For a country where food is a vital part of every celebration and where dining out is no longer an occasion led activity, the Great Indian Restaurant Festival was a gift. The concept was very simple, All those who booked during GIRF, enjoyed a flat 50% discount at India’s leading 1000+ restaurants on their food, drinks or buffet bill.
- STRATEGY AND PLANNING
- SOCIAL IDEAS
- MEDIA PLANNING
- BRANDED CONTENT
- AMPLIFICATION PLAN
The objective was to create high brand awareness and get transactions.
The festival was across 8 cities – Delhi, Mumbai, Bangalore, Chennai, Hyderabad, Pune, Kolkata & Hyderabad. The festival brought together the biggest names in the luxury dining segment in India such as Taj, Lalit, Marriott, Hyatt, The Park as well as the highly popular chains like Olive Bistro, Social, Smoke House Deli, Chili’s, Hard Rock Café and Made In Punjab amongst many many more. The Challenge was to drive awareness across nation and induce transactions amongst Diners in these cities.
- Drive Awareness
- Drive Transactions
- Effective Media Plan
- Moment Bases Marketing
To do this we created a high decibel plan where we started with a young couple story where the boy did not have to worry about the bill while taking his girl friend to an expensive restaurant. Followed by various bumpers and smaller videos with Chef Kunal Kapoor talking about how it’s GIRF, and who are still wasting time sitting on Laptop etc.
This was followed by a strong social, influencer and on ground campaign where we shared food boxes with influencers, created experience blogs, did on ground branding and much more.
- CHEF KUNAL KAPOOR
Instead of telling Media Success here is Business Success
Dineout booked tables for a whooping 3,00,000 diners, across India’s best restaurants, generating more than 25 Cr for our restaurant partners during the ten day festival.
- Date:May 14, 2017
- Tags:photography, agency, creative
- Project Type:Multipurpose Template