MTV is a brand name in TV and infotainment having the reach of half a billion downloads. They also have a follower base of 50 million. MTV introduced the #JusticeForBiryani campaign and they wanted to collect the Indian youths together for it.

MTV created a social media campaign, where they had the motive to collect the youth generation to have a common conversation about their favourite food. The overall concentration was to make Biryani an emoticon through social media interactions.

Biryani had no unicode standard for the food category, so to provide it that tag MTV collected the force of youngsters. They heard the conversation on young individuals and they felt that young individuals wanted to make themselves the part of his decision making process. 

In the initial campaigns, they started to have posts which could increase the sappiness of Biryani among individuals. This campaign also got the voice of celebrities and MTV got the support of students of more than 600 students.

This campaign proved itself as a very successful social media initiative and they got more than 5000 retweets and more on 42000 signs on petition. This campaign was an effort to include the youngsters to make the Biryani a food emoticon