Mumbai: Consumer foods company LT Foods' flagship brand Daawat has launched a new communication to celebrate 'Biryani' in Eid.

The new Eid TVC aims at positioning Daawat Biryani as one of the most integral and coveted food especially during the festival times to welcome families & friends at home, said the brand in a statement.

Speaking on the occasion, CEO India and Far East business Ritesh Arora said, “Daawat takes special pride in being an integral part of the festive cheer. No celebrations can ever be complete without Daawat Basmati.  The new TVC coupled with the introduction of Festive Feast pack enables delightful celebration of Eid.”

As a first of its kind initiative for the festival of Eid, LT Foods is introducing a 'festive feast pack' of 1.5 kg of Daawat Biryani Basmati that shall be bundled with half kg of dates. This unique initiative aims at greeting & rewarding the discerning Daawat consumers on the occasion of Eid, according to the statement.

The new TVC opens to a traditionally dressed woman walking towards the kitchen in a house where the celebration of the Eid has started. She is talking to the camera about how all their relatives, office colleagues and her full society have been waiting for the Biryani for the last one year. “Eid par biryani ka intezaar, mere aur inke rishtedaar." Discerning for perfection, she adjusts the dastarkhan being laid by her husband to align it for the Eid feast. She reaffirms that when it is about the happiness of so many people, then the Biryani has to be extra special, made only with Daawat.