About The Project

Launched in 2018, “Meri Poushtik Rasoi” is a nationwide cooking contest designed to address malnutrition through the celebration of nutrition-rich native recipes from across India. Conceived in partnership with Idobro Impact Solution, the initiative aims to identify, document, and popularize traditional recipes rooted in local ingredients, indigenous knowledge, and region-specific dietary practices.

The program extends beyond a culinary competition; it serves as a platform to revive and mainstream India’s rich, wholesome food traditions as viable solutions to contemporary nutritional challenges. By bringing traditional diets into modern discourse, the initiative promotes healthier lifestyles while reinforcing the importance of locally sourced, culturally relevant nutrition.

Across three successful seasons, the contest attracted over 1,500 entries from participants spanning 114 cities, 23 states, and 3 union territories. This widespread participation underscores the initiative’s national resonance and the diversity of India’s culinary heritage.

Services Provided

Urban Innovation Lab (UIL) was appointed as the designated outreach and branding partner for the “Meri Poushtik Rasoi” cooking contest. The engagement focused on creating impactful visual communication assets that amplified the contest’s theme and strengthened its brand identity.

Concept Development & Visual Strategy

UIL conceptualized thematic design elements that aligned with the contest’s focus on nutrition-rich native cuisines. The visual language was crafted to reflect authenticity, health, and cultural diversity.

Design of Event Collaterals

UIL designed standees and stage backdrops to serve as the primary visual anchors of the event. More than 20 design options were developed for standees, each tailored to represent the contest’s ethos while maintaining strong visual appeal.

Brand Alignment & Identity Consistency

All collaterals were developed in strict adherence to the established brand color palette and visual guidelines. This ensured a cohesive and professional brand presence across physical and digital platforms.

Highlighting Culinary Experts

The standee designs prominently featured renowned chefs participating in the contest, adding credibility and prestige to the event while enhancing audience engagement.

Rapid Execution & Delivery

Despite the extensive design requirements, UIL successfully delivered multiple standee and backdrop options within a compressed timeline of just 7 days, demonstrating operational agility and creative efficiency.

Integrated Digital & On-Ground Branding

The designed assets were strategically leveraged for both physical event branding and digital outreach campaigns. The visual elements served as focal points for event photography and social media amplification, significantly enhancing the initiative’s visibility and public engagement.

Outcome

The engagement resulted in a cohesive and visually compelling brand presence that strengthened the contest’s outreach, improved stakeholder engagement, and elevated its overall impact across national audiences.