Mumbai headquartered creative digital marketing agency BlackCab has successfully curated a campaign for the launch of Avartana, ITC Maratha’s latest culinary venture in Mumbai that represents southern Indian cuisine.
The BlackCab team collaborated with ITC Maratha for the launch of Avartana, a renowned restaurant already established in other cities and now expanding its presence in Mumbai. Their partnership focused on two key areas: content production and social media strategy. The content production team carefully planned how they would create content for Avartana’s first appearance in Mumbai, considering the best way to approach the project and what they wanted to convey, ensuring a captivating launch.
BlackCab leveraged its network agency model using its specialized short-form content studio Secret Sauce Studios to produce the content for the Avartana launch. The project saw them capture an array of photos and videos together with architectural shots that emphasize the restaurant’s beauty. The project focused on bringing out and articulating the thought and inspiration behind Avartana’s five different multi-course menus. The BlackCab team spent time with the chefs to understand why the ingredients play such a vital role in the dining experience at Avartana. Following this, the team crafted a content strategy that would bring the space to life.
A workshop was conducted with the chefs and Secret Sauce Studios co-founder Alok Verma, to help learn the nuances behind the menu and bring out storytelling in the direction of the videos and in each of the photographs clicked.
