Thums Up has launched the third season of its Toofani Biryani Hunt, featuring chef Ranveer Brar and his team exploring lesser-known biryani destinations across India, in a campaign aimed at celebrating local culinary traditions and authentic flavours.
The latest season focuses on hidden biryani gems, including long-established eateries, time-tested recipes and home chefs whose preparations have earned a loyal local following. The campaign encourages biryani enthusiasts to discover food destinations beyond popular and widely recognised establishments.
For the first time, Thums Up has partnered with DAAWAT, the flagship basmati rice brand of LT Foods, to celebrate India’s diverse biryani culture and create distinctive food experiences.
Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and South-West Asia, said the campaign seeks to highlight establishments that have earned recognition through their food rather than popularity, while bringing together Thums Up and DAAWAT around the biryani dining experience.
Ritesh Sud, Chief Marketing Officer – India and Far East, LT Foods Ltd, said the partnership aims to showcase authentic biryani stories, celebrate regional traditions and create engaging experiences for consumers across the country.
The campaign will unfold on Instagram, featuring stories about the people, recipes and establishments behind India’s diverse biryani traditions.
The initiative continues Thums Up’s efforts to connect its brand with food culture and shared dining experiences, while offering DAAWAT an opportunity to strengthen its engagement with biryani consumers.