Gourmet Passport launches a new campaign ‘The Pursuit of Great Taste’
Gourmet Passport - a premium membership program of India’s largest dining out & restaurant tech solutions company Dineout, today announced the launch of its integrated digital video campaign that focuses on bringing alive the idea of ‘The Pursuit of Great Taste’. The launch campaign has at its core, the brand’s great promise of offering fine dining experiences to true gourmet lovers.
The two episodes series revolve around people who have found themselves empowered by their love for gourmet- establishing that food knows no stereotypes. Be it gender, cultural background or age, no barrier is big enough to stop an individual from being a lover of everything fine! The films break two of the most dominant stereotypes in the world of luxury dining - that women only drink vodka and wine, and that our appearances determine our food choices.
The highlight of the films are the talented Bollywood stars Manjot Singh (Fukrey fame) and Amrita Puri (Aisha fame) who through these ads showcase the various social and cultural stereotypes that surround fine dining experiences.
Film 1- Date: Scene opens with the man on a date with his girlfriend (Amrita Puri) at a fine restaurant. Man on his show off spree orders one of the typical drinks for himself and assumes the same for his girlfriend. But the girl astounds him with her intricate order and subtly breaks the stereotypes and man’s cliché of a woman not knowing about fine dining and beverages.
Film 2: Business Meeting - The ad film opens with a wide shot of a business meeting between 3 Japanese gentlemen and 3 Indians - Satinder (Manjot Singh) and his colleagues at an authentic Japanese restaurant. Looking at table manners of Indians, the Japanese gentlemen somehow deny doing business with them. Satinder with his presence of mind orders authentic Japanese food and astonishes delegates and his colleagues with his global culinary preferences. Impressed with his choice of delicacies, the Japanese mend their ways with three businessmen and Satinder steals the deal.
Gourmet food is for everyone that has an impeccable taste for the finer things in life. The two films help in positioning Gourmet Passport by Dineout as a platform that brings together gourmet lovers from different walks of life, who inspire everyone to join - THE PURSUIT OF GREAT TASTE.
Sharing his thoughts on the digital campaign, Mr. Ankit Mehrotra, Co-founder & CEO, Dineout said, “With Gourmet Passport on board, we wish to expand our reach to include gourmet lovers who are always on the lookout for their next gastronomical adventure. The ad films are an attempt at building a connection with our audiences and to leave them with a chuckle while we call for gourmet connoisseurs to unite with in their pursuit of great taste! ”
Commenting on the launch of the campaign, Mr. Rocky Mohan, Founder of Gourmet Passport said, “We are very happy to launch our first digital campaign that expresses the Gourmet Passport’s core value of uniting food lovers with the best talent in the industry. We look forward to the campaign connecting with our members & potential users.”
Conceptualized by Daiko FHO, the campaign aims to establish the essence of Gourmet Passport amongst consumers who are looking at elevating themselves to premium dining experiences. Commenting on the same, Rajesh Aggrawal, CEO at Daiko FHO said, “'In a market filled with players stuck in a 'discounts & offers' loop, Gourmet Passport stands apart with its unique experiential offering. The idea was to bring to life this philosophy by creating engaging stories using people with evolved tastes as protagonists. People from different walks of life who inspire everyone to join our PURSUIT OF GREAT TASTE.”
A multi-platform campaign will be rolled across platforms - Digital, Cinema, Radio, Social Media via both Dineout & Gourmet Passport.
Gourmet Passport by Dineout has partnered with over 2000+ luxury dining restaurants and bars across 5-star hotels, premium standalone outlets & chains. The product is already available in Delhi NCR, Mumbai, Bengaluru, Hyderabad, Pune, Ahmedabad, Kolkata, Chennai, Chandigarh and Jaipur in India.