Cooking Up Success: A recipe for media growth - Astrix X Avinash Patnaik

Summary: Astrix partnered with Avinash Patnaik, MasterChef India Season 7 finalist, to enhance his brand through a unique collaboration that combined his culinary artistry with innovative strategies. The partnership focused on Personalized Content Strategy, Exclusive Product Launch, Social Media Growth, and Seamless Logistics, creating a meaningful connection with audiences and transforming Avinash’s talent into a scalable brand that celebrates Odisha's cultural heritage.

Key stats:

●       Pre-Order Period - 27 Days

●      Production to Dispatch Timeline - 13 Days

●      Average Delivery Timeline (All India)* - 3 Days

●      Average Delivery Timeline (National)* - 4 Days

●      Average Delivery Timeline (Regional)* - 2 Days

●      Average Delivery Timeline (Local)* - 1 Day

●      Average Order Value - 1220 Rupees

●      Average Order Quantity - 2.6 Units

●      Sold Out Timeline - 74 Days

●      Return to Origin - 0% with AI-enabled smart courier routing and logistics.

●      Follower Growth - 43%

●      Content Engagement Rate - 7-10%

* Excludes gift shipments.

How do you elevate a personality already well known for their unique skills and creativity?  Avinash Patnaik, a Top 12 finalist in MasterChef India Season 7, needed more than just recognition in his fields; he needed a clear, focused strategy to amplify his presence in the competitive, fast-paced PR world. At Astrix, we knew there was untapped potential in Avinash’s brand. He wasn’t just a "celebrity chef" or "artist", he was a cultural phenomenon, and we needed to position him as such. We crafted a comprehensive strategy to elevate Avinash’s brand, focusing on personalized content creation, customized content strategy, and an exclusive product launch. Here’s what we did -

We developed a personalized content strategy highlighting his culinary expertise and artistic skills. We focused on making engaging reels featuring local Odia recipes and authentic, indigenous ingredients in everyday cooking.

Along with content creation, we facilitated the launch of an exclusive collection of handmade bookmarks, calendars, notebooks, and hampers that celebrated Odisha’s heritage. These products were infused with Avinash’s artistic touch, offering customers a unique piece of Odisha to bring into their homes.

During our partnership, Avinash’s social media following grew by an impressive 43%, increasing from 28,000 to 40,000 followers. But it wasn’t just about the numbers, his followers weren’t just liking pictures; they were interacting with the content! With engagement rates consistently hitting between 7% and 10%, we were well above the usual 3-5% seen in the industry. The reels were created to share stories and highlight the rich culture of Odia cuisine, helping Avinash connect with his audience on a deeper level. As a result, engagement increased, and his followers interacted more meaningfully with his content.

These strategies weren’t just short-lived successes; they became the blueprint for his ongoing content. The format we introduced continues to deliver results. Because some things are better left unchanged (like your grandma’s secret recipe)

The product launch was also a huge success. In the 27-day pre-order period, customers spent an average of ₹1,220 per order, purchasing an average of 2.6 units. Within just 74 days, we sold out the entire product inventory!

If there’s one thing that can ruin a great product, it’s poor logistics. So, to make sure the product launch ran smoothly, we managed logistics and e-commerce as well, using smart AI-powered courier systems for quick deliveries (why? Because we are perfectionists)

As a result, all-India deliveries reached customers in an average of 3 days, national orders in 4 days, and regional deliveries in just 2 days. Local deliveries were completed within 1 day, ensuring a smooth experience and high customer satisfaction throughout the campaign.

This planning led to timely deliveries, a 0% return-to-origin rate, and high customer satisfaction.

As a result, Avinash’s brand is set for ongoing success, showing that with the right strategy, good connections, and smooth execution, a talented individual can turn into a true media sensation.

Bon appétit!