Established by NMIMS graduates, the founders, still related to the student community had relevant insights about the student food consumption patterns. Students have their favourite hang-out spots around their college and loved how their tastes were shaped by the variety of food available around campus.
After spending 3-5 years in colleges apart from the food, you also tend to build a relationship with people cooking those meals for you. Constructing a campaign around this relationship, they planned to churn out an initiative keeping the student ideology in mind.
Apart from acknowledging joints which hold a strong place in our college memories, the founders of the brand through this campaign wanted to thank the ones who fed them for years through this campaign.
A campaign conducted solely on Facebook, they illustrated through creatives some of the very famous, admired dishes and also some people behind it. They featured Raju Anna (Xavier’s College) and the famous Chocolate Chacha outside N.M College.
The campaign was very local and covered only colleges around Mumbai, it was also extremely relatable where students with mutual memories could share and relish the nostalgia through the campaign.
Organically on Facebook the campaign managed to reach over 4,00,000 people and had students and ex-students sharing it with their friends. The brand claims that they witnessed the highest number of engagement through this campaign.