Cameo Communications – PR & Social Media Agency in Dubai, UAE

Curry Castle is a homegrown cloud kitchen brand, showcasing traditional Indian recipes with a modern twist.

Though popular Indian dishes have long been enjoyed internationally, some particular dishes have been shaped to only appeal to Indians worldwide – such as heavily spiced curries. Curry Castle created a menu of Indian dishes that were altered to appeal to an international palette, with simple dishes from his childhood that were either mildly spicy or muted in general.

Cameo launched Curry Castle in the region, with a strategic communications plan that was targeted at shedding light on the key USP of the brand while targeting a mass audience.

We launched Curry Castle with a mass influencer campaign and press release, managing to secure coverage on The National, Caterer and Goodness magazine. 

We ideated and brought forward a new campaign platform, titled “Putting Auntie’s Recipes on The Map” to solidify Curry Castle’s key added value to the market and shed light on their unique, internationally appraised offering. We later brought the campaign platform to life, with an on-brand photoshoot and various assets that went live on Curry Castle’s Instagram page.

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We built an intercontinental community around the Curry Castle brand, activating influencers from different cultures to review and speak about the menu.