A Social Media Marketing Case Study on Enhancing Online Presence for Sangam Chettinad Restaurant in Austin

Views achieved over a quarter 
 Increase in Reach of Content in 4 months 

CLIENT BRIEF

Sangam Chettinad Indian Cuisine is a restaurant located in Austin, Texas, specializing in authentic Chettinad cuisine from Tamil Nadu, India.

The restaurant aimed to enhance its digital presence to attract a dual audience: local Texans exploring Indian flavors and Indian expatriates seeking homely comfort food. The focus was on showcasing the rich heritage of Chettinad cuisine through visually appealing and engaging digital content​

DELIVERABLES

  • Developed a content strategy that celebrated Chettinad cuisine’s uniqueness, incorporating vibrant imagery of dishes and established a theme and a specific identity for the brand.

  • Promoted testimonials from customers and reviews that highlighted the authenticity and flavor consistency of the food.

  • Created and managed organic posts, reels, and stories highlighting the vibrant, delicious and vast menu. 

STRATEGY

Performance Marketing – Social Media Ads

  • Created targeted campaigns aimed at Indian communities in Austin and American communities exploring Indian cuisine in Austin using platforms like Facebook, and Instagram. 

  • Leveraged geo-targeting to focus on neighbourhoods with a significant Indian population and devised ad campaigns targeting food enthusiasts and Indian cuisine lovers in Austin.

  • Used location-based targeting to draw University Students in the area for lunch crowds and weekend family dinners.

  • Composed Festive Campaigns with special promotions during Indian festivals like Diwali and Pongal to connect culturally and attract walk-ins during celebrations.

Additional Services

Visual Identity: Developed a cohesive brand identity that reflects the rich heritage of Chettinad cuisine while appealing to a modern audience. This included defining brand colors, and selecting typography that evoked authenticity and sophistication.

Storytelling: Built brand narratives that highlighted the roots of Chettinad cuisine, positioning Sangam as a destination for both comfort and culinary exploration.

Cultural and Visual Appeal: Created a menu layout that combined vivid imagery of signature dishes with descriptions emphasizing authenticity and spice levels, catering to both Indian and foreign diners.

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