Chilli India Vindu Bhojanam
Strategic Positionin |
Campaign planning |
Influencer & Community
The newly renovated Chilli India Docklands was doing just fine during the weekdays.
The bar crowd, the lunch breaks, the working professionals
it was all flowing. But the weekends? That's where the gap was.
The brand needed something sticky. Something that made people mark their calendars and say, “Let’s go to ChilliIndia this weekend.” That’s how Vindu Bhojanam was born a full-throttle, thali-style Indian feast that brought people back to the roots and back to the table.
How do we become a weekend destination? We weren’t trying to do another brunch. We were creating a ritual. Something that:
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Drives walk-ins and bookings on weekends.
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Builds long-term brand love and engagement.
So we anchored it in culture. We gave it a name with weight.
Vindu Bhojanam—an indulgent thali, inspired by tradition,
built for today.
Brief
Solutions
Phase 1: Concept, Launch, Observe
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We tested it over the first month.
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Measured footfalls, ROAS, repeat visits.
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Listened to customer feedback at every touchpoint.
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Noticed something great: People weren’t just coming—they were bringing friends.
Phase 2: Turn Up the Heat
Once we had proof of concept, we amplified:
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Meta + YouTube Campaigns to drive bookings and weekend awareness.
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Influencer strategy with young Indian creators from different backgrounds—nostalgia-driven, foodie-first storytelling.
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PR Drops with platforms like Melbourne Mama and Australia Alludu to connect with Telugu-speaking and wider South Indian diaspora.
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Brand Film that tied it all together—celebrating food, home, culture, and that Sunday feeling.
Segmentation & Targeting
Audience Groups:
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Indians in Australia – both late-arrival migrants missing home and Aussie-born Indians looking for cultural connection.
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South East Asians who culturally align with the idea of weekend feasts.
Geo Targeting:
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Pin-code based targeting around Indian-dense localities.
Results
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Consistent weekend bookings with tables filled by families & youngsters.
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Repeat visits during the week people came back for lunch and drinks after loving their weekend thali.
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Organic word-of-mouth and brand advocates grew week-on-week.
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Stronger brand recall across locations, with Vindu Bhojanam often being the introduction to ChilliIndia.
The Takeaway
Vindu Bhojanam wasn't just a campaign—it became a cultural cue. It reminded people of their roots, redefined how Authentic Indian thali is experienced, and transformed ChilliIndia into a place where tradition meets togetherness. By anchoring the brand in authenticity and creating a reason to return, we built more than traffic.