Cannes Lions

Vikhroli Cucina Season 2

GODREJ INDUSTRIES, Mumbai / GODREJ & BOYCE / 2016

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Case Film

Overview

Entries

Credits

Overview

Description

Set up a first-of-its-kind brand agnostic and collaborative platform where brands within Godrej and the external brands operating in the food space come together to engage, interact and cross-pollinate ideas in the gastronomy space.

Through this collective approach, brands could harness the power influencer relations through on-ground engagements and social conversations. It also gives the influencers a chance to understand the brand better.

Execution

Godrej communications team along with Food Bloggers Association of India (FBAI) and a total of 11 brands curated interesting workshops, blogger cook-off, and fun engagements to integrate their product seamlessly and create an experience.

The brands engaged and interacted with over 350 influencers.

Brands and Influencers were given the opportunity to launch products, reports and books during the event.

Felicitated popular eateries who were chosen as ‘Quintessentially Mumbai’ by Chef Michael Swamy, along with renowned food influencers.

Teasers and interesting contents were planned and shared with all partners to promote #VikhroliCucinaS2 and create awareness during the pre-buzz phase.

We also provided facilities to relay the event live and create conversations with influencers.

Activities were captured through images and video for post-event engagement through owned and earned media

Outcome

Overall 7 Godrej brands and 4 non-Godrej brands engaged and interacted with over 350 influencers.

Godrej Nature’s Basket and Godrej Appliances leveraged the platform to launch Foodie Quotient 2016 and The Insta Chef Microwave App respectively.

The activations became widely quoted on social media, leading to a positive disposition of Vikhroli Cucina thereby positioning Godrej as the leader.

Formed a network of over 100 food bloggers, 12 renowned chefs, 15 hoteliers, 15 future influencers and other food enthusiasts thereby exceeding the target.

#VikhroliCucinaS2 trended No.1 nationwide on twitter.

513 people through 3017 tweets resulted in an estimated reach of 3.3 million and an exposure of close to 23 million.

Blog Traffic during live event (month on month) - 30 days between Jan 21, 2016 – Feb 21, 2016

Average number of visitors to the blog increased by 18%

Total Sessions/month increased by 27%.

Total Pageviews/month increased by 21 %.

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