New Delhi: Modern Asian bistro and Tapas bar, Pa Pa Ya recently leveraged a novel digital marketing tactic with the help of Mumbai digital agency Blink Digital. The agency did full-fledged primary research to figure out what makes people order from a new restaurant. The research clearly highlighted that people value consumer reviews the most before making a decision. Using those insights, they created a targeted campaign in Mumbai.
The campaign has gone live on all social channels along with ads placed across relevant platforms like PayTM, etc. towards target demographics that led to a 30% increase in the brand recall among their audience and as well creating a massive business impact
Rikki Agarwal, Co-founder & Chief Operating Officer of Blink Digital says “We are glad to work with Pa Pa Ya, especially in a time when people are feeling despondent with the 2nd wave of lockdown. We ideated a digital campaign for Pa Pa Ya to be known for their high-quality food. F&B businesses had suffered greatly in the first lockdown and we wanted to ensure that Pa Pa Ya can ride over the wave and do something interesting that enables consistent audience connection. As per our survey, this campaign also uplifted people’s mood and made them try new restaurants. We have received a really positive response for our digital campaigns”.
Zorawar Kalra, Founder and Managing Director from Massive Restaurants Pvt. Ltd. added – “The overall impact of COVID on restaurants has been known for a while now & expected recovery will be much slower than last year. Pa Pa Ya is known for their dine-in experience and high-quality food which is why, when the second lockdown took place, we thought of entering the delivery space & being the leaders amongst the premium restaurants, we wanted to drive more online transactions and keep a consistent brand association with our audience. It’s the first time that we’ve done digital marketing on such a big scale and are happy with the outcome”.
Pa Pa Ya is a modern Asian bistro & tapas bar from the House of Massive Restaurants and best described as a chic, modern and radical reinterpretation of Asian cuisine. Due to the physical limitations of COVID-19 and the evolving nature of consumer experiences, Pa Pa Ya plans to amplify its online delivery through this campaign. Pa Pa Ya also shares its consumer ratings in its campaign creatives to get consumers hooked.