Branding | Digital
The challenge was to promote the local cuisine amongst a target audience comprising of mostly non-locals. Tricky much? Not for us! We took the challenge head-on building on a great narrative which helped us intrigue locals and non-locals alike to Nannayya.
In a city where the breakfast scene is dominated by Karnataka-inspired delicacies, the client wanted to introduce authentic Telangana-style breakfast and meals in a premium environment. The challenge? Having to distinguish the brand amongst a sea of competitors and trusted brands serving pocket-friendly in and around Hyderabad. Another issue was the lack of awareness around the cuisine, especially for the non-local residents of Hyderabad.
With the trend for Telugu restaurants being hyper colloquial today, we knew we had a very good hook as soon as the client came up with a brand name that had heritage and strong regional sentiment! This enabled us to come up with a brand strategy that would reflect the authenticity of the cuisine and also resonate with both the young urban audience as well as people with traditional values.
We orchestrated a detailed photo shoot that would showcase and compliment the ambience and taste to set the tone of the brand from the outset. The focus was on adopting a vintage look for the brand to amplify the heritage of the name and vegetarian Telugu cuisine. We extended branding activities to the digital medium doing a proper launch of the event on social media as well.
