Category creation: Nudging new behaviour through storytelling.
Alcohol is one of the most accepted social lubricants today. ‘Good times’ is almost synonymous with having a drink. But the result of these good times is at times a bad hangover.
Crisis management: Creating a brand that defies gravity, in a crisis-prone category.
Arabic food in Kerala was typically seen as street food made in unhygienic conditions, often prepared roadside and exposed to dust.
Trouble shooting: Abandoned carts to abundant carts.
Metro cities in India have a significant working population from Kerala who often lack the time to cook or access to authentic Kerala cuisine.
Brand building: Localising a global story.
Fish has an irreplaceable part in Kerala’s food culture. Kerala’s ubiquitous rivers and long coastline ensure the high availability of fresh fish around the year for its fish-loving populace. With easy access to homegrown spices and condiments, malayalees have a unique style of preparing their flavourful seafood delights.
