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.
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
