The Scenario
RAS, an Indian restaurant featuring a range of North Indian cuisine, wanted to start building an identity to begin their branding process. After the sit-down session, we identified the main targeted audience to be business people entertaining guests in business luncheon and dinners.
The Mandatory
The advertisement must support their established slogan – RAS, the essence of India.
The Logic & Copy Direction
Since the main audience are business people bringing guests, we felt the pull has to come from the quality of service as most of these guests are not completely familiar with Indian cuisine. Standing in the shoes of the diner, we deducted that when people walk into the restaurant with guests, what may be most important may be the quality of service instead, and that was something we could tie the slogan “the essence of India” with.
The Process
With the client’s approval, we went hunting for the face to use, since words like “hospitality” and “warmth” needed the strong human factor only people could give.
On our way to a meeting with the client, we spotted a suitable candidate – a receptionist working in one of their restaurants. Since this was a face many clients would meet at the entrance, we decided to explore using her instead of hiring out.
The fact that she has never done anything like this before created some obstacles but after two photo shoots, we were able to put this together to produce the following advertisement.
Participation
In this project, I was responsible for Concept, Copywriting, Photography and Layout.
RAS, an Indian restaurant featuring a range of North Indian cuisine, wanted to start building an identity to begin their branding process. After the sit-down session, we identified the main targeted audience to be business people entertaining guests in business luncheon and dinners.
The Mandatory
The advertisement must support their established slogan – RAS, the essence of India.
The Logic & Copy Direction
Since the main audience are business people bringing guests, we felt the pull has to come from the quality of service as most of these guests are not completely familiar with Indian cuisine. Standing in the shoes of the diner, we deducted that when people walk into the restaurant with guests, what may be most important may be the quality of service instead, and that was something we could tie the slogan “the essence of India” with.
The Process
With the client’s approval, we went hunting for the face to use, since words like “hospitality” and “warmth” needed the strong human factor only people could give.
On our way to a meeting with the client, we spotted a suitable candidate – a receptionist working in one of their restaurants. Since this was a face many clients would meet at the entrance, we decided to explore using her instead of hiring out.
The fact that she has never done anything like this before created some obstacles but after two photo shoots, we were able to put this together to produce the following advertisement.
Participation
In this project, I was responsible for Concept, Copywriting, Photography and Layout.
