Making Wine an Everyday Affair
in Indian homes

Pause Wines – Digital Integration

The Situation

Pause Wines is a home-grown wine company whose seeds were sown in 2007 in the lush soils of Dindori near Nasik, Maharashtra.
Its founder, Mr. Rajesh Patil, had two objectives. First, he wanted to reinvigorate the wine culture of India, by educating the average Indian on wine and its sensorial nuances, health benefits, and pairing with Indian cuisine. Second, he wanted to drive adoption and make Pause Wines the first choice of any wine drinker in the country. So let’s just say, we had our work cut out for us.

What We Did

We realized that if we want to educate the audience on the myriad facets of wine, creating interesting content on the different aspects of wine was the way to go. We populated Facebook with engaging posts like ‘Did You Know’ – facts about drinking wine, and ‘Food Pairing’- how to pair wine with Indian food, especially its regional cuisines. Just to mix it up, we also created posts asking readers to ‘Take a Pause’- inspiring thoughts from our brand philosophy to sit back and celebrate life.

Next up, we leveraged Twitter to create an influencer ecosystem of food and wine enthusiasts, food and travel bloggers, and food celebrity like Rushina Munshaw Ghildiyal and celebrity Kiran Manral. Here, the idea was to leverage the brand’s credibility by interacting with known personalities in the gourmet F&B space. Along with putting in place a powerful network to drive trails of Pause Wines’ varietals, we engaged with these personalities every month on various topics like their favourite food and wine, restaurants they love, and their preferred food and wine pairings.

The Results

Facebook
Reach

  • Pre-campaign
  • Post-campaign

Facebook
Interactions

  • Pre-campaign
  • Post-campaign

Twitter
Reach

  • Pre-campaign
  • Post-campaign

Our efforts garnered tremendous organic traction. With retweets and likes increasing by more than 2000% and 4000% respectively, it’s safe to say we got things right. To top it off, our various events were covered live by our ecosystem of influencers, contributing big time to the brand being heard about by the right people, in the right way, at the right time.

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