Songkran is Thailand’s most famous water festival and marks the beginning of the traditional Thai New Year. The name Songkran comes from a Sanskrit word meaning ‘passing’ or ‘approaching’. People in Thailand celebrate this festival by splashing water at each other.
Our challenge as Blowfish Digital was to come up with the idea of how we should celebrate this famous Thai water festival at the restaurant. We realised that in a country like India having water fights would be a waste of the resource.
So, for the first year we decided to turn the festival on its head and instead donate portable water to villages around Mumbai in collaboration with Swades, a non-profit organisation. We used the profits from a few of the dishes to raise profits so that our guests could also feel like they did their bit as well. By the end of the first year of the CSR campaign, we ended up raising 1.5 lakhs through this initiative.
In 2019 we celebrated the festival successfully for the second time in a row. This time proceeds from certain dishes as well as drinks from the menu along with a percentage of the delivery sales went towards providing drinking water and sanitation to schools.
Again in 2019, we carried out this initiative with the help of the Swades Foundation. The campaign was considered a success as we collected INR 1.5 Lakhs.
On our feed, we introduced the festival by creating a grid of posts with Songkran written across in graphics. Then we did a photoshoot in order to focus on the particular dishes & drinks that were a part of the proceeds.
The festival ran for a month in April 2019 and we got an overwhelming response for the same! We even got queries from different cities asking us to do a similar activity in their city.