Mainland China and Oh! Calcutta pick Digital Direction for digital duties

Digital Direction will handle the mandate for all the restaurant brands, including Mainland China, Sigree, Haka, Flame & Grill, Machaan, Kibbeh, Mostly Kababs, Just Biryani and Sweet Bengal.

Digital Direction, a strategic digital media service offering from Media Direction and a part of the RK Swamy Media Group, has acquired the digital account of Speciality Restaurants, which runs a chain of stand-alone fine dining restaurants.

It is learnt that no official pitch was called and the agency was given the mandate directly.

Speaking to afaqs!, Anjan Chatterjee, chairperson and managing director, Speciality Restaurants, says, "Unlike many others, we refrained from going to the market and picking an agency. I saw the presentation made by the agency, liked it instantly and thus handed over the duties to it."

This is the first time that Speciality Restaurants will enter into the space of digital marketing. Elaborating on the decision, Chatterjee adds that the entire world is saying that digital is the key to the future. "Keeping this in mind, we are trying digital marketing for the first time. Whether it is beneficial to us or not, we will only come to know after the campaigns are executed."

While Mainland China, with 30 outlets, is the flagship brand of the group, others include Oh! Calcutta, Sigree, Haka, Flame & Grill, Machaan, Kibbeh, Mostly Kababs, Just Biryani and Sweet Bengal, with 70 outlets across the country.

Apart from the recent win, Digital Direction's client roster includes the accounts of Siemens, Raymond, Pedigree and LIC, amongst other national clients.