Hari Ghotra

Hari Ghotra

Using every ingredient to create an online cookery brand

The Hari Ghotra project is an exciting initiative we’re leveraging to demonstrate the power of our combined skills, experience and services in the digital marketing sector.

Launching an online brand:

So in May 2013, after a lot of hard work and delicious curries (all in the name of research) Hari Ghotra was launched online. A brand new style, new photography, and stunning videos were combined with colorful sections packed with inspirational content on how to cook her amazing recipes. Since then the team has continually worked with Hari to build her online presence, user base, and social following, and refine and improve every element of the site.

And as her status has grown, she has drawn attention to her distinctive brand from other successful companies. We are very proud to say she has recently moved into her new role as the Executive Chef of Tamarind Kitchen. We feel this is an amazing achievement and one we are extremely happy to be part of.

SEO, content strategy & brand development:

Through a solid content strategy, an inviting brand look and feel and effective search strategy, we created the number one destination for authentic Indian cooking online.

Building a warm, friendly and inviting brand was integral to succeeding online as we had to appeal to people who loved cooking Indian food, and to those who didn’t think they could do it.

Our research showed that more people are cooking than ever before, and a growing segment is doing this on their mobile, tablet and desktop devices in the kitchen. So we had to reach our market the way they wanted to be reached.

Website build & remarketing strategy:

Our aim was sharing knowledge, by creating a presence on the landscape and being recognized as an authentic Indian cook. We built our website optimized for SEO and remarketed to those people who had hit the site via display advertising showing another recipe.

We created engaging content which was outreached to where we knew our target audience would be and used this to drive people to the site.

For Hari’s site, it’s been all about creating a huge bank of engaging, high-quality content. The photography and video team spent hundreds of hours creating beautiful visual assets to complement the website, and to use for additional promotional activity.

Launching an online brand:

So in May 2013, after a lot of hard work and delicious curries (all in the name of research) Hari Ghotra was launched online. A brand new style, new photography, and stunning videos were combined with colorful sections packed with inspirational content on how to cook her amazing recipes. Since then the team has continually worked with Hari to build her online presence, user base, and social following, and refine and improve every element of the site.

And as her status has grown, she has drawn attention to her distinctive brand from other successful companies. We are very proud to say she has recently moved into her new role as the Executive Chef of Tamarind Kitchen. We feel this is an amazing achievement and one we are extremely happy to be part of.

By bringing together all our experience, all our divisions, departments and creativity, we wanted to produce, establish and grow a new online brand. We wanted to build up the eCommerce angle and eventually create a new digital celebrity in Hari herself.

SEO, content strategy & brand development:

Through a solid content strategy, an inviting brand look and feel and effective search strategy, we created the number one destination for authentic Indian cooking online.

Building a warm, friendly and inviting brand was integral to succeeding online as we had to appeal to people who loved cooking Indian food, and to those who didn’t think they could do it.

Our research showed that more people are cooking than ever before, and a growing segment is doing this on their mobile, tablet and desktop devices in the kitchen. So we had to reach our market the way they wanted to be reached.

Plus, the brand identity, tone of voice and associated assets needed to complement Hari’s personality and show off her professionalism and expertise. So we created Brand Guidelines and Brand Tone of Voice to help define and explain who Hari was, what she stood for and how we were to communicate her brand.

Not everyone cooks authentic Indian food. Not everyone thinks they could even begin to try, so we made sure we connected with all our culinary demographics without talking up or down to anyone. So building a user-friendly, fully responsive website was crucial and we had to make it flexible enough to allow regular content updates as the site grew.

Website build & remarketing strategy:

Our aim was sharing knowledge, by creating a presence on the landscape and being recognized as an authentic Indian cook. We built our website optimized for SEO and remarketed to those people who had hit the site via display advertising showing another recipe.

We created engaging content which was outreached to where we knew our target audience would be and used this to drive people to the site.

For Hari’s site, it’s been all about creating a huge bank of engaging, high-quality content. The photography and video team spent hundreds of hours creating beautiful visual assets to complement the website, and to use for additional promotional activity.

From a novice presenter who’d never been in front of a camera to a star who now oozes effortless personality and charm, Hari has come on quite a journey. (And she’s gone from making a Mango Chutney to learning the rules with Surrey Fire and Rescue!)

The key to understanding and connecting with our audience through SEO and Social was to build out accurate personas to reflect Hari’s market. We then created a calendar to ensure regular, targeted output and specific content themes. When it came to the content strategy itself, the team focused on how we could present Hari taking a twist on traditional Indian cooking, such as how to create an amazing Cockle Curry…!

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