The third in a series on DM case studies from Sanjeev Jasani, VP, OgilvyOne New Delhi
The Challenge:
Draw in an audience used to India’s bastardised version of Chinese cuisine with its kitsch potpourri of red dragons, paper lanterns and fake ‘Ming’ vases, to savour contemporary Chinese food at My Humble House – the speciality restaurant at ITC Maurya, New Delhi, that goes beyond all clichés. From the decor, presentation and cuisine, everything is atypical. Although the restaurant was launched earlier we needed to keep the momentum going and this was more of a follow up activity with the same message that “This is not the chinese that you are used to.”
The Solution:
Implementation – In a dramatically atypical style, “erase” all remnants of Chinese tastes and perceptions by getting a new palate.
The creative idea translated this quite literally by numbing the palate with a strong mint placed inside the mailer. As the mint is tasted, it overpowers the taste buds, effectively cleansing them of all taste. Thus preparing the patron for the amazing sensory experience awaiting at My Humble House. In addition to the mailer, a poster was also made with an actual mint pack stuck on it. the poster was placed in the hotel lobby where guests could see and interact.
The Result:
Result – The mailer was sent to over 5000 people – the Who’s Who of the fine dining circuit that included ambassadors of diplomatic missions, corporate heads and top spenders of the hotel’s loyalty programme. Figures are currently not known and hence cannot be shared.
“figures are not known and cannot e shared’ : i understand the client confidentiality statemnt, but would you call this excercise a huge or a mild success? i think its interestinghow you tru and introduce a huge clientale to a completely diferent kind of taste, given that real chinese food can be bland, and indians are generally averse to bland taste.
how is the restaurant doing now?
Hi saumya, you are right in saying that real chinese is quite bland. Infact personally I didnt quite like the taste either. But then I also dont like Sushi and thats quite bland as well, but yet a huge hit in the top circles. Authentic food is always going to be an acquired taste and the indian palate is changing fast as globalization creeps in. The restaurant is doing quite ok and has a lot of international guests and the upper socialites frequenting it. Why don’t you try it out some day. Cheers!
did you get any feedback from any of the guests about the mailer idea?
also sushi is quiet a social statement. do you think this idea would have worked on a not-very-upmarket restaurant?
The idea is really good, Sanjeev.
But I wonder what is that graphic about. Cant make out in that small JPG.
As an Art Director, I am seeing it from an art point of view….
And my reaction to this line ‘To experience Chinese cuisine with a twist’
What is the twist? Infact it is the original Chinese fare that this restaurant serves.
When I read this line, infact I feel this is some sort of fusion as in Chinese with Indian touch 🙂
Am I wrong somewhere? Please guide.
@takesh – i agree with you that sushi is a social statement and im not so sure if this would have worked for a local restaurant or one that was not upmarket. but i may be wrong too. my gut says it wouldnt work.
@yogesh – its a chinese brush stroke of sorts. well, the ‘twist’ that u refer to does indicate fusion of sorts but even i dont agree with this one and i think ur right. it is kinda misleading. thanx for the input yogesh. really appreciate it.
HiI am involved with a group of volunteers and starting a new initiative in a community in the same niche. Your blog provided us valuable information to work on. You’ve done a great job!
thanx guys