RK Group - #WeDreamWeDo

The RK Group traces it roots back to Durg Railway Station, Chhattisgarh, when a humble tea stall was set up back in 1964. From there, they became pioneers in Indian Railway Catering. RK Group has spent 60+ years quietly turning dreams into milestones. As they approached their 60-year milestone, they reached out to a digital partner to make this milestone in their journey impactful. There was also a 45-day timeline. The Ants team took a deep dive into the history of the company - uncovering insights, photos and human stories. We interviewed three generations of the Agrawal family to understand the drive and commitment they had for the company. We understood that RK Group needed visibility that matched its legacy. That became the starting point for #WeDreamWeDo.

“We Dream. We Do.” That was the essence of these businessmen who remained committed to serving their country for almost 60 years. We had the basis of the campaign; now we needed the platform to announce it to the world. We began by taking control of the key brand assets: Social media platforms Website, Now a multi-team campaign execution had begun. First, we did a complete clean-up of all their social media handles and created a black canvas for ourselves. We began our posts with teasers around the “60” design element. Our technology department, meanwhile, started work on a brand new Laravel-based website. At the same time, our video production team took videos of their kitchens and interviewed their leadership. That was not all, the graphic designers were busy at work creating a new logo and a new visual identity.