Campaign Case Study of Punjab Da Pind

Brand: Punjab Da Pind, Mangalore

Client: The Mini Punjab Group & KBC - JV

Agency: ShyBuzz

Role: Brand Consultant & Creative Agency

Deliverables: Branding & Corporate Identity - Logo, Mascot, Packaging, Marketing Collaterals, Information Design, Marketing Communiqués, Hoarding & Print Ads, Menus, Emailers, Media Wall etc.

About Punjab Da Pind, Mangalore

The Mini Punjab Group, in its pursuit to continue to set the standard in food and hospitality across India was set to launch its first restaurant in Mangalore with its signature dishes and unique recipes that have made Mini Punjab a tradition in itself in the culinary domain.

A favourite for decades among food enthusiasts and connoisseurs alike, Mini Punjab's Pind was to carry forward its proud legacy with its delicious flavours, handpicked fresh ingredients, ethnic ambiance, sophisticated & chic interiors, coming together for a special unison of unmatched delicacies and peerless service in Mangalore, which had its own rich and celebration culinary tradition.

Pind in Punjabi means village, and it was the same experience that brand wanted to create, while offering all the leisure and sophistication associated with a fine dine restaurant. The ambiance that Pind wanted to create was that of being comfortably nestled in the scenic setting of a village, while being enthralled by the grand menu of delicious preparations from every culinary parlance, served by seasoned staff in top of line cutleries that combined professionalism with tradition.

Briefunda - To ideate and create a unique brand identity and brand image for a themed restaurant in Mangalore - Punjab Da Pind - inspired by the very successful Mini Punjab Group of restaurants in Mumbai, yet showcasing its own flavour that embodies and inculcates the culinary riches of Mangalore and South India as a whole. The brand communication was intended to be a balance between the best of North & South, with a feel and taste that is unique in its own sense yet has an emotional connect with the patrons, reflecting the richness, energy, and pleasantness of both the great lands of India through a special synergy.

Logo

ShyIdea – The logo was always intended to be as simple as it can be, yet reflected the cultural richness of the food and ambiance it represented. It had to convey the deliciousness and tradition behind the idea that is Punjab Da Pind, yet not be antithetical to the spirit it stood for, be it with the font, colour or elements it contained.

BuzzEcution -   The logo featured the classical symbol of Punjab, and for that matter, entire India, the grain. It celebrated the proudly agrarian legacy of India and manifested the fine culinary tradition across the land. The font type and colour was minimalist inspired without it being ultra modern and flashily or too contemporary, that goes against the brand image we had etched for it.

Mascot

ShyIdea - ShyBuzz team proposed to the client that the easiest and the most direct way to imbibe all the different elements of the brief would to be come up with a Mascot that reflects all that’s good and unique about the brand. It will be a connect that brings the greatness of both the lands together and stand for everything that bliss and sublime we are trying to create in Punjab Da Pind.

BuzzEcution -   The mascot was inspired by the iconic Punjabi bhangra pose yet subtly insinuated the local culture that instantly struck a chord with visitors all across India, be it the locals or visitors from across the nation. The mascot was soon the driving force of our communication initiative alongside the logo.

Parcel Packaging & Delivery Bag

ShyIdea - Right from the outset the packaging was always envisioned to be something not the run-of-the-mill and needed to be among the flagship brand communication element of Punjab Da Pind. It needed to represent all that made the brand different while facilitating positive brand recall and recognition.

BuzzEcution – Team ShyBuzz decided to use the mascot as the centrepiece of the packaging as so far it had resonated well with the visitors, both offline and online. The colours used were vibrant yet stayed true to the brand colour. It featured a clever use of the actual time where the package is delivered with a smart use of the mascot, customer, the delivery vehicle, delivery point etc, which although seems too much to be harmonious, but ultimately came together for a truly attractive packaging & bag ensemble for Punjab Da Pind.

Menus, Hoardings, Emailers, Flyers, Standee, Event Coupons

ShyIdea – Every marketing collateral and information design, including menus, hoardings, emailers, flyers, standee, event promotional material & coupons, had to unequivocally retain all the brand essentials yet standout in its own unique way, adding and augmenting the brand message and brand equity.

BuzzEcution – Every facet of the creatives, be it for any deliverable, was meticulously ideated and cerebrated upon. When you consider each creatives in its entirety and in detail, it is easy to become cognisant of the fact that although that like any marketing material or communication, the focal point and attraction of the message is better hammered in, but we felt it also needs to be unique in its own way so it wouldn’t seem repetitive and encumbering.

Conclusion:

The entire Punjab Da Pind project from start to finish was always a pleasure of plenty. It was a very fulfilling and satiating endeavour that was rewarding and satisfying on all possible fronts. However, the single greatest delight that Team ShyBuzz took from the project was the great success the pre and post launch of the restaurant turned out to be. The way it caught the attention of connoisseurs, critics and the visiting general public at large gave us a sense of pride and a feeling of achievement that is unparalleled. As we speak, the restaurant is continuing to outperform with no limits to where it could go and what limits it surpasses on its way towards culinary glory.

We consider our association with Punjab Da Pind is only at the nascent stage and we still feel we have a lot to offer the brand and an enterprise that holds utmost promise and possibilities.

Keep an eye out on your neighbourhood, there could be a Punjab Da Pind coming your way any time soon. Cheers to that!!! Till then have a delicious time ahead. Bon appétit.