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 a table during GIRF, enjoyed a flat 50% discount at India’s leading 1000+ restaurants on their food, drinks or buffet bill.
The objective was to create a high brand awareness and get transactions.
The festival took place across major cities like Delhi, Mumbai, Bangalore, Chennai,Pune, Kolkata & Hyderabad. The festival brought together the biggest names in the luxury dining segment in India such as the 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 more. The challenge was to drive pan-India awareness and induce transactions amongst diners in these cities.
To do this we created a high decibel plan where we started with a story featuring a young couple where the boy did not have to worry about the bill while taking his girlfriend out to an expensive restaurant. This was followed by various bumpers and smaller videos starring Chef Kunal Kapoor talking about GIRF. The campaign was then amplified through strong social, influencer and on ground communication where we shared food boxes with influencers, created experience blogs, did on ground branding and much more.
This campaign exemplified not just media success but business success as well
Dineout booked tables for a whooping 3,00,000 diners, across India's best restaurants, generating more than 25 crs of revenue for their restaurant partners in just the span of the ten day festival.
