FLAME University’s VrindaGothi and The Hungry Chashmish- the making of a food influencer
1. With 26,000+ followers on Instagram handle,would you call yourself a food influencer? When and why did you join the social media platform? Was a post on food your first piece on Instagram?
Food, for me, is something that has the power to turn a bad day into a good one. I believe I have acquired the passion and love for good food and a good bookfrom my parents. When I actually started enjoying analyzing food, this love for reading, writing, and eating made me create a food blogging account with my friendAbhishekDhawan. When we launched this page, our motive was to simply reach out to people who share a similar love for food.We wanted to share with them honest reviews about food that we actually love. The first post, I think,was ofLoaded Fries (Well, because Potatoes>Life!) from World Street Food, Mumbai.
2. How did you start gaining such momentum in your Instagram handle? When you started the handle, you may not have known it will get this successful.But, over time, did you adopt any particular strategy to get popular?
I feel good content is the key factor. Momentum cannot be achieved without good and honest content. I believe our objective (that ultimately turned into a strategy) was just to be regular, authentic, and candid with what we put up on the page. This strategy eventually helped us to gain a lot of traction.
3. How would you like to describe the page?What does the page do (as you see it)?
The page is about love for food of all kinds. It aims to take you on agastronomical journey and tells you about the places and food you should give a try. Since we are from Mumbai, it majorly educates about the new places and food to try out in the city. However, since the time I joined FLAME University, I have been working on making it Pune-centric as well. You will be able to see flashes of food from different cities around the globe as well.
4. You have a catchy name –The Hungry Chashmish –for the Instagramhandle. Did you consider any other name?
Well, this is a tough one:‘The Hungry Chashmish’was the first name that we thought of and went ahead with. But, if I remember correctly, ‘Hungry Monkeys’ was our second choice.
5. They say, effective Instagram people are those who can see stories through photographs. Do you click the pictures or take help from others?
Instagram is all about visual content. So videos and photos take the primary role in driving traffic to your page. Yes, we clicked all the pictures. However, we do take food photos from our friends and family when they have really good reviews about the dish. We also do features, though rarely.We try to feature a post by a follower or someone who has tagged us in their food photo.
6. Which is your most favourite post in your Instagramhandle? Why? What would you choose between waffles and sundae? What is yournever-going-to-say-no food dish?
There is this time-lapse video of mini pancakes that makes the viewer want to grab an instant bite. Coincidentally, this video was our most popular post.It got us over 35,000 impressions! Another one was this mini Cupcake from Le 15 Patisserie, which the dessert queen, PoojaDhingra,herself reposted!
It is tough to choose between wafflesand sundae. Can I say, some golden crispy waffles topped with a sundae? My never-going-to-say-no food dish has got to be ‘drum roll’ Sushi.
7. How did you feel when you first recorded 10,000 followers on Instagram?
It felt amazing: a testament to the fact that people were actually enjoying our content and showing appreciation. The biggest milestone, though, was when we reached 25,000 followers on Instagram and conducted a week-long giveaway. Witnessing this level of engagement and interest, we were on cloud nine!
8. What are your three observations regarding effective communication on Instagram that you would like to share with fellow Instagram influencers?
I would say: amazing visuals, creative content, andregular posting.
9. Have you shared content on Instagram from classroom sessions? Were you caught in the act? (Share with us the fun part. For instance, what was the excuse you gave on getting caught!)
Oh yes, I have done this! And, I end up doing it at least once a week. Fortunately, I haven’t been caught.But I have a feeling that it is going to happen after my teachers read this!
10. Do your parents knowor understand the impact you are trying to create through this social media handle? What do they have to say about it? Do they use Instagram? Also, who is your favourite follower on Instagram?
Like other parents, I think, they were not very sure about what I was doing and, therefore, its impact. It was one day that they were having a conversation with friends when, I believe, they could understand what I was doing. They are extremely proud and super involved in the blog. Whenever we are at the dinner table, they are the first ones to remind me to click pictures of the food. And their food and restaurant recommendations are a regular thing now.
I couldn’t possibly pick a favourite follower, because the page is what it is because of the 26,900-strong community.
11. What’s the plan with the Instagramhandle? Do you have a definite route-map in mind?
The plan is to eventually take the Instagram handle to a level where we have multiple deals with restaurateurs to promote their joints on a larger scale. This is happening currently as well.But, I believe, it can be taken up extensively once we have more than 50,000 followers.
12. Your favourite dish on campus? Do you find like-minded foodies around you? What is your suggestible or must-try list on campus?
My favourite dish in the canteen is undoubtedly Dal BatiandChurma. Apart from this,there is the Veg Puff andCheese Chilli Maggi at FLAME Café. I also love the Mushroom Chilly dish from Times Café. The Juice Press serves the best Cheese Chilli Toast and Oreo Shake.Fortunately, people around me share a similar taste in food. In fact, I get one of the best recommendations for food from them.
13. Were there those lazy, purposeless moments while running the page? For instance, moments when you thoughtthis is not going anywhere so let me just hit the Delete button and be done with it?
I would be lying if I said that we were always pumped up and focused. In the beginning,we used the page to simply express our love for food. Only after reaching a certain mark did we realize that it could be converted into a sizeable platform.From then on, we started engaging even more seriously.
14. What is the longest break you took from posting?What is the highest number of posts you did in a single day?
The longest break would be 5-6 days. The highest number of posts in a day is 2. We believe in posting regularly, but bombarding followers with multiple posts is something that can really hamper the engagement.We are conscious of this, and always try to strike a balance.