SWAAD KESARIYA was about indulging in the season’s warmest flavors, festivities and fun at Rajdhani’s Winter Fest! Just the perfect time to savormouth-watering SurtiUndhiyu, Gajarka Halwa, Lilwanu Shaak, SuwaJalariya, MuliParathaand many more, made from the finest ingredients available exclusively in winter.

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

2. 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 the
event specials (winter delicacies) & drive offline footfalls.

3. Online Concepts’ Details:-
Facebook Contest: Share your winter food delicacies that would help you
keep the winter blues away.
Facebook menu app: The winter food specials/delicacies were
represented in an app.
Twitter Contest: #ILoveWintersBecause
Online promotions: Online promotions were based on the winter
specials 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 only during
the winter food festival.

4. Plan of action:
1. Online Teaser Post
2. Online skinning of the event (Facebook, Twitter, YouTube & Foursquare)
3. The event announcement post
4. Facebook event creation
5. Facebook contest announcement
6. Online promotions of the festival special delicacies
7. Activation of Foursquare offer

5. Facebook Contest Application:-
The application was designed to promote:
Event food delicacies/specials.
Foursquare offer at the bottom to extend its
online exposure.
The app was sharable on Facebook & Twitter.
The contest statistics:-
Total Entries: 176
3,322+ views on the Facebook timeline.
Tab views: 354+
New Likes from 14th Dec - 31st Dec: 340+
An average post reach was 1,000+ fans
Weekly total reach was 12,000+ fans

6. Facebook Menu Application:-
The application’s motive was to showcase the
winter specials on a one tab.
Easy to navigate & know about the festival
menu.
Total tab views were 149+
The Foursquare offer was promoted on the
menu app too.
The app was sharable on Facebook & Twitter.

7. Online Promotional Creatives:-
Concept Line: -
Spread the warmth at Rajdhani Thali!

8. Facebook Event:-
An event was created
with all the promotional
links of the Facebook
contest, Menu
Tab, Foursquare offer &
participating Rajdhani
outlets.
89 Fans had joined the
event.

9. Foursquare offer:-
Offer views: 182
Offer unlocks: 119
Just check-in & claim the offer at any of the Rajdhani outlets.
The offer was promoted via Facebook posts, online skinning creatives on
Twitter + Foursquare banner + the Facebook contest & the Menu tab.

10. 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.

11. 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) www.rajdhani.co.in
79.07% New visitors (i.e. 11,362)
Top 3 cities were: Bangalore, Mumbai & Delhi.

12. Success!
Campaign Results:-
The festival specials 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.
The contest specials were promoted using the Facebook contest, Facebook
Menu tab, Online creatives & the Twitter contest #ILoveWintersBecause.

13. Thank You
Follow at:
Facebook: www.facebook.com/RajdhaniRestaurants
Twitter: www.twitter.com/Rajdhani_Thali
Pinterest: www.pinterest.com/rajdhanithali
YouTube: www.youtube.com/rajdhanirestaurants