Leveraging the shareability of the show’s content, Albatrot will combine content creation and performance marketing for The Big Forkers’ promotion.
The Big Forkers, a food-exploration show, was conceptualised by an investment banker, Sid Mewara, and start-up developer Shashank Jayakumar. The show, hosted on YouTube, focuses on exploring food, culture, politics, history and more, over episodes of uncensored banter. In association with their production partners — Madness Picture Co. — the hosts of TBF brought on board Albatrot for a digital media mandate.
Albatrot is a full-service creative agency headquartered in Mumbai and with teams in Delhi and Bangalore. Having worked with Indian F&B brands such as Social Offline and Smoke House Deli, their team had garnered some experience within the niche that The Big Forkers were trying to penetrate. The agency started working with the show during the lockdown, mainly to build their brand, alongside building a strong online community which would help them increase their visibility on different social media platforms, especially YouTube.
“Not only has it been a new experience for the team to position people instead of a product, but it’s also been interesting and challenging to figure out the right audience for two such accomplished, loud personalities, with so many unfiltered thoughts to share. In fact, even the technicality of the regulations around raw and uncensored content continues to be a work in progress between all teams. We’ve got all hands on deck to create content that hits just the right spot between acceptable and provoking,” says Shivanjali Ahluwalia, Account Manager, Albatrot.
Albatrot has therefore conceptualised and implemented a multifold strategy that combines content creation and performance marketing — to ensure the right eyeballs are catching the ancillary content created for The Big Forker’s social media pages, so as to drive the only a niche audience to the channel for the first phase of awareness. Eventually, they aim to use the shareability of the show’s content to snowball through this niche. The agency is also focusing on personal branding for the hosts and using a tight-knit network of influencers to create some noise.
On what the team at The Big Forkers is looking to gain from this collaboration, Sid Mewara, Managing Director, M2 Capital Ventures; Host & Creator, The Big Forkers, says, “We are navigating somewhat uncharted waters with our raw and provocative content around food and travel. Finding and addressing our core audience remains a process made less daunting with the hands-on approach by Team Albatrot. We treat TBF as a startup, addressing a market that didn’t ask for this product, but in our minds needs it. And with Albatrot we find a team equally passionate about challenging themselves to reach the right audience.”