ABOUT

Indian cuisine with creative direction for an award-winning restaurant chain.

With 13 locations in five countries on two continents, Asha’s Restaurants has a longstanding reputation for their traditionally innovative North-West Indian dishes and signature hospitality, brought to life by the musical legend Asha Bhosle. Asha’s wanted to enchant its audiences on the digital front.

Crowd proposed a Social Media Strategy for Asha’s Restaurants that would incite an emotional connection to the culinary innovation, celebratory environment and authenticity that is Asha’s. In order to do this, Crowd identified five direct and audience competitors and subsequently conducted a Social Media Audit. During this four week audit, we analysed:

social channels utilised, paying attention to follower growth and engagement.
captured imagery.
content, honing in on the tone of voice.
previous social media campaigns and estimated spend.
Through our insights into the competitive market, Crowd identified KPIs and developed big campaign ideas for Asha’s for immediate roll out.

Crowd executed a creative proposition exercise, where we repositioned the Asha’s brand through a strapline campaign. The ‘Spices singing in harmony’ brand message served the purpose of resonating with Asha Bhosle’s musical passion and the chain’s sense of cultural enchantment. In addition, Crowd conducted a photo shoot that captured the culinary innovation of Asha’s dishes, fixating on the creative process and capturing aspects that would inspire authentic sharing.

When Crowd designed the new GCC website for Asha’s, the brand message and multi-layered images formed the foundation that spoke directly to Asha’s target regional audience. Asha’s satisfaction with the results further enabled Crowd to use our global network to deliver two websites for Asha’s in the UK, one in Birmingham and one in Manchester by the Crowd UK team.

Today, with the occasional collaboration with international retail operator M.H. Alshaya Co., Crowd continues to deliver digital excellence to Asha’s in the form of English and Arabic social media marketing, email marketing, content creation and SEO optimisation.