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Thums Up is likely to keep building Toofani Biryani Hunt into a lasting biryani-pairing property.
For operators
Thums Up is pairing its cola with biryani, a high-frequency meal occasion, and a hunt for local biryanis, so brand and category managers can treat food-led, regionally rooted content as a template for linking a beverage to a meal.
Watch
A DAAWAT renewal announced before season four of Toofani Biryani Hunt would mean the tie-up is a standing pairing play, not a one-season deal, for LT Foods.
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What else has Thums Up launched this year?The report, : Thums Up launches Toofani Biryani Hunt season 3 with Ranveer Brar, first tie-up with LT Foods' DAAWAT
Thums Up launched the third season of Toofani Biryani Hunt, hosted by Chef Ranveer Brar, exploring lesser-known local biryanis across India. The season is the brand's first partnership with DAAWAT, the rice brand of LT Foods.
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What to track next
- Whether season three's engagement or reach figures are released by the brands
- Any additional brand partner joining the hunt
- Featured biryani outlets reporting visible footfall or order gains
- Rival cola brands launching a food-led regional campaign
The source
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