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Gourmet Passport by Dineout launches ‘The Pursuit of Great Taste’ campaign

Conceptualised by Daiko FHO, the campaign will be rolled out across digital, cinema, radio, social media platforms via both Dineout & Gourmet Passport

e4m by exchange4media Staff
Updated: Sep 27, 2019 6:04 PM
Gourmet Passport Dineout

Gourmet Passport - a premium membership program of dining out & restaurant tech solutions company Dineout, announced the launch of its integrated digital video campaign that focuses on bringing alive the idea of ‘The Pursuit of Great Taste’. The launch campaign has at its core, the brand’s great promise of offering fine dining experiences to true gourmet lovers.

The two episodes series revolve around people who have found themselves empowered by their love for gourmet food, establishing that food knows no stereotypes. Be it gender, cultural background or age, no barrier is big enough to stop an individual from being a lover of everything fine! The films break two of the most dominant stereotypes in the world of luxury dining - that women only drink vodka and wine, and that our appearances determine our food choices.

The highlight of the films are the talented Bollywood stars Manjot Singh (Fukrey fame) and Amrita Puri (Aisha fame) who through these ads showcase the various social and cultural stereotypes that surround fine dining experiences.

The scene opens with the man on a date with his girlfriend (Amrita Puri) at a fine restaurant. Man on his show off spree orders one of the typical drinks for himself and assumes the same for his girlfriend. But the girl astounds him with her intricate order and subtly breaks the stereotypes and man’s cliché of a woman not knowing about fine dining and beverages.

Sharing his thoughts on the digital campaign, Ankit Mehrotra, Co-founder & CEO, Dineout said, “With Gourmet Passport on board, we wish to expand our reach to include gourmet lovers who are always on the lookout for their next gastronomical adventure. The ad films are an attempt at building a connection with our audiences and to leave them with a chuckle while we call for gourmet connoisseurs to unite within their pursuit of great taste! ”

Commenting on the launch of the campaign, Rocky Mohan, Founder of Gourmet Passport said, “We are very happy to launch our first digital campaign that expresses the Gourmet Passport’s core value of uniting food lovers with the best talent in the industry. We look forward to the campaign connecting with our members & potential users.”

Conceptualised by Daiko FHO, the campaign aims to establish the essence of Gourmet Passport amongst consumers who are looking at elevating themselves to premium dining experiences.

Adding to this, Rajesh Aggrawal, CEO at Daiko FHO said, “'In a market filled with players stuck in a 'discounts & offers' loop, Gourmet Passport stands apart with its unique experiential offering. The idea was to bring to life this philosophy by creating engaging stories using people with evolved tastes as protagonists. People from different walks of life who inspire everyone to join our PURSUIT OF GREAT TASTE.”

A multi-platform campaign will be rolled across platforms - digital, cinema, radio, social media via both Dineout & Gourmet Passport. Gourmet Passport by Dineout has partnered with over 2000+ luxury dining restaurants and bars across 5-star hotels, premium standalone outlets & chains.

The product is already available in Delhi NCR, Mumbai, Bengaluru, Hyderabad, Pune, Ahmedabad, Kolkata, Chennai, Chandigarh and Jaipur in India.

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