MAM
Now ‘No Drama, Only Khaana’ at restaurants with Dineout
MUMBAI: Dineout, India’s largest dining out and restaurant tech solutions company has launched a 360 campaign rolled out across 20 cities in India to promote their 5th edition of Great Indian Restaurant Festival (GIRF) starting from 31st January to 1st March. Driven from a simple insight of diners often using various influences, dramas or excuses such as knowing the owner or saying it’s their birthday to seek discounts at restaurants. Dineout wants their diners to experience the #JoyOfDiningOut with “No Drama Only Khaana” thanks to the biggest discounts on GIRF.
In their digital film, Dineout takes a playful dig at social behaviors by storytelling through the lens of a restaurant waiter who entertains customers doing drama for discounts on a regular basis. This film features celebrities and social influencers like Atul Srivastava, Sahil Anand, Kusha Kapila and Ankush Bahuguna. Developed by Dineout’s in-house team and executed by their agencies Animal and Cellar Door, the film showcases a series of real-life incidents – social media influencer using her Instagram profile, a young man bragging his friendship with the owner and a jolly old man over dramatically using senior citizenship as a means to get a better deal on the bill. The full brand film can be watched here:
Taking cues from digital trends, Dineout used popular meme formats in traditional mainline media like Newspaper ads, OOH, Airport branding, Corporate branding, Metros & more, using the same celebrities and social influencers from their digital film, thereby creating consistency, recall and consideration in a first of its kind format.
Dineout in their pre buzz phase also coined a new age millennial term – #JODO similar to YOLO and FOMO which received some curious conversations:
Do you guys know what this is? I want to know about which is trending.WhatIsJODO? Please tell, is this GIRF? Anyone have an idea seeing #WhatIsJODO everywhere?
— Sachin 💞 (@Sachinn___) January 17, 2020
What's new in this trend can someone explain it to me 🤤🤤#WhatIsJODO https://t.co/fCpC0YYJMH
— melon 🎮 (@melondoesgaming) January 17, 2020
To which Dineout which later revealed as Joy Of Dining Out, and is now a part of Urban Dictionary:
https://twitter.com/dineout_india/status/1218461859289817088?s=20
Mr. Ankit Mehrotra, CEO & co-founder of Dineout comments, “Dineout has always been the custodian of value for money for its customers and restaurant partners. To further build on to this legacy and position ourselves, we simply said it out loud – With Dineout, experience the #JoyOfDiningOut with no drama, only khaana! With every edition of GIRF, we continue to put together a joint force of best deals from Sales, user experience from Product and experiment with newer formats from Marketing.”
Founder and Creative Director at Animal – Kunel Gaur added, ‘This is such an incredible offer that we always knew we had space to do something cheeky—who doesn’t love half their bill off? It's an age-old desi tradition to pull our weight to snag a good deal, so this device of using everyday characters doing these tired things to get a simple discount became a fun, relatable device.’
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
