ITC WelcomGroup ‘Dum Pukht’ direct mail case study

Dum Pukht, a specialty restaurant at ITC Maurya, New Delhi was keen to announce its reopening and the fact that it had been transformed to match the legendary ‘Dum’ cuisine of Awadhi Nawabs.

Inspiration came with the idea to add a sensory experience to a 400 year old culinary tradition via direct mail.

Dum cuisine is all about slow cooking, at an unhurried pace, with the dishes arriving from the wood fires to the table. Therein lay the idea – the fires had never gone out but carefully stoked for the reopening.

The experience was recreated by the direct mailer - a copper handi covered by a veil of muslin, with the brochure on a bed of spices inside. Each page revealed jewel-like cut work of the different elements found in the new interior.

Alongside, under an intricately cut jaali were hand blown glass bottles, containing exotic spices that infuse this royal cuisine

The direct mailer was sent to existing patrons and opinion makers.

The results? Over 90% of the 400 targeted made reservations during the first week of its opening.