Marketing Campaign



Twigly Foods





The Challenge





The fresh-food brand Twigly had established itself in one of the fastest growing cities of India and cut out a niche for itself. It wanted to expand its business into the capital city of Delhi. A multi-platform marketing campaign was needed for the expansion.



Defining the Problem





Twigly was a food company which focused on healthy fresh-food. But it wasn't just that. Twigly had developed a humanistic image among its consumer base and wanted to touch the emotions of the new market, preferably though invoking nostalgia.

This could best be achieved by positioning the brand as one of their own and praising things that the residents of Delhi already loved. Since the company was an app-based service with majority of its consumers being educated netizens, this would primarily be a social media campaign. It was therefore decided to utilize hashtags for gaining web traffic.



Moodboard





The Concept





A nostalgic campaign titled 'Reasons we Love Delhi' was designed showcasing elements from the daily life of Delhiites that were iconic. The message was clear: the business was so in love with the capital that it had finally decided to go to Delhi.

To top it up, a viral-worthy hashtag was conceptualized - something that had historic significance with Indians and was immediately recognizable:


#dillichalo


Needless to say, the campaign went viral causing massive social media engagement and led to 250 orders the very first day of the launch.


Building the Nostalgia





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