Case Studies

The Challenge:

The fast food market in India is highly competitive as MNCs vie for attention with long established local brands to maintain loyal customers amongst a burgeoning young, middle-class India. Our challenge was to help establish Au Bon Pain (one of America's leading and highly successful fast food chains) in India and ensure its experience in Bangalore would pave the way for further expansion into India.

The Solution:

Insights told us that our target audience - young, middle-class Indians with disposable incomes - are very concerned about health and hygiene when it comes to food. They value choice over price; enjoy personal attention from brands; are social media savvy; and expect to be treated like kings.  Our strategy linked Au Bon Pain values of choice, quality and nutrition with Indian hospitality - and reached out to influence the consumer through the social media platform, Facebook. By engaging people with activities, campaigns and off-beat offers - and inviting them to narrate their experience - the Facebook page became a story-telling brand site for Au Bon Pain in India.

The Results:

In six months, the campaign achieved: