|CLIENT||TTDC (Tamilnadu Tourism Development Corporation|
|CAMPAIGN||Village Cuisine Event|
|Problem/ Opportunity||Tamil Nadu Tourism had come up with an initiative to promote different kinds of cuisines from the rural sectors of the state. A grand event had to be conducted which would showcase these cuisines and promote them.|
|Key Insight||With health and healthy food becoming a topic of great interest in urban India, rural cuisines offered a promise of nutritious, taste food without the ill-effects of the modern fast food.|
|Creative Idea/ Strategy||Gramathu Virundhu – a grand event that promised a feast of rural cuisine from all parts of Tamil Nadu.|
|Execution||The event was held in Island Grounds, Chennai. A major portion of the venue was set to a complete rural ambience with thatched shelters, potters wheels, cattle sheds, haystacks, etc., giving the whole place a very rustic feel. The food stalls were all done up in typical village-styled settings and the food served had a rural flavor in its preparation, taste and serving.
A communication package that included press ads (in English and Tamil) and posters at the venue publicized the event amongst the city’s foodies.
|Result||The event, though highlighting rural cuisines, was conducted in Chennai and hence gave the city-bred an opportunity to sample an authentic village feast.
Visitors not only got a taste of the food prepared and served in the villages, but they were also transported to a village setting during their visit to the event.