BABU CULTURE - creating a salient brand in a crowded, me-too category

BABU CULTURE - creating a salient brand in a crowded, me-too category

• August 22, 2024
• By Admin

Babu Culture was launched in a cluttered Ethnic Bengali Restaurant category. The brand proposition
was clearly defined – No compromise in quality of food and the finest brand experience. Be it the
logo, be it the menu, the ambience or the human interaction, the brand started creating impact.
PiedPiper had the job clearly defined. Convey the brand experience through visual and content
communication, reach the right TG and engage on social media. We embarked on the job with a
comfortable budget, free hand to choose the medium and decide on the creatives. We engaged the
best creative resources to establish a strong salience with a differentiation. The content was
supported with an intelligent mix of Google and Social platforms. We never looked at the volume of
posts. We concentrated on the quality of communication and ensured they were intriguing. The
posts started gaining engagements and we ensured quick and honest replies.
Lots of interests gathered around the brand we were able to translate that into footfalls with various
on-ground engagement tools. Customer feedback which was part of on-ground activities were
analysed and translated into actions (within possible limits). An all-out festive campaign during the
Durga Puja with localized OOH support created magic for the outlet. Frequent festivals and special
menus with sharp communications made sure that the brand is always talk of the town among the
core TG. User generated content was overpouring.
This gave the promoters the boost to expand the number of outlets. A little ambitious project was
undertaken beyond the geography of proper Kolkata. A 3-storied outlet. With comfortable digital
and OOH budgets, the outlet started rocking. And hence the third outlet was planned on the other
end of Kolkata outskirts. Being a smaller place, it was meant to be mainly a takeaway joint with a few
sitting arrangements, it was named Babu Culture Express.
By this time, the brand was already recognized as a sit-in restaurant with amazing service. So,
Takeaway was a contradiction to the brand proposition. This was countered with a different
communication tactic, mostly inorganic. The organic visibility continued to build on a unique casual
dining experience.
Without liquor, the evenings had comparative lighter footfalls on weekdays. Hence special items
within the brand imagery were introduced. Focused communications were done with different look
and feel and targeting a wider section of people. The brand belief and the equity helped a fast
acceptance of this new category, a sub brand named Nawabi Pitara.
It was time that the brand had a presence at another captive area for foodies. Salt Lake outlet was
launched. The outlet is being expanded in stages. Presently, the ground floor full capacity, always.
The exciting brand journey has been totally on the digital platform with occasional OOH activity.