| Story | Emoji is mightier than the word. Data suggests that over 5 trillion messages will be sent worldwide with emojis this year. However, what happens when the world's most common form of expression is not available for India’s favorite food item? The challenge for the brand was to break through the clutter, pique the interest of the millennials and unify them to support something their love for biryani. To be consistently relevant to the youth is a challenge as they want a lot of things. They are always seeking to have their voices heard and be a part of the decision-making process.. MTV’s research showed that the youth of the nation loved biryani. MTV, which is at the forefront of youth culture, decided to turn this into a delicious cause by launching #JusticeForBiryani. A petition initiated on Change.org took social media by storm It became one of the most sought after causes that brought people across religions, age groups, genders together . |