Derma India
May 30, 2024
Nectraw
December 14, 2020A group committed to provide Chennai with a distinctive gastronomic experience came up with a ground-breaking idea. The main course of this endeavour was to be Kuzhi Mandi, a traditional Arabic meal known for its flavourful and aromatic spices. We were tasked with bringing this audacious vision to life and were given complete control over the brand creation process, from the very beginning until the restaurant’s opening.
A bold group of people dared to dream large right in the middle of Chennai. They set out to bring the city to know the depths of flavour found in Kuzhi Mandi, a classic Arabic meal that would entice the senses and leave a lasting impression. Thus, our voyage commenced.
Challenges
Preserving the True Spirit of Tradition
Kuzhi Mandi is deeply connected to the rich culinary heritage of Arabic cooking and it was essential to truly capture the spirit of these traditions in this video. The task was to present the complex process of making the dish, which is both time-tested and crucial to its deep flavour. The goal was to make it appealing to a contemporary audience.
Emphasizing the Art of Cooking
The making of Kuzhi Mandi requires precise culinary artistry, from choosing the right spices to the methods of cooking. Our challenge was to visually demonstrate this artistry, making sure that the audience could see and understand the skill and commitment required in each step.
Offering a Multisensory experience
Food videos should engage more than just eyes – they should also awaken the senses. The challenge was to produce a video that would make viewers not just see but also smell, taste and feel the essence of Kuzhi Mandi, encouraging them to try it in real life.
What we did
Authentic Narrative for Kuzhi Mandi
We started by diving deep into the essence of Kuzhi Mandi, grasping its historical roots and cultural importance. This insight helped us weave a story that paid tribute to the heritage of the cuisine, while also making it engaging and welcoming to a wide range of viewers in Chennai.
Visual feast production
Through a blend of detailed close-ups, slow motion action and varied camera angles, we showcased the complex journey of making Kuzhi Mandi. Each stage, from the seasoning of the meat, to the arrangement of spices, was captured in a manner that underlined the dish’s genuine nature and the skill of the chef.
Sensory driven editing
To engage all senses, we utilized a variety of techniques including sound design, colour adjustments and rhythm to bring out the scent and taste of Kuzhi Mandi. The editing was done to make the audience feel as though they were partaking in the meal, enhancing the video’s appeal beyond just visuals.
The Outcome
Boosted recognition
The cooking demonstration video successfully highlighted Kuzhi Mandi’s cooking techniques, emphasizing the brand’s dedication to genuine flavours and high standards. This video emerged as a vital tool in Kuzhi Mandi’s promotional strategies, fostering enthusiasm and eagerness for the restaurant’s debut.
Interest and Intrigue
The video struck a chord with its viewers, igniting a sense of intrigue and desire for Kuzhi Mandi. It played an essential part in carving out Kuzhi Mandi’s niche in the bustling food market of Chennai, drawing in a broad following keen on tasting the authentic dishes of Kuzhi Mandi.
Favourable Feedback from Customers
The video’s focus on engaging the senses created a deep bond with the viewers, leading to a favourable reaction from both online and in-person. Viewers who watched the video were more inclined to dine at the restaurant, excited to try the dish they had witnessed being prepared.
Conclusion
Collaborating with Kuzhi Mandi enabled us to explore the deep-rooted traditions of Arabic food and present them in a way that appeals to today’s audience. At The Artistic Studio, we are skilled at producing content that not only narrates a tale but also creates an immersive experience. The achievement of this endeavour underscores our capacity to merge old-world traditions with fresh ideas, producing content that strikes a chord with viewers and propels brand achievement. We take great pride in contributing to Kuzhi Mandi’s path and eagerly anticipate upcoming partnerships that honour the art of cooking.