A SENSORY EXPERIENCE TO A 400 YEAR OLD CULINARY TRADITION by Ogilvy & Mather Gurgaon for Itc

Adsarchive » DM » Itc » A SENSORY EXPERIENCE TO A 400 YEAR OLD CULINARY TRADITION

A SENSORY EXPERIENCE TO A 400 YEAR OLD CULINARY TRADITION

Pin to Collection
Add a note
Industry Restaurants, Pubs & Bars
Media Direct marketing
Market India
Agency Ogilvy & Mather Gurgaon
Executive Creative Director Graham Kelly, Ajay Gahlaut
Creative Director Sangita Dev
Art Director Sunil Gauri
Copywriter Sangita Dev, Mahim Kumar Chaudhuri
Released October 2010

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: ITC HOTELS DIVISION
Product/Service: RESTAURANT
Agency: OGILVY & MATHER
Date of First Appearance: Oct 10 2010
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
Executive Creative Director: Graham Kelly (Ogilvy & Mather)
Executive Creative Director: Ajay Gahlaut (Ogilvy & Mather)
Creative Director: Sangita Dev (Ogilvy & Mather)
Copywriter: Sangita Dev (Ogilvy & Mather)
Copywriter: Mahim Chaudhuri (Ogilvy & Mather)
Art Director: Sunil Gauri (Ogilvy & Mather)
Client Services: A.K. Narendranath (Ogilvy & Mather)
Production Services Manager: K.K. Sreenivasan (Ogilvy & Mather)
Senior Controller / Production Services: Satyajit Basu (Ogilvy & Mather)
Graphic Artist: Puran Singh (Ogilvy & Mather)
Media placement: Direct Mailer - Mailed To Ambassadors Of Diplomatic Missions, Media And Top Spenders Of The Hote - 10 October 2010

Describe the brief/objective of the direct campaign.
Dum Pukht, the much awarded specialty restaurant at ITC Maurya has undergone a transformation to match the legendary ‘Dum’ cuisine of Awadhi Nawabs, it plays host to. The brief was to create a direct mailer to announce its reopening after months to die-hard patrons, expats, connoisseurs and lovers of this exotic cuisine.

The strategy: “Dum” cuisine is all about slow cooking at a leisurely, unhurried pace. Therein lay the idea – the fires had never gone out at Dum Pukht. They had just been carefully stoked, for the royal feast to be ready in time for the grand reopening.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Direct Mailer recreates the enchantment of the unique fine dining experience that greets every guest and patron, in exquisite detail - a copper handi covered by a veil of muslin, under it, the brochure (shaped like a hexagon to replicate the entrance of the new Dum Pukht) on a bed of spices, with each page revealing jewel-like cut work of the different elements found in the new interiors of the restaurant. Alongside, under an intricately cut jaali are hand blown glass bottles, containing the spices used to infuse this royal cuisine.

It is a sensory journey of culinary discoveries.

Explain why the creative execution was relevant to the product or service.
At Dum Pukht, the Dum dishes arrive in the copper handis they are cooked in, straight from the wood fires to the table. And the seal is broken by the patron at the table itself, much like Nawab Asaf-Ud-Daulah of Awadh did. What better way than to invite aficionados of this cuisine to break bread again. Yet at the same time assure them that the culinary traditions, recipes and cooking method of this royal cuisine remain unaltered

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The target audience, numbering 400, included ambassadors of diplomatic missions, opinion makers and members of the media and top spenders of Culinary Plus – the hotel’s high end loyalty programme. Over 90% of the invitees made reservations at the restaurant during the first week of its opening. Since then, the restaurant has achieved 100% covers on weekends and 85% on weekdays.