MILLET MAAGIC
MILLET MAAGIC
Was responsible for developing the launch campaign and creative direction for Millet Maagic, a restaurant specializing in rich, luxury millet-based cuisine at an affordable price. My work focused on creating a brand identity that successfully spoke to two diverse audiences the local elite and the young adults population by blending a sophisticated aesthetic with a relatable, pun-oriented, bilingual (local language and English) tone.
Research
Research
The initial strategic research focused on bridging a key market gap: how to position a millet-based restaurant as both "rich luxury" and "affordable." This required a creative direction that catered to the dual target audience of the local elites and young adults, ensuring the brand's messaging was aspirational yet accessible.
The initial strategic research focused on bridging a key market gap: how to position a millet-based restaurant as both "rich luxury" and "affordable." This required a creative direction that catered to the dual target audience of the local elites and young adults, ensuring the brand's messaging was aspirational yet accessible.
Research
The initial strategic research focused on bridging a key market gap: how to position a millet-based restaurant as both "rich luxury" and "affordable." This required a creative direction that catered to the dual target audience of the local elites and young adults, ensuring the brand's messaging was aspirational yet accessible.
Design
Design
The visual identity and creative materials were designed to reflect the product's natural goodness and quality.
Visual Tone: The brand's tone was set using warm tones of colors of millets, grounding the luxury concept in natural, wholesome ingredients.
Verbal Tone: The copy and text adopted a pun-oriented and charmingly playful voice, mixing local language and English to ensure that the messaging was witty and culturally resonant with both audiences.
The visual identity and creative materials were designed to reflect the product's natural goodness and quality.
Visual Tone: The brand's tone was set using warm tones of colors of millets, grounding the luxury concept in natural, wholesome ingredients.
Verbal Tone: The copy and text adopted a pun-oriented and charmingly playful voice, mixing local language and English to ensure that the messaging was witty and culturally resonant with both audiences.
Design
The visual identity and creative materials were designed to reflect the product's natural goodness and quality.
Visual Tone: The brand's tone was set using warm tones of colors of millets, grounding the luxury concept in natural, wholesome ingredients.
Verbal Tone: The copy and text adopted a pun-oriented and charmingly playful voice, mixing local language and English to ensure that the messaging was witty and culturally resonant with both audiences.
Development
Development
The launch campaign was executed to maximize curiosity and location-specific relevance.
Launch Tactic: The primary launch creative involved VoX pop reels where the public was asked to guess the nature of the "new landmark," building anticipation and driving organic social engagement.
Content Direction: I helped create the creative direction and video content (the VoX pop reels) that made the campaign a social-first success, turning the launch into a community conversation.
The launch campaign was executed to maximize curiosity and location-specific relevance.
Launch Tactic: The primary launch creative involved VoX pop reels where the public was asked to guess the nature of the "new landmark," building anticipation and driving organic social engagement.
Content Direction: I helped create the creative direction and video content (the VoX pop reels) that made the campaign a social-first success, turning the launch into a community conversation.
Development
The launch campaign was executed to maximize curiosity and location-specific relevance.
Launch Tactic: The primary launch creative involved VoX pop reels where the public was asked to guess the nature of the "new landmark," building anticipation and driving organic social engagement.
Content Direction: I helped create the creative direction and video content (the VoX pop reels) that made the campaign a social-first success, turning the launch into a community conversation.
Concept
Concept
The entire launch was built around a localized, curiosity-driven question: "Anna Nagar Oda Pudhu Landmark ah?" (Anna Nagar is getting a new landmark?).
Core Idea: The concept established Millet Maagic as a destination—a "new landmark"—while communicating its core value: providing a rich luxury millet-based food with affordable price.
Goal: The campaign's success was driven by this curiosity-building name, which helped people easily find their way to the new location and generated significant pre-launch buzz.
The entire launch was built around a localized, curiosity-driven question: "Anna Nagar Oda Pudhu Landmark ah?" (Anna Nagar is getting a new landmark?).
Core Idea: The concept established Millet Maagic as a destination—a "new landmark"—while communicating its core value: providing a rich luxury millet-based food with affordable price.
Goal: The campaign's success was driven by this curiosity-building name, which helped people easily find their way to the new location and generated significant pre-launch buzz.
Concept
The entire launch was built around a localized, curiosity-driven question: "Anna Nagar Oda Pudhu Landmark ah?" (Anna Nagar is getting a new landmark?).
Core Idea: The concept established Millet Maagic as a destination—a "new landmark"—while communicating its core value: providing a rich luxury millet-based food with affordable price.
Goal: The campaign's success was driven by this curiosity-building name, which helped people easily find their way to the new location and generated significant pre-launch buzz.
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©2025 ARTISIAN RRR
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©2025 ARTISIAN RRR
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©2025 ARTISIAN RRR
GO BACK TO TOP
©2025 ARTISIAN RRR
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