Product/Service
Founded in the year 1953 in Hyderabad, Paradise Biryani is a casual dining outlet that offers a unique dining experience with the restaurant offering a variety of delicious dishes from appetizers, main courses, desserts, and drinks. The restaurant serves typical hyderabadi cuisine and is most famous for its especially- hyderabadi biryani. Paradise expanded its operations by moving into Bengaluru, Chennai, Visakhapatnam, Vijayawada and Gurugram besides expanding its presence in Hyderabad.
Objective
The objective of Paradise Biryani’s campaign was brand awareness, increasing footfall to their physical stores in Hyderabad and increasing their app installs.
Target Audience
Paradise Biryani, being a casual dining outlet,has positioned itself as a brand that caters mostly to food enthusiasts. They serve a target audience of people in the age group of 25+ who are food enthusiasts and prefer to dine out frequently. The target audience of this campaign was hence, kept the same with some specifications- people in the age group of 25-45 years, who fall under the bracket of mid-high income group.
Geography
The campaign was run in Hyderabad.
Approach
A campaign’s approach can be adopted by analyzing some specific details like:
- The objective of the campaign
- The campaign’s target audience
- Geography that needs to be covered in the campaign
Analyzing the above information would help in underlining the brand’s requirements/need behind running the campaign, which will then propel us towards the direction of adopting the most suitable approach.
The objective of Paradise Biryani’s campaign was brand awareness and increasing footfall to their physical stores in Hyderabad. The target audience for such casual dining businesses are food enthusiasts with disposable income that is mostly spent on dining out.
For this particular campaign, Paradise Biryani took the approach of creating a family centric dining experience, which is what was reflected in their video ads. The brand wanted to position itself as a restaurant or food business that offers a great family dining experience. Hence the age group of the target audience was kept between 25-45 years along with an income bracket of mid-high level.
Since the campaign was run in a tier 1 city like Hyderabad, targeting a digitally savvy audience was a good approach to filter out people who fell in a specific bracket of income group, with a disposable income and tendency to dine out. These specific people are generally active users of digital platforms whether its social media or food apps.
Solution
Keeping the campaign’s approach in mind, we can conclude that digital advertising could prove to be the most effective media for this campaign.
From the vast array of digital platforms, the following were selected:
Google – Google Display ads were run to target people based on their searches related to specific food related keywords.
Youtube– Video ads were run on Youtube with specific targeting filters that would show the ads to food enthusiasts.
Facebook– Display (image) ads were run on Facebook, again, with in-depth targeting options like interest based and geography targeting to show the ads to relevant audiences.
OTT platforms like Hotstar and Voot- OTT platforms were also used due to the fact that they provide high reach at an affordable cost. Hence giving a high ROI to the brand.
What made the campaign unique and hard hitting?
The video ads by Paradise Biryani were engaging and delivered the message of the brand being a ‘family oriented space’ in a very clear manner, at the same time stressing on the good quality of food being offered by them.
The great message delivery of the ads succeeded in reeling in the audiences’ attention within seconds and hence effectively established the campaign’s objective.
Campaign Execution Images
Result
The primary objective of the campaign was to increase brand awareness in the city and encourage app install of Paradise Biryani.
The use of digital modes of advertising like Google, YouTube, Facebook, Hotstar and Voot helped them to reach their target audience. Since the objective was brand awareness and increasing footfall in the stores, the campaign resulted in providing the brand the required exposure and number of app installs.
Very interesting and innovative method
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