Connection at Scale : Seeing a favorite celebrity address you directly can be thrilling. That one-to-one feeling, even if powered by tech, delivers dopamine. Brands that can engineer that reaction are more likely to create long-term loyalty.

• The Ethical and Creative Edge : When done responsibly, with celebrity consent and transparent use of AI tools, this marketing technique sets a gold standard for the future. It’s not just gimmicky. It’s creative. It’s engaging. And it’s powerful.

• How AI and Creativity Shape the Future of Marketing : We’re only scratching the surface. Imagine a world where every product you receive has a personalised message. Where even a birthday cake comes with a video of your favorite star singing just for you. This isn’t sci-fi anymore, it’s here. And Behrouz was one of the early adopters.

Influencer Marketing: Beyond the Nawab

Behrouz understood that star power alone was not enough. To reach hearts and homes across India, it needed to walk through every street.

1. The Comedy Room: Biryani and Laughter

In one unforgettable campaign, Behrouz gathered India’s favourite stand-up comedians and locked them in a room. The setting felt like an escape room challenge. Clues led the way, and the grand prize? A steaming plate of biryani, richer than any treasure. The laughter, confusion, and hunger all came together to create viral magic.

2. Chef Ranveer Brar: A Voice You Trust

To make biryani feel even more authentic, Behrouz brought Chef Ranveer Brar on board. Known for his honesty and charm, Ranveer is a chef people believe in. Watching him talk about biryani felt less like an ad and more like a heartfelt recommendation.

3. Going Local with Regional Influencers

Food is deeply personal. What feels royal in Delhi may need a twist in Hyderabad. Behrouz knew that to be loved everywhere, they had to speak every tongue. So they partnered with regional influencers, especially in tier 2 and tier 3 cities, bringing warmth and approachability to their campaigns.

Inspired by Behrouz’s Campaign? 

The Festive Flavours of Kindness

During Ramadan, Behrouz launched its Barkat Box initiative. For every biryani box sold, another was gifted to someone in need. In the spirit of Eidi and sharing, this thoughtful gesture made the brand not just a seller of food, but a giver of joy. It connected with hearts and homes in a way that went beyond business.

Tring: Turning AI and Celebrity Endorsements into Your Brand’s Spotlight

At Tring, we specialise in creating experiences that merge creativity, technology, and personalisation. From AI-powered video messages to interactive celebrity-led campaigns, we help brands build deeper, more meaningful connections with their audience.

With a focus on innovation and storytelling, we bring festive initiatives, regional outreach, and personalised marketing to life, seamlessly and at scale. Whether it’s through hyper-local influencer collaborations or memorable celebrity moments, we craft campaigns that spark conversations and leave a lasting impression.As technology evolves, so do we. Our team not only helps you ideate but also supports production, tech integration, and influencer engagement, right from start to finish.

Let’s build something unforgettable together. Reach out to Tring today.