Drunken Monkey - One of the fastest-growing Smoothie Chains in India

Making drinking fresh fruit smoothies the new normal

Context

Drunken Monkey is one of India’s fastest growing smoothie bars where the drinks are devoid of sugar and preservatives. Samrat Reddy, Founder at Drunken Monkey had conceptualized it with a vision to popularise healthy eating habits and to make smoothie bars a popular concept in India.

Communication’s narrative

Our mission was to share the pure goodness of fresh fruit smoothies and position Drunken Monkey as the solution and alternative to the plethora of junk that is available in the market. We also worked towards presenting Mr. Samrat Reddy as a fitness enthusiast who is on a mission to make healthy eating interesting by offering multiple options to the customer.

Our strategy

Hospitality is a highly competitive and saturated category. The idea was to position it as an essential brand for everyday indulgence. Our multi-dimensional PR program concentrated on building mass brand awareness and in highlighting the personality of the founder.

Communications Strategy

Our core strategy was to introduce the brand and innovate in our strategy by getting it featured at the appropriate mediums. The strategy had to amalgamate the business and lifestyle genre. Wishbox Studio facilitated one on one interactions of the spokesperson with the lifestyle and corporate journalists.

The “Solution”

Wishbox Studio activated national media, blogger and influencer relations. We collaborated with prominent food and lifestyle influencers all across India to create engaging social media content familiarising the consumers with the products. We engaged the leading food, parenting and lifestyle publications by sharing easy-to-create recipes using fruits and nuts. We also helped the brand collaborate with the leading events which are frequented by youth like Get Pepped, Influencer Con 2019 where they were the “Refreshment Partners” in lieu of branding on social media and on the site. The ultimate goal was to build smoothies, a lifestyle choice and an alternative to the caffeine. On the other hand, stories highlighting Mr. Samrat Reddy’s fitness schedule and interests were shared to motivate the end reader to lead a healthy life.

Outcome

The PR campaign generated outstanding results, surpassing targets and exceeding all measurable objectives. Having four years of presence in India, Drunken Monkey had attracted the attention of more than 200 influencers. The brand continues to attract its customers by introducing variations in healthy smoothies and also plans to come up with smoothies having a higher shelf life which can be distributed at the supermarkets in India. The brand was well covered by The Economic Times, Mint, YourStory, Mid-Day, The Hindu etc.