JW Marriott Mumbai Sahar partnered with MindShift Interactive in order to discover the lost flavors from the Konkan coast through #JWSaharGoesKonkan. The aim of the campaign was to discover the lost flavors and delicacies from the Konkan coast. A digital story was created with a trip to the Konkan coasts with Chefs, bloggers and the MindShift team, exploring new experiences. With live engagements across Twitter, Instagram and Facebook capturing the unique regional flavors of Kokanastha Brahmin cuisine and building excitement through all, we explored videos, boomerang's and interesting influencer-curated content, through #JWSaharGoesKonkan. The end result was evident with bloggers and guests alike coming to JW Cafe to experience the goodness of the cuisine.

1. #JWSaharGoesKonkan
14th
April – 15th
May 2016

2. ObjectiveObjective
• To explore the Konkan region with the Chefs’
team, food bloggers and bring back their kitchen
secrets to JW Café
• To share with our guests the unique regional
flavors of Kokanastha Brahmin cuisine at JW
Café

3. Overall Campaign OutreachOverall Campaign Outreach

4. Campaign LayoutCampaign Layout

5. PHASE 1PHASE 1
JW Marriott Sahar along with 3
food bloggers took a 2 day trip to
the little unexplored Konkan coast
of Maharashtra - cooking, eating
and staying with the Kokanastha
Brahmin community.

6. #JWSaharGoesKonkan Live Coverage
Through the Konkan region
#JWSaharGoesKonkan Live Coverage
Through the Konkan region
Total Posts: 6
Interactions:
997
Outreach:
39,217

7. #JWSaharGoesKonkan Live Coverage
Through the Konkan region
#JWSaharGoesKonkan Live Coverage
Through the Konkan region

8. Total Posts: 31
Interactions: 439
Outreach: 7,347
#JWSaharGoesKonkan Live Coverage
Through the Konkan region
#JWSaharGoesKonkan Live Coverage
Through the Konkan region

9. #JWSaharGoesKonkan Live Coverage
Through the Konkan region
#JWSaharGoesKonkan Live Coverage
Through the Konkan region

10. #JWSaharGoesKonkan Live Coverage
Through the Konkan region
#JWSaharGoesKonkan Live Coverage
Through the Konkan region

11. Total Posts: 9
Interactions: 2,975
Outreach: 11,12,400
#JWSaharGoesKonkan Live Coverage
Through the Konkan region
#JWSaharGoesKonkan Live Coverage
Through the Konkan region

12. #JWSaharGoesKonkan Live Coverage
Through the Konkan region
#JWSaharGoesKonkan Live Coverage
Through the Konkan region

13. The Bloggers who came with usThe Bloggers who came with us
She is curious about food &
believes that there’s a story behind
every dish. She loves to find out
and write about the cuisines from
different regions & communities of
India. Presently, she is working as a
Features Editor with Burrp and
finding new & exciting places to eat
at in Mumbai. She blogs at
www.foodchants.com

14. She always loved experimenting, trying
out dishes & ingredients & make a
fusion of dishes or cuisines & that's how
‘A Perfect Fusion’ came to life. She also
recently finished Diploma courses in
both Culinary & Bakery from IHM,
Mumbai. She blogs at
www.aperfectfusion.blogspot.in
The Bloggers who came with usThe Bloggers who came with us

15. Her love for food started when she
started living in other cities & travelling
to even more cities, she came across
new flavours and ingredients. She loves
to cook simple food with bold flavors,
occasionally experiments with baking &
a huge fan of that newfangled school of
cooking called Molecular Gastronomy.
She blogs at www.bombayfoodie.com
The Bloggers who came with usThe Bloggers who came with us

16. Blogger Facebook PostsBlogger Facebook Posts

17. Blogger TweetsBlogger Tweets

18. Blogger Instagram PostsBlogger Instagram Posts

19. PHASE 2PHASE 2
Post the trip to the Konkan coast, a week long food festival
celebrating the Kokanastha Brahim cuisine was hosted at JW Café

20. Throwback to the Konkan tripThrowback to the Konkan trip
Total Posts:
11
Interactions:
39880
Outreach:
945

21. Videos from the tripVideos from the trip
The first video
covering the entire
journey got almost
5,000 views on
Facebook

22. The second video
explored the finer
details of the visit to
Diveagar garnered over
5,500 views on
Facebook
Videos from the tripVideos from the trip

23. #‎JWSaharGoesKonkan Trip Posts#‎JWSaharGoesKonkan Trip Posts

24. #‎JWSaharGoesKonkan Event Page#‎JWSaharGoesKonkan Event Page

25. #‎JWSaharGoesKonkan Promotion Posts#‎JWSaharGoesKonkan Promotion Posts

26. #‎JWSaharGoesKonkan Offline Integration#‎JWSaharGoesKonkan Offline Integration
Guests were encouraged to tweet and post updates on Instagram and Facebook through
offline posters

27. PHASE 3PHASE 3
Live Twitter Chat with our
Executive Chef Vishal Atreya

28. #‎JWSaharGoesKonkan Promotion Posts#‎JWSaharGoesKonkan Promotion Posts
Total Reach: 455

29. Participant Tweets
Twitterati shared questions about Kokanastha Brahim cuisine
Participant Tweets
Twitterati shared questions about Kokanastha Brahim cuisine

30. Brand Tweets
Executive ChefVishal Atreya took over our Twitter handle and
addressed all the queries in real time
Brand Tweets
Executive ChefVishal Atreya took over our Twitter handle and
addressed all the queries in real time

31. The activity witnessed its highest activity on May 5
Twitter Activity AnalysisTwitter Activity Analysis

32. Interaction DistributionInteraction Distribution

33. Top ContributorsTop Contributors

34. Buzz WordsBuzz Words

35. Thank YouThank You
www.mindshiftinteractive.com