Case Study

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Adda at Oh! Calcutta

Background:

Oh! Calcutta is an established Authentic Bengali Cuisine restaurant chain in India. Oh! Calcutta as the name suggests, offers a diverse range of cuisines that make Kolkata the gastronomical capital of the country.

Bengali, Nawabi, British and Continental cuisines are served in this restaurant, where the ambience is that of a Kolkata club.

Objective:

  • 1) During Durga Pujo, driving footfalls to the outlet using digital media.
  • 2) Using brand as an enabler for the Celebration of Durga Pujo driving engagement & footfalls.

Plan of Action:

  • 1) Launch of the Homecoming Video with brand integration.
  • 2) Introduction of Concept of #AddaAtOhCalcutta
  • 3) Getting them to the outlet to experience #Adda
  • 4) Creating In-store experience & amplifying it on Digital Media.
  • 5) Using digital media to drive back nostalgia.

Execution:

The execution began with a Home Coming video in which the protagonist – a Bengali man in his early 20s couldn’t visit Calcutta for Durga Puja. This helped connect with several Bengalis who live in Mumbai and who miss their hometown and the Durga Puja festivities there. The video concluded with him enjoying the festivities with a Durga Puja fest at Oh! Calcutta.

The video was amplified on Specialty Restaurants’ social pages followed by social content. This content was aimed to highlight the concept of Adda, which is a social gathering of people in Calcutta. A very well known activity, a huge part of the Bengali culture and one of the things that people usually do during Durga Puja.

Social content communicated the nuances of Adda that included, nostalgia, banter and reliving memories, all accompanied by Oh! Calcutta’s cuisine.

Content concluded with a ‘Call to action’ to #AddaAtOhCalcutta this Durga puja.

Oh! Calcutta’s festive menu was also leveraged through listicles and social content, which was promoted along with social content.

To amplify reach and user participation, a contest was held, wherein users had to share their Adda memories, visit the outlet, upload photos on their social handles tagging Oh! Calcutta.

This resulted in great participation and social noise about the #AddaAtOhCalcutta, leading to positive organic reviews about the event.

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