Key Highlights
Increased Brand Reach
Strengthened Market Position
A Taste of Tradition
Dosa Coffee
Introduction
Dosa Coffee has been a member of the Klarus Team since 2022, they are a well known chain of restaurants that serve traditional south Indian cuisine. With the help of their booming social media presence, high food quality, competitive prices, stringent hygiene protocols, and cost, they have quickly established themselves as a well known eatery with over 10 locations in Kolkata as well as Delhi NCR. It should be noted that the food and beverage industry in these metropolitan cities is thoroughly saturated, and it is a feat to be a recognized player.
A Breakdown of our 6 Months Journey
Niches Breakdown
Objective
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Campaign Focus: Health and Authenticity
The Dosa Coffee campaign set out to showcase the health benefits and authenticity of South Indian cuisine. By highlighting the nutritional value of traditional ingredients, the campaign aimed to educate and attract health-conscious consumers interested in wellness-oriented dining.
Nutritional Value of South Indian Staples
South Indian cuisine, known for its rich nutritional profile, became the centrepiece of our message. Ingredients like fermented grains, legumes, turmeric, and coconut were spotlighted for their health benefits, helping audiences understand the unique value these staples bring to a balanced diet.
Broadening the Audience Base
By promoting both the health benefits and culinary authenticity, the campaign sought to attract a diverse audience, appealing to everything from large gatherings to high-income individuals. This broadened the brand’s appeal in a competitive market, positioning Dosa Coffee as an inclusive, yet premium, choice.
More Than a Restaurant: A Place of Connection
Dosa Coffee was positioned as more than just a dining experience. The campaign emphasized the brand’s commitment to joy, connection, and tradition, underscored by the ethos of "Atithi Devo Bhava" (The guest is God), fostering an atmosphere of warmth and respect that resonates with guests.
Strategy
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Modern Meets Tradition
The campaign was crafted around blending modern culinary techniques with traditional South Indian practices, highlighting Dosa Coffee's authenticity and dedication to quality. This fusion underscored the brand’s commitment to honouring tradition while embracing contemporary dining.
The Art of Preparation
Showcasing the meticulous preparation of each dish, the campaign emphasised the use of fresh, health-conscious ingredients. From grinding spices to crafting each meal with care, Dosa Coffee’s approach was presented as a reflection of the brand’s commitment to wellness and culinary precision.
Capturing the Atmosphere
Filmed mainly in Kolkata with select scenes from Delhi NCR, the video captured Dosa Coffee’s warm and inviting atmosphere. Audiences were shown the peaceful, welcoming environment of the restaurant, creating an image of a sanctuary for both nourishment and relaxation.
A Heartfelt Experience
Through visuals of morning pujas and market visits, the campaign positioned Dosa Coffee as a family-oriented eatery that goes beyond food. By nurturing emotional well-being and fostering a sense of community, Dosa Coffee emerged as a place of joy and connection.
Execution
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Authentic Visual Storytelling
To showcase Dosa Coffee’s authenticity, we filmed in the early morning to capture real, everyday moments. The footage focused on chefs performing traditional pujas, preparing fresh ingredients, and maintaining strict hygiene, with most scenes shot in Kolkata and some in Delhi NCR.
Aligning with the Brand Persona
Reflecting Dosa Coffee’s vintage charm and calm, family-friendly vibe, we used soft filters, warm tones, and a voice-over by our in-house designer, humanising the brand and building an emotional connection with viewers.
Overcoming Challenges
Despite challenges like weather shifts and smoky kitchens, we captured authentic, behind-the-scenes moments, adding depth to the campaign and showcasing the dedication behind Dosa Coffee’s operations.
Maximising Reach
Partnering with KlaurusTech, we launched the video at peak engagement times, boosting brand awareness, increasing foot traffic, and driving sales across Dosa Coffee outlets.
Achievements
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Impressive Reach and Engagement
The first video achieved 4.2 million views, over 30,000 likes, and an influx of comments and shares. This strong engagement demonstrated the video’s resonance with viewers, amplifying Dosa Coffee’s reach.
Solidifying Brand Position
Through this campaign, Dosa Coffee established itself as a major player in the competitive food and beverage market in Kolkata and Delhi NCR, drawing increased foot traffic across all locations.
Boosting Sales Through Connection
The authentic storytelling approach fostered an emotional connection with viewers, leading to a significant boost in sales. The brand’s values and narrative deeply resonated, attracting a loyal customer base.
Accelerating National Expansion
The campaign’s success supported Dosa Coffee’s rapid growth from 3 to 15 outlets, helping it gain recognition as a beloved South Indian eatery across India and setting the stage for future collaborations with KlaurusTech.
Conclusion
In retrospect, the Dosa Coffee campaign proved to be a rewarding experience that succeeded in showcasing the beauty and authenticity of South Indian food. Despite the difficulties encountered, our teamwork produced a fruitful demonstration of Dosa Coffee's commitment to excellence and custom. The audience's overwhelmingly positive reaction confirmed our conviction in the potency of visual content storytelling. Through this campaign, we opened the door for more culinary explorations for KlarusTech while simultaneously enhancing the visibility of Dosa Coffee as a brand.
If you want to make your brand stand out and achieve new heights, go no further than KlaurusTech, the best video production agency in Kolkata. Our team is committed to creating eye-catching visual storytelling that captivates your audience and enhances the visibility of your business.
