Case Study
Chennai’s Food You brings Indo-Chinese comfort food to the takeaway crowd, serving everything from crunchy evening snacks to fulfilling meal combos
Industry
Food & Beverage
Services
Content strategy, visual design, social media management, influencer management
Primary Goal
Boost brand visibility and drive sales of the newly launched IPL combo—organically
The Big Picture
The food joint had a loyal local audience, but IPL season brings a different kind of attention- maximum screen time, high emotions, and non-stop scrolling. So instead of posting a regular promo, the strategy was to ride the wave of a viral match moment
specifically, a funny and unexpected incident involving the team captain
If fans were already talking about it, the brand needed to be part of that conversation
The Problem
Static promos rarely work during IPL
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Timeline is flooded with memes, reactions, and match highlights
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Users scroll fast
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People only stop for content that connects emotionally or humorously
The question became
How do we merge a trending match moment with our brand without looking forced?
The Insight
When something surprising or funny happens involving a captain, the internet goes wild
Memes explode and Fans forward clips faster than commentary can finish. People love content that says “We all just saw this… and we’re all thinking the same thing”
So instead of building a generic food promotion, the video recreated that exact captain incident in a relatable, funny way
Timing + cultural relevance = shareability
The Solution
A short Instagram Reel that-
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Referenced the real match incident involving the captain
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Delivered humor in a way cricket fans understood instantly
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Light, playful, and perfectly timed
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No hard sell. Just entertainment that led people to the brand
Execution
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Used a real match incident involving the captain
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Added a humorous, cricket-fan–friendly headline
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No ads spend - 100% organic reach
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The video blended into the IPL conversation, not traditional advertising
Results
The strategy worked better than expected and most importantly
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55% increase in IPL combo sales driven by real-time, culture-led content
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70% spike in takeaway calls during matches, converting screen time into orders
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90% of viewers were first-time brand discoverers, expanding local reach organically
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One trending moment translated into real-world footfall and revenue
Visual Deliverables
