We collaborated with Tandoor Family Restaurant to create an engaging and visually captivating CGI video aimed at enhancing brand awareness for their signature Bucket Biryani. The concept was designed to evoke excitement, emphasize the scale of Tandoor’s biryani delivery, and creatively showcase the brand’s connection to Mangalore’s community.
Concept
The Bucket Biryani was transformed into a dynamic CGI character, symbolizing Tandoor’s brand identity and popularity. The animated character embarks on an exciting journey through the streets of Mangalore, seamlessly transitioning between real-world locations and mixed reality scenes. As the character moves through various landmarks, it interacts with people, showcasing the widespread appeal of Tandoor’s food offerings.
CGI Techniques and Execution
Character Design & Rigging:
The central focus of the video was the creation of the Bucket Biryani as a 3D character. Advanced CGI character design tools, including Autodesk Maya and Blender, were used to sculpt and animate the biryani bucket, giving it human-like features and movements. Rigging was carefully implemented to ensure smooth and lifelike movements, making the character relatable and fun.
The central focus of the video was the creation of the Bucket Biryani as a 3D character. Advanced CGI character design tools, including Autodesk Maya and Blender, were used to sculpt and animate the biryani bucket, giving it human-like features and movements. Rigging was carefully implemented to ensure smooth and lifelike movements, making the character relatable and fun.
Animation & Motion Tracking:
The animation process involved detailed keyframe animation and motion tracking, allowing the CGI character to interact with real-world environments in Mangalore. The character was shown traveling through iconic locations while blending with live-action footage, a process made possible using rotoscoping and match-moving techniques. This approach gave the impression that the Bucket Biryani was not just a digital entity but an integrated part of the Mangalore lifestyle.
The animation process involved detailed keyframe animation and motion tracking, allowing the CGI character to interact with real-world environments in Mangalore. The character was shown traveling through iconic locations while blending with live-action footage, a process made possible using rotoscoping and match-moving techniques. This approach gave the impression that the Bucket Biryani was not just a digital entity but an integrated part of the Mangalore lifestyle.
Mixed Reality Integration:
To further enhance the branding, mixed reality (MR) elements were introduced, where the CGI character seamlessly interacted with real people. The video showed the character moving through crowds, symbolizing how Tandoor’s Bucket Biryani is part of everyday life in Mangalore. The use of augmented reality (AR) techniques allowed for a visually striking representation of how Tandoor has become a household name.
To further enhance the branding, mixed reality (MR) elements were introduced, where the CGI character seamlessly interacted with real people. The video showed the character moving through crowds, symbolizing how Tandoor’s Bucket Biryani is part of everyday life in Mangalore. The use of augmented reality (AR) techniques allowed for a visually striking representation of how Tandoor has become a household name.
Visual Effects (VFX):
VFX played a crucial role in creating an immersive experience for the audience. By employing particle simulations and lighting effects, we made the scenes more realistic. For instance, when the CGI character passed through different areas of Mangalore, lighting adjustments were applied to match the real-world environment, making the integration appear seamless.
VFX played a crucial role in creating an immersive experience for the audience. By employing particle simulations and lighting effects, we made the scenes more realistic. For instance, when the CGI character passed through different areas of Mangalore, lighting adjustments were applied to match the real-world environment, making the integration appear seamless.
3D Tracking & Compositing:
The transition between live-action footage and CGI was made smooth using 3D camera tracking and compositing techniques. This ensured that the character remained grounded in the real-world environment while maintaining the focus on brand awareness. Tools like Nuke and Adobe After Effects were used to blend the CGI and real-world footage effectively.
The transition between live-action footage and CGI was made smooth using 3D camera tracking and compositing techniques. This ensured that the character remained grounded in the real-world environment while maintaining the focus on brand awareness. Tools like Nuke and Adobe After Effects were used to blend the CGI and real-world footage effectively.
Message Delivery
The video emphasized Tandoor’s achievement of delivering over 1L+ biryanis by showcasing this visually through the bucket biryani character’s journey. The narrative communicated how the brand has penetrated Mangalore’s culinary scene, focusing on key messages like quality, speed, and popularity. The video concluded with a powerful call-to-action, encouraging viewers to visit Tandoor Family Restaurant for a taste of their iconic Bucket Biryani.
Results
- Increased Brand Awareness:
The CGI video successfully raised awareness about Tandoor’s Bucket Biryani, helping the brand stand out in a competitive market. - Social Media Engagement:
The video garnered high engagement across social media platforms, with a significant increase in shares, likes, and comments. This boosted the organic reach of Tandoor Family Restaurant. - Boost in Orders:
Following the campaign, there was a noticeable uptick in orders for Bucket Biryani, confirming the effectiveness of the video in driving customer interest. -
Visual Impact:
The integration of CGI and mixed reality created a visually compelling story that resonated with the audience, making Tandoor Family Restaurant’s branding memorable.
Conclusion
The CGI video created by us for Tandoor Family Restaurant effectively combined innovative animation techniques with a strong narrative. The use of CGI, mixed reality, and motion tracking made the Bucket Biryani character come to life, enhancing brand visibility and solidifying Tandoor’s place in Mangalore’s food scene. This case study demonstrates the power of CGI and VFX in elevating brand stories, especially in the food industry.
Tools Used
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