Mharokhet
Client Background:
MharoKhet is an enchanting experiential farm located in the outskirts of Jodhpur, cultivating a diverse range of exotic and native herbs, fruits, and vegetables in a completely natural and chemical-free environment. With over 80 varieties of nutritious crops, it is primarily managed by women residing within a 5 km radius of the farm. MharoKhet offers a unique farm experience to visitors, including farm tours, culinary trails featuring plant-forward seven-course meals, private dining experiences beneath the lush canopy of trees, and the charm of a two-decade-old guava orchard. The farm operates from October to March, coinciding with the peak season for exotic produce, and offers pre-booked private and group experiences with various farm-based activities.
Objective:
The objective was to showcase the diverse and authentic experiences offered by MharoKhet to a broader audience, particularly targeting senior food writers and influential social media personalities. The aim was to create a buzz and generate positive coverage in both traditional and digital media.
Public Relations Strategy:
To achieve this, Wishbox Studio strategically organized familiarization trips (Fam trips) to Jodhpur for a select group of senior food writers and prominent social media influencers. These trips not only involved multiple visits to MharoKhet but also facilitated interactions with the local community, allowing participants to experience the farm and its surroundings in their most genuine form. The carefully curated Fam trips ensured the participation of well-known journalists such as Satarupa Paul, Pallavi Pasricha, Ayandrali Dutta, Nivedita Jayaram, Navneet Mehndirata, Mallika Bhagat, among others, as well as acclaimed social media influencers like Sameer Bawa and Sneha Arora.
Results Achieved:
The Fam trips successfully brought MharoKhet’s unique farm experiences into the limelight. Participants, including senior food writers and influential social media figures, got firsthand exposure to the farm’s authenticity and the warmth of the local community. This resulted in extensive coverage and positive mentions in both traditional and digital media channels, significantly enhancing MharoKhet’s visibility and reputation. The farm’s offerings, including its diverse crops and immersive experiences, received recognition and appreciation from the attendees, contributing to increased interest and engagement from a wider audience.
Conclusion:
The Fam trips proved to be a highly effective public relations strategy. It not only brought the farm’s rich experiences to the forefront but also garnered the attention of influential journalists and social media influencers. This strategic approach not only showcased MharoKhet’s authenticity but also contributed to its growing reputation and appeal among a diverse range of visitors and potential patrons.
