ITC DM ART FOR THE TASTE BUDS by Ogilvy & Mather Gurgaon



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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 April 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: ITC
Product/Service: RESTAURANT
Date of First Appearance: Apr 30 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)
Graphic Artist: Puran Singh (Ogilvy & Mather)
Vice President: Sanjeev Jasani (Ogilvy & Mather)
Media placement: Direct Mailer - Personal Delivery - 30 April 2010

Describe the brief/objective of the direct campaign.
The uber glam, nouvelle cuisine, specialty restaurant My Humble House at ITC Maurya is in its third year. It has established itself as an eclectic fine dining restaurant to a very niche audience of the seasoned traveller and gastronome who seeks something beyond even 5 Star cuisine. The earlier campaigns had done it by highlighting the atypical recipes, interiors and cutlery.

In this scenario, how do you hold the interest of the connoisseur and attract the attention of the adventurous gourmet lover?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
From the Palette for your Palate

The plate is a canvas, the chef an artist, imagination the inspiration, spices of the East and West the palette of colours, the Menu Card a book of short poems and the table a gallery on which works of art are displayed. Before the feast begins.

Explain why the creative execution was relevant to the product or service.
The Direct Mailer held within it the implements an artist uses to create a masterpiece - a palette and a fine paint brush. From beneath the palette, like a series of paintings, emerged pictures of dishes that are served at My Humble House in a series of ‘photo water colours’. The names of each dish were scripted in Chinese calligraphy on the side. Pulled out, each could be framed as a series of breathtaking water colours.

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.
Sent to over 5000 respondents that included ambassadors of diplomatic missions, corporate heads and top spenders of the hotel’s loyalty programme. Against a target of 50% covers on weekdays and 70% on weekends, the Direct Mailer resulted in 92% covers on weekdays and was over booked on weekends.