The Objectives
A digital recipe contest in Tamil Nadu for RKG, designed to engage the audience and encourage unique recipe submissions using RKG Ghee.
The goal was to boost brand affinity and generate user-generated content (UGC) around RKG Ghee.
Strategy & Execution
Looped in Chef Damu as the contest Judge, adding credibility and appeal to the campaign
Chef YKU recreated the shortlisted recipes, which were featured on RKG’s official YouTube channel, RKG Ghee Stories
Partnered with Ananda Vikatan & Kodai FM for digital promotions
The Impact
900+ submissions and high audience engagement with UGC
Featured top 10 recipes on YouTube, driving traffic and brand engagement
Established RKG Ghee as a versatile product and strengthened its emotional connection with the local audience