Paakashala, which works in Karnataka’s restaurant industry, has launched ‘Paakashala Diaries’. This is a video initiative that looks at the world of food and the individuals who shape it. This project aims to showcase a multi-cuisine approach that reflects the diverse culinary landscape of India.
Hosted by Kahi Chandru, a figure in South Indian cinema the first season consists of six episodes, each focussing on an aspect of Bangalore’s food scene.
Medianews4u.com caught up with Vyjayanti Adiga, Director of Marketing and Associate VP Operations Paakashala.
Q. How did the idea for the ‘Paakashala Diaries’ video series to spotlight food culture emerge?
The concept for Paakashala Diaries was driven by our mission to create a meaningful platform for food enthusiasts and young entrepreneurs alike. The series isn’t just about showcasing dishes; it dives into the real-life experiences and challenges of the people who form the backbone of Bangalore’s food scene.
Unlike models focussed solely on modern cuisine, Paakashala Diaries highlights the journey of crafting, packaging, and marketing traditional, authentic products in today’s fast-paced world. We also focus on the meticulous work involved in preserving recipes and legacy brands.
Through conversations with industry veterans, food bloggers, and even street vendors, viewers gain insights into the strengths and future potential of the food industry. In a city where global brands and cuisines are rapidly expanding, Bangalore’s original brands are stepping up to preserve their traditions while embracing modern marketing techniques.
This dynamic balance of tradition and innovation is what makes Paakashala Diaries unique, offering inspiration and lessons for the next generation of food entrepreneurs.
Q. There is a lot of content dedicated to food online. What factors were considered to ensure that this series stands out?
Our focus with Paakashala Diaries was on authenticity, community involvement, and storytelling. Each episode is crafted to provide a unique look into different aspects of the food industry, ensuring that it resonates on a personal level.
With well-curated topics and a diverse panel of guests, including bloggers, food vendors, and industry veterans, Paakashala Diaries offers viewers a more profound and relatable experience.
Q. Will short-form content also play an important role on platforms like Instagram Reels?
Short-form content like Instagram Reels will be a crucial part of our strategy to generate quick engagement and drive traffic to the full episodes. By creating snippets from the series that highlight memorable moments and key insights, we can reach a wider audience and introduce more people to the full stories within Paakashala Diaries.
Q. Besides the video series, what other marketing activities are Paakashala doing to boost awareness?
In addition to the Paakashala Diaries series, we’re focusing on influencer collaborations, festive campaigns, and community-based events. We are also exploring partnerships with local culinary experts to strengthen brand awareness.
Our marketing is designed to complement the series, using a mix of digital and in-person activities to foster connection and excitement around Paakashala.
Q. How was the festive season for Paakashala and the category compared with 2023? What consumption and growth trends were seen?
Compared to 2023, this festive season saw more foot traffic and higher digital engagement, signalling a strong recovery.
There was increased interest in our festive offerings, and we noticed a trend toward family gatherings and group orders, which aligns with our goal of being a welcoming, family-oriented restaurant brand.
Q. Does most of the marketing spend go towards digital? Does traditional media have a role to play?
While digital media is a significant focus, traditional media also plays a role, especially in reaching a broader, multi-generational audience.
Paakashala balances its marketing spend across channels to ensure both visibility and engagement, depending on the campaign and target audience.
Q. Could you shed light on Paakashala’s social media strategy and how it participates in consumer conversations online?
Our social media strategy centres on building a community where food lovers can engage with us directly. Through platforms like Instagram, YouTube, and Facebook, we showcase not just our dishes but also behind-the-scenes stories, customer experiences, and events.
We actively engage with followers, responding to feedback and joining conversations to keep our community connected.
Q. How important are food influencers for Paakashala?
Food influencers are key to reaching audiences interested in food culture and dining experiences. Through collaborations, influencers bring authenticity and introduce Paakashala to their followers in a relatable way.
This not only builds awareness but also fosters trust, as influencers help communicate the values and quality of Paakashala to potential customers.
Q. Who is the TG (target group) for Paakashala when it does marketing activities?
Paakashala’s target audience includes families, professionals, and food enthusiasts who value authentic, high-quality, and traditional meals.
Our marketing caters to a diverse demographic, particularly those who seek a blend of tradition and taste in a welcoming atmosphere.
Q. What role does AI play for Paakashala?
AI supports Paakashala in refining our operations and enhancing customer service. From analysing consumer feedback to managing inventory and personalising marketing campaigns, AI enables us to make data-driven decisions that improve operational efficiency and customer satisfaction.
Q. Could you talk about the importance of maintaining high standards in quality and consistency in food preparation in growing brand loyalty?
Maintaining high standards of quality and consistency is essential to Paakashala’s identity. It’s what keeps our customers returning, as they know they’ll receive the same excellence with each visit. Consistency not only builds trust but also enhances brand loyalty, as patrons come to rely on us for quality meals.
Q. Does Paakashala run a loyalty programme to get repeat customers?
Paakashala has a strong base of loyal customers who swear by the brand. We have increased customer loyalty by capitalising on the power of “word-of-mouth” marketing. Multiple customer loyalty methodologies are being tested currently and we’ll have a structured loyalty programme very soon, ensuring our customer base grows stronger and larger.
Q. What are the growth plans of Paakashala moving forward both in India and abroad?
We aim to expand within and beyond India. In India, our focus is on reaching new cities, while internationally, we’re exploring markets with an appreciation for South Indian cuisine. Our expansion is planned carefully to maintain Paakashala’s quality and authenticity as we grow.
