The Hindu’s “Our State Our Taste” campaign embarked on a 10-month journey, spotlighting regional recipes across 61 cities in Tamil Nadu, Andhra Pradesh, Telangana, and Karnataka. With a mission to connect people through their shared love of food, the contest featured unique dishes by home cooks and chefs, with India’s top chefs as knowledge partners. 

It was a resounding success, showcasing over 70,000 dishes from 10,000 home cooks, reaching 200,000 households, and garnering 5 million+ social media impressions. Celebrating local flavours, uniting communities, and enriching the Indian culinary narrative, the contest added a flavourful touch to the cultural tapestry.

Bringing people together

The “Our State Our Taste” initiative created an inclusive platform for home cooks and chefs from all backgrounds, without discrimination based on age, gender, or experience.

Through a series of advertisements, the event invited registrations across both states, unfolding in three distinct phases: the call for entry, regional rounds, and the grand finale, where winners earned titles as master chef of their region.

The initiative had four core objectives:

1. To establish meaningful engagement between the brand and the public by tapping into their passion points, fostering a sense of pride in their state and its rich culinary heritage.

2. To provide a platform for showcasing culinary expertise and celebrating the diverse array of local cuisines in a country where food holds significant cultural significance.

3. To bring together talented home cooks and professional chefs, fostering a vibrant community centred around a shared love for food and cooking.

4. Lastly, “Our State Our Taste” aimed to deepen The Hindu’s connection with the residents of both states by intertwining core interests such as food, cultural heritage, and regional identity. By aligning with these central themes, the initiative sought to reinforce the brand’s relevance and resonance within the communities it serves.

Through these concerted efforts, the initiative not only celebrated culinary diversity but also served as a catalyst for fostering community spirit and cultural pride across Tamil Nadu, Andhra Pradesh, Telangana, and Karnataka. 

Campaign highlights

The Hindu’s “Our State Our Taste” initiative across the four states proved to be a remarkable success, fostering unity among people through shared passions, cultivating a vibrant community centred around food, and enhancing brand affinity.

Here are the key highlights of the outcomes achieved:

• Print reach: With a readership exceeding 6 million, the initiative garnered significant attention through print media channels.
• Digital reach: Impressively, the digital outreach surpassed 5 million impressions, effectively engaging online audiences.
• Registrations: The initiative attracted an impressive 45,000 registrations, demonstrating widespread interest and participation.
• Total footfall: More than 20,800 individuals actively participated throughout the event, contributing to its success.
• Partnership interest: Notably, the initiative garnered partnership interest amounting to US$602,409, reflecting its appeal and potential for collaboration.

• Hyperlocal reach: Over 10 months, the initiative reached over 200,000 households through extensive below-the-line (BTL) and above-the-line (ATL) promotions, establishing a strong hyperlocal presence.
• Diverse culinary display: Participants showcased their culinary prowess by presenting over 70,000 unique dishes, reflecting the rich culinary heritage of all four states.
• User-generated content (UGC): Participants and audiences enthusiastically generated captivating content surrounding the event, capturing various aspects such as competition rounds, interactions with chefs, and sharing recipes, further amplifying its reach and engagement.

Overall, The Hindu’s “Our State Our Taste” initiative celebrated culinary diversity and fostered community engagement. It resonated with audiences across print and digital platforms while strengthening brand connection.

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