Nando’s celebrates with Hindu customersOctober 27th, 2011 by Andrew Moth | Categories: food, industry, products, restaurants, tourism
Nando’s is celebrating Diwali with its Hindu customers this year through the creation of a unique Rangoli.
Produced by Nando’s as an E-Card that can be sent out to friends and family during the annual “festival of lights”, the Nando’s Diwali Rangoli is true to the tradition of this ancient Indian folk art.
Behind the creative execution of the Rangoli were Black River FC creative director Suhana Gordhan and the agency’s designer Marli Heunis. Food stylist Natalie Bell, artist Rossana Pancaldi and art buyer Natalie de Souza were also part of the team.
“Instead of Nando’s just sending out a token ‘Happy Diwali’ message, this idea allowed the brand to have a more intimate and authentic involvement in a very special Diwali tradition,” Gordhan said.
Again in keeping with the Rangoli tradition – which uses a variety of substances to create the artworks that are said to welcome sacred deities and bring good luck – Nando’s looked to foodstuffs to create its Rangoli. Tumeric, chillipowder, chillies, rice and dhall were all used to make the final artwork.
The Nando’s Diwali Rangoli E-Card is a way to celebrate Diwali for both Hindus and those who want to share in this festival with their friends or colleagues. It is supported by a broader campaign of posters in Nando’s restaurants and print adverts.
Nando’s campaign comes after the QSR chain created a series of illustrations for Ramadaan, centered on its core values of love, patience, forgiveness, sharing and sacrifice.
Says Sepanta Bagherpour, Nando’s South Africa marketing manager: “With our Diwali Rangoli and our Ramadaan illustrations we are celebrating the amazing diversity of our customers and those festivals and holidays that are important to them by sharing them with all South Africans – in a way that is also creating some very special works of art.”