1. India Food Explorer
Back ground
• Standard Chartered Bank wanted to promote their credit cards through social
media, but they had a few concerns.
• They had little or no presence on social media in the rest of the South East Asian
region. There was also the possibility of a negative impact on the brand as seen in
the case of other companies trying to sell their services through social media.
Objective
• The challenge was to make the brand interesting and relevant to the user, while
maintaining a connect with the product
• Food was found to be second only to shopping in terms of spends through credit
cards. That justified choosing food as a category of interest to leverage the brand.
• Maintain a refreshing approach to social media in the category.
Execution
• IFE, a community of food lovers, provided users with suggestions for food joints,
delicacies, etc. based on their tastes and location. A wide variety of activities kept
the users engaged.
• Most other brands had taken the approach of promoting their brands in a direct
manner. With IFE, we created a clutter-breaking approach.
• We created a community for food lovers, catering to their dining needs through
various activities, like:
o Daily updates of food recipes, trivia etc.
• Foodie Files App: It was a platform that took care of users’ dining needs. The
app, Foodie’s Files, had a mascot, Foodie, who took care of the following:
• Helped users choose places to eat, from our bank, based on their
preferences.
• Presented suitable deals.
• Introduced features which make eating out simpler for users.
• Allowed users to not only review and rate a restaurant but also add
it to their wish list.
• IFE awards: We organized the Foodie Awards, which were for the foodies and by
the foodies. Restaurants across India competed against each other, in 4
interesting categories. The winners were selected by voters’ choice.
Results:
• In a year, we’ve not only built the country’s largest community in the Banking,
Financial Services & Insurance (BFSI) category
• With more than 6,00,000+ fans and a reach of 55,561,539.
• A community that’s constantly growing and has a significantly large base of
active users at any given time.