About The Project

“Meri Poushtik Rasoi”, launched in 2018, is a nationwide cooking contest designed to address malnutrition in India through the revival and celebration of traditional, nutrient-rich recipes. The initiative, implemented in partnership with Idobro Impact Solution, sought to identify, document, and promote indigenous culinary practices that hold significant nutritional value.

The contest aimed to leverage locally available ingredients, traditional knowledge systems, and culturally rooted cooking techniques to promote sustainable and community-driven nutritional solutions.

Objectives and Aims

The primary objective was to spotlight traditional food practices that are nutritious, culturally relevant, and locally adaptable. Beyond competition, the initiative functioned as a movement to revive interest in indigenous cooking methods and ingredients—many of which are highly effective in combating nutritional deficiencies.

Extensive Reach and Participation

Across three seasons, the contest received over 1,500 entries from participants across 114 cities, 23 states, and 3 union territories. This broad participation highlighted India’s rich culinary diversity and underscored the nationwide relevance of traditional nutrition practices.

Collaboration with Idobro for Execution

Idobro Impact Solution played a critical operational role by identifying chefs, nutritionists, and culinary experts across India. Their involvement ensured that entries were evaluated not only for taste and creativity but also for nutritional value and community applicability.

Marketing and Outreach Campaign

A structured marketing and outreach strategy was implemented to maximize visibility and attract diverse participants. Digital marketing efforts were complemented by targeted personal outreach. An external agency was engaged to craft compelling narratives and leverage multiple communication channels to ensure national-level engagement.

Services Provided

As the designated marketing agency for the “Meri Poushtik Rasoi” contest, Urban Innovation Lab (UIL) implemented a comprehensive digital marketing strategy leveraging email campaigns, LinkedIn outreach, and Facebook engagement. Within just 10 days, these efforts generated over 100 entries from across India.

Email Marketing Campaign

1. Targeted Email Blasts: Crafted and distributed targeted emails to chefs, nutritionists, food bloggers, and culinary enthusiasts nationwide, highlighting the contest’s objectives and national significance.
2. Regular Updates and Reminders: Shared consistent updates on submission guidelines, deadlines, and inspiring participant stories to maintain engagement momentum.
3. Personalized Influencer Outreach: Sent customized invitations to key culinary influencers to participate or amplify the contest within their networks.

LinkedIn Marketing Campaign

1. Professional Networking Outreach: Engaged chefs, dietitians, and food industry professionals through strategic posts emphasizing nutrition, heritage, and health outcomes.
2. Engaging Content Strategy: Shared testimonials, recipe highlights, and nutritional insights tailored to a professional audience.
3. Collaborations and Partnerships: Leveraged LinkedIn groups, culinary institutes, and nutrition forums to broaden institutional outreach.

Facebook Marketing Campaign

1. Community Engagement: Created visually engaging posts featuring traditional recipes, cooking tips, and interactive prompts encouraging participation.
2. Targeted Facebook Advertisements: Deployed optimized ads aimed at diverse demographics across India to maximize reach and conversion.
3. User-Generated Content Amplification: Encouraged participants to share submissions on personal networks, creating organic outreach and viral engagement.

Result and Impact

The integrated digital marketing approach led to over 100 contest entries within 10 days, demonstrating the effectiveness of UIL’s strategic outreach and targeted engagement methods. The initiative successfully amplified awareness around traditional nutrition practices while celebrating India’s culinary diversity at a national scale.