Adyar Ananda Bhavan, established in Rajapalayam and headquartered in Adyar, Chennai, is a renowned Indian chain of vegetarian restaurants and confectioneries. As the oldest restaurant chain in Chennai, it boasts a presence of over 145 outlets throughout India.Objective
The brand wanted to increase recall around Janmashtami and increase the sale of the special Gokulashtami pack. To achieve this, the brand used approval cards and home screen banners to spread awareness about their campaign.Why MyGate?
Mygate being a widely trusted app with a user base across 27 major cities in India, caters to premium residents in gated communities. This makes it ideal for a food chain brand like Adyar Ananda Bhavan looking to communicate with families.
The meticulously crafted communication channels within the app makes it an effective medium to reach A2B’s target audience. MyGate’s unique ability for city-based community targeting became the linchpin of the brand’s strategy, allowing them to exclusively connect with MyGate communities in Chennai.The Process
To reach Chennai-based MyGate societies and increase recall regarding the brand, A2B decided to launch an awareness campaign promoting their special Gokulashtami pack for the festive season. After careful consideration and consultations with MyGate’s professional team, the brand opted to leverage the approval cards and home screen banners to disseminate their message.
This helped the brand engage actively with MyGate residents every time they approved a guest or interacted with the app. The clickable banners redirected the users to a food delivery app, where they could place orders from Adyar Ananda Bhavan.Results
The brand recall campaign was run for 15 days and focused on Janmashtami celebration in Chennai. The ad creatives and messaging received a CTR of 2% on the MyGate app and was successful in creating a brand recall amongst the audience.