This Dhanteras, Behrouz Biryani is continuing to celebrate this festival and is bringing back the joy of the Golden Spoon of Fortune. More than a family treasure, the spoon symbolizes goodwill and prosperity, alongside the idea of family bonding during the festive season.
The campaign had resonated throughout India last year when customers individually found a golden-plated spoon in their delivery orders. The campaign was prompted by the symbolism of new utensils bringing prosperity on Dhanteras, generating hundreds of shares and social engagement as families took joy in that initiative as their festive shagun.
The campaign showed off the brand's commitment to its customers. When inventory ran low for late-night orders, the Behrouz team jumped into action-sourcing signals across cities, checking product availability, and arranging to have Genies, Ubers, and Borzos deliver the missing order. Overnight, every missing spoon made it to its home representing the brand's sense of care, connection, and joy.
This year, the Golden Spoon is back, by popular request, for 24 hours only on Dhanteras, October 18th. Each Golden Spoon lovingly wrapped in a royal blue sleeve with the words "A Golden Spoon, for your Khushhali and Good Fortune." These spoons are designed to symbolize abundance and happiness which is shared with family and friends. Customers can place the Golden Spoon on their festive or holiday table or keep it as a decorative reminder of abundance. This shows how love and consideration are the foundation of important family customs.
Nishant Kedia, CMO of Rebel Foods, said, “Building on the Golden Spoon tradition, we’re bringing it back this festive season to deepen our connection with customers and families. The Golden Spoon is more than just a symbol - it represents prosperity, togetherness, and the joy of sharing meals with loved ones. Through this campaign, we aim to honour age-old customs while creating new memories around the table, reminding everyone that every meal can be a moment of celebration. It’s our way of adding a touch of festivity and meaning to the dining experience, making this season truly special.”
Divya Divakaran, Brands Comms & Social Media Lead of Rebel Foods, said, "Some ideas begin as marketing, but end up touching hearts - the Golden Spoon was one of those. What started as a simple nod to Dhanteras last year became a moment of connection between us and our customers. Families unwrapping their biryani and finding a little symbol of fortune inside - it was so wholesome. This year, bringing it back felt less like a decision and more like an emotion we owed to everyone who made it special."
The campaign will run across all digital platforms for one day i.e on 18th October in Mumbai, Pune, Hyderabad, Bengaluru, Chennai, and Delhi NCR, giving customers a chance to take home a slice of festive prosperity along with their biryani. |
