Some recipes don’t just get passed down; they’re hidden away – lost in silence, time, and forgotten kingdoms. This August, Behrouz Biryani, a brand inspired by the tales of royal kitchens, is set to reveal age-old culinary treasures with its new campaign: The Long Lost Menu. Kicking off on August 9, 2025, this initiative is a daring blend of food and folklore, resurrecting three biryanis from imagined fallen empires – each one paired with captivating storytelling, AI-crafted short films, and secret messages just waiting to be discovered.
Commenting on the campaign, Ankush Grover, Co-founder & Global CEO of Rebel Foods said, “This isn’t just about launching a product – The Long Lost Menu is all about celebrating how food embodies history, emotion, and identity. With Behrouz, we’ve always aimed to create experiences that transcend mere taste. This campaign weaves together immersive storytelling, innovation, and a rich sense of cultural nostalgia. We want our customers to not only enjoy a biryani but to connect with something much bigger – the forgotten legacies and flavors that have been reimagined for today.”
The campaign shines a spotlight on three royal biryanis, each boasting its own unique identity and a captivating fictional backstory:
- Junoon-e-Andhra Biryani: A spicy mix of Andhra laal mirch, inspired by the tale of a prince who chose the culinary arts over the throne.
- Raaz-e-Kalimirch Biryani: A rich, peppery enigma from the mysterious kingdom of Asrar — a secret once so powerful it could safeguard a throne.
- Dastan-e-Ghee Biryani: A story of love lost and found, originating from Noorabad and made with hand-churned ghee and age-old spices.
To breathe life into these forgotten recipes, Behrouz has crafted AI-driven cinematic films that reimagine the origins of these biryanis with stunning, period-style visuals, all narrated through beautiful Urdu poetry. These films beautifully blend history and fiction, drawing viewers into a rich sensory journey.
As a fun twist, customers who order Behrouz biryanis during the initial phase of the campaign will receive illustrated cards that conceal secret messages, only visible when held up to the light – a playful nod to the mystery of the lost recipes and an invitation to share on social media.
The Long Lost Menu will be available for four weeks in all major cities, with biryanis starting at ₹399. This campaign is part of Behrouz’s ongoing vision to intertwine flavor, fantasy, and folklore, ensuring its presence not just on dining tables but also in cultural discussions.
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