#republicdayfeast #dtbiriyanicelebration #citizenbiriyaniday #takethepledge #biriyanilovers #biriyanilove #pledgeandwin #republicdayfeast #citizenbiriyaniday #DindigulThalappakatti
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. Originally a small eatery, it has evolved into a culinary destination, attracting diverse clientele, including politicians and cinema legends. The commitment to preserving culinary secrets ensures the continued excellence of Thalappakatti Biriyani, offering a sophisticated dining experience.
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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. Collaborating with vox-pop, lifestyle, and entertainment creators, we crafted engaging content that centered around the “Thalappakatti Pledge,” fostering a sense of inclusivity among the audience. Our primary challenge was identifying the ideal influencer within our targeted locations—Madurai, Bangalore, Chennai, Kochi, and Coimbatore—while operating within a tight time frame.
Size 
We went with a mix of micro to mid tier upcoming influencer who are on the rise having a steady growth of followers but equally loved and appreciated locally.
Platform 
Through thorough research and a keen eye on social media trends, we observed the surge in Republic Day content on Instagram. Recognizing this trend, we seized the opportunity to leverage Instagram in promoting Dindigul Thalapakatti’s Republic Day offer as the factor of the content going viral is higher in the form of reels especially when focused on the trending topics.
Content Frequency 
Facing a time crunch with less than a week for the entire campaign execution, we swiftly jumped into action. We efficiently scouted influencers, shared a curated list, planned their content, and took them live within three days leading up to Republic Day.
Content Style 
Just like Dindigul Thalappakatti’s flavourful biriyani we planned and shot 5 reels with different categories of influencer from different cultures, subcultures, languages and dialects. With vox-pop creators we gave them a biriyani pledge and the people they interacted with had to recite the pledge in one go and when they did so they won a voucher worth Rs.999. Additionally, with the lifestyle creators we created funny skits and comedic content of them going and enjoying Dindigul Thalappakatti biryani.
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