Social Media Case Study: How Indus Pride Enthralled Mumbai With Unique ‘Spice Art’

Visitors at Kala Ghoda Festival experience a unique initiative to discover a brew of spices exclusive to the Festival.

For over 15 years, the Kala Ghoda Arts Festival, held in Mumbai, celebrates the diversity of the city’s most revered, creative, and innovative minds who showcase their work across theater, art, literature, dance, and music. Indus Pride – an Indian beer brewed with spices especially for the Indian palate, provides a unique opportunity to every visitor at this year’s festival to savour the thrill of the various artists’ performances with pride!

With an aim to evoke pride in Indian choices amongst consumers as India’s first specialty beer, every visitor at Irish House in Kala Ghoda wasn't just taken on a sensual journey with every sip of Indus Pride, but also were a part of a first-of-its-kind ‘Spice Art’ initiative.

During the nine day long festival, all Irish House guests who went on to sample this beer were in for a treat as they were presented with personalized portraits created purely with the various spices that constitute the four variants of Indus Pride - Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon.

Additionally, the exclusive personalized ‘Spice Art’ portraits were shared with all the artists performing at the festival as a token of appreciation, celebrating their talent and contribution to our rich culture and heritage. Indus Pride created an impressive number of over 450 distinctive Spice Art portraits for users on ground and on digital media.

This unique initiative was executed with a strong social media presence on various platforms such as Facebook and Twitter. Indus Pride held a number of contests on Twitter through engaging conversations such as #SpiceArt, #GuessTheSpice, #GiftASpiceArt amongst many others. This not only led to an increase in followers to 1.3K, but to a whopping total of 2.8 million impressions on Twitter.

However, the festivities did not end there; the nine day initiative led to an increase of 6,660 fans on Facebook and achieved an overwhelming average reach of 23,032. This garnered a reach of 1.1 million in total across Facebook and Twitter.

Indus Pride beers achieved a huge boost in sales at the Irish House, Kala Ghoda outlet, with the weekly sales of Indus Pride enjoying a massive growth of 1133%.

The Spice Art initiative was the perfect convergence of experimental and digital marketing where social conversations added another dimension to the consumers’ experience at Kala Ghoda. The magnifying sales results prove that the campaign created a strategic, deep, and personal connection with consumers who are now brand loyalists.