Rajdhani, The Vegetarian Thali Restaurant which is the flagship brand of MirahHospitality has spread its aroma in this industry over the past few decades.

Known as a "thali place" with 72 different rotating menus with 22,464 delicacies from Gujarat and Rajasthan. Rajdhani offers even to the most regular customers out of 9 million delighted guests the aroma of novelty.

Rajdhani Restaurants has over 37 locations across India and is also present in the Middle East.

About Rajdhani:-

Case Study: ‘Swaad Kesariya – The Winter Food Festival’From 14th to 31st December 2012

About SWAAD KESARIYA - The Winter Food Festival:-

SWAAD KESARIYA was about indulging in the season’s warmest flavours, festivities

and fun at Rajdhani’s Winter Fest! Just the perfect time to savor mouth-watering Surti

Undhiyu, Gajar ka Halwa, Lilwa nu Shaak, Suwa Jalariya, Muli Paratha and many more,

made from the finest ingredients available exclusively in winter.

The Winter Fest was all about spreading the warmth this Winter at Rajdhani Thali

with special Food Delicacies that would help you keep the Winter Blues away!

Online Platforms involved for the event promotions:-

Facebook

Twitter

YouTube

Pinterest

Foursquare

Event listings on food review websites

Concept:-

To promote the winter food festival online, generate awareness about theevent specials (winter delicacies) & drive offline footfalls.

*No paid promotions…

Online Concepts’ Details:-

Facebook Contest: To know what makes our fans/followers kick off thewinter blues.

Facebook menu app: The winter food specials/delicacies wererepresented in an app.

Twitter Contest: #ILoveWintersBecause Tweet what makes you love theWinters.

Online Communication strategy: Online promotions were based on thewinter specials served at Rajdhani Thali i.e. Surti Undhiyu, Gajar ka Halwa,Lilwa nu Shaak, Suwa Jalariya, Muli Paratha and many more.

Foursquare: An exciting offer of 10% discount on your Thali exclusivelyduring the winter food festival.

Plan of action:-

1. Online Teaser Post

2. Online branding/customization as per the festival’s theme (Facebook,

Twitter, YouTube & Foursquare)

3. The event announcement post

4. Facebook events to let our fans know about the venues & the

festival/event

5. Online promotion of the Facebook contest

6. Online promotions of the festival’s delicacies

7. Activation of Foursquare offer

Facebook Contest Application:-The application was designed to promote:Event food delicacies/specials.Foursquare offer, which would increase the online exposure.The app was shareable on Facebook & Twitter.

Total Entries: 1763,322+ views on the Facebook timeline.New Likes from 14th Dec - 31st Dec: 340+An average post reach was 1,000+ fansWeekly total reach was 12,000+ fans

The contest statistics:-

Facebook Menu Application:-

The idea behind the application was to showcase the winter specials in a single tab.

Easy to navigate & know about the festival menu.

The Foursquare offer was promoted on the menu app too.

The app was shareable on Facebook & Twitter.

Online Promotional Creatives:-

Concept Line: Spread the warmth at Rajdhani Thali!

Facebook Event:-

An event was created with all the promotional links of the Facebook contest, Menu Tab, Foursquare offer at participating Rajdhani outlets.

Foursquare offer:-

Check-in & claim the offer at any Rajdhani outlet.

The offer was promoted via Facebook posts, online skinning creatives onTwitter + Foursquare banner + the Facebook contest & the Menu tab.

Offer views: 182

Offer unlocks: 119

Twitter Contest:-

Hashtag: #ILoveWintersBecause

New Followers: 15+

Total mentions on the hashtag: 120+

Brand mentions were 80-85%

Impressions on the hashtag were 49,623+

Reached an audience of 13,868 users.

Website Statistics:-

14th - 31st December vs 1st -13th December

Website visits: 14,369 (0.55% increase)

Unique visits: 12,034

Page views: 61,753 (7.34% increase)

Pages/Visit: 4.30 (6.75% increase)

79.07% New visitors (i.e. 11,362)

Top 3 cities were: Bangalore, Mumbai & Delhi.

www.rajdhani.co.in

Campaign Results:-

The festival’s special delights were promoted online.

Offline footfalls were generated using the Foursquare offer.

Online queries were addressed using the Facebook menu tab.

A decent number of website visitors was recorded.

Contest specials were promoted using the Facebook contest, Facebook

Menu tab, Online creatives & the Twitter contest #ILoveWintersBecause.

Thank YouFollow at:

Facebook: www.facebook.com/RajdhaniRestaurants

Twitter: www.twitter.com/Rajdhani_Thali

Pinterest: www.pinterest.com/rajdhanithali

YouTube: www.youtube.com/rajdhanirestaurants