Following the Delhi government’s ban on coal- and firewood-fired tandoors in restaurants, hotels and eateries as part of its anti-pollution measures, TTK Prestige responded with a timely outdoor campaign in the capital.
The brand rolled out a contextual hoarding at a prime OOH location in Delhi, tapping into the public conversation sparked by the regulatory move across news and social media. The hoarding carried the line, “Since the nights aren’t gonna be tandoori anymore,” linking the policy update to changing food habits.
The execution highlighted Prestige’s Oven Toaster Griller (OTG) as an indoor alternative for preparing tandoori-style dishes at home. The campaign was timed to coincide with the brand’s New Year Bonanza offer in Delhi, aligning the message with a promotional push.
Commenting on the initiative, Anil Gurnani, Chief Marketing Officer, TTK Prestige, said, “We have always believed that meaningful brand conversations come from listening closely to what people are already talking about. The tandoori nights moment wasn’t about reacting to a regulation, but about understanding how food, culture and everyday habits intersect in our lives. By staying relevant and respectful of the context, we wanted to remind consumers that great food experiences can continue, just in newer, smarter ways.”
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