Dindigul Thalappakatti, established in 1957 by Mr. Nagasamy Naidu, is a renowned South Indian restaurant known for its distinctive biriyani made with Seeraga samba rice and high-quality meat. Evolving from a small eatery into a culinary destination, it attracts diverse clientele, including politicians and cinema legends, while preserving its culinary secrets for an exceptional dining experience.
Potential Reach
Views
Engagements
Influencer
Profiling
In celebration of Republic Day, Thalappakatti Biryani aimed to highlight its exclusive offer of Rs. 999 for a family bucket of chicken biryani on January 26. We collaborated with vox-pop, lifestyle, and entertainment creators to craft engaging content around the “Thalappakatti Pledge,” fostering inclusivity among the audience. Our challenge was identifying ideal influencers in Madurai, Bangalore, Chennai, Kochi, and Coimbatore within a tight timeframe.
- Size
We chose a mix of micro to mid-tier upcoming influencers with a steady growth of followers and strong local appreciation, ensuring authenticity and engagement.
- Platform
Recognizing the surge in Republic Day content on Instagram, we leveraged the platform to promote Dindigul Thalappakatti’s offer. Instagram reels, especially those focused on trending topics, had a higher viral potential.
- Content Frequency
With less than a week for execution, we acted swiftly. We scouted influencers, shared a curated list, planned content, and went live within three days leading up to Republic Day.
- Content Style
We planned and shot five reels with influencers from different cultures, subcultures, languages, and dialects. Vox-pop creators engaged people with a biriyani pledge challenge, rewarding successful participants with a Rs.999 voucher. Lifestyle creators produced funny skits and comedic content showcasing their enjoyment of Dindigul Thalappakatti biryani, enhancing engagement and brand recall.
Powerful Influencer Marketing Awaits
Having driven 1B+ views to the content we create, I believe
‘Facts Tell, Stories Sell’. We live in the age of authentic content. Anything that’s not, quickly gets flagged and dumped. And to solve for it – Confluencr is built on story telling – a bespoke approach to each influencer, each collaboration to maximise the impact for our brands – one content piece at a time.
Sahiba Dhandhania
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