Assignment 1 Introduction to Digital Media by

Initial Thoughts

kumgy010 — 2023-03-01 02:11:34 UTC

As soon as I learned the details about this task, I felt really confident and excited. I have worked with businesses in the past to promote their products and services online, using digital media like photos and videos. I have fond memories of one of my best shoots for a bakery that I did back in 2020, https://garvit.myportfolio.com/food-photography.

My initial ideas are about promoting small businesses that have little to no online presence. Specifically, I thought of promoting restaurants, local grocery shops, and food trucks - businesses that have a nice story attached to it.

To find businesses that might be interested, I have posted on a couple of Facebook groups asking if anyone is looking for a short and cool video for free. I have some energetic and impactful shots in mind.

09 March, 2023
I have got in touch with an Indian Restaurant whose owner's story is really amazing. It's an inspiration for every immigrant.

Established in 1999
Multi-award winner Indian restaurant in Adelaide named Laxmis
Best Tandoori Indian Restaurant in Adelaide
Offers a menu rich in authentic Indian flavours
Range of interesting Chef's specials available
Outstanding, authentic, creative Indian Cuisine
Each dish asserts its unique flavour without excessive use of oils
Nutritional value of the ingredients retained
Winner of The Best Indian Restaurant Award in South Australia for year 2022
Award given by Restaurant and Catering Association

80 Possible Ideas

kumgy010 — 2023-03-04 09:45:48 UTC

1. Challenges faced by Indian International students in Australia
2. Mc Aloo Tikki Burger (it's a veggie Indian style burger that I miss a lot here.)
3. The Viral Potato - Send messages to your loved one's written on a potato
4. A Projector that can bring anyone in front of you from any part of the world
5. A phone that is embedded into our mind.
6. A website that with AI gives out content ideas to make for youtubers.
7. A website that with help of AI can manage digital presence of small businesses.
8. UV charger - A charger that absorbs UV rays and converts it into electric charge
9. An app through which we can book people to talk if you feel lonely.
10. Earphones that can be embedded permanently in ears - 0.01g weight, 100 years of battery life and surround sound.
11. A chair with electric shocks that makes you stand after every 40 mins for 20 mins.
12. A podcast where the host calls most underrated people.
13. A buffet restaurant for students at affordable cost.
14. A smart fire alarm with camera that doesn't makes false alarms.
15. A light which adjusts color and brightness according to the mood of the people in the room by analysing it through their speech.
16. An app for avgeeks which gives latest aviation news when phone is unlocked.
17. An app which let's you think for 6 seconds before opening instagram.
18. Shoes that can act as a weighing scale if the wearer holds anything.
19. An app that's more artist centric Linkedin.
20. A spray that can make any piece of wood fire proof.
21. Science of Soul organization - talks about finding inner self using meditation.
22. A machine that can make a particular cuisine.
23. A wallet in coordination with adelaide metro
24. An app which shows restaurant’s to pickup takeaway on bus routes
25. An app which consolidates data from all over the Internet to give cheapest meal discounts for students
26. Social media - new drug
27. Tiktok or smoking?
28. App which consolidates rental listings from Facebook and all other trusted website and provide at one place
29. A platform where lonely people can catchup
30. Anti-phone radiation smart undergarments
31. A multi currency credit card that converts forex at time of payment.
32. A credit card against anything like a bicycle, fan table chair just like cash converters.
33. A speaker which creates a sound proof shield around itself and the room where listener is.
34. An app which using camera comapares price online vs. offline.
35. A food delivery app which gets authentic food of that place right from there. example NewYork Pizza from NewYork.
36. A customized QR code t-shirt which if scanned can give all the details of the person. Of course which he/she wants to.
37. A network provider sim which can connect to any network with a single sim.
38. A clothing brand promoting minimalism.
39. A market in Adelaide, which has a similar setting to indian street food market.
40. An app which can lock the device until the walking goal is not completed.
41. Memeshirts - a brand which sells popular tshirts with popular meme graphics.
42. A brand which sells quirky office supplies like a shark stapler.
43. A sneaker brand where one can start from a white pair of shoes and design on their own.
44. Variable deodorant, smells different every day.
45. A wallet that prevents overspending by locking the cards in it.
46. A laptop that has 3 screens for multi-tasking and productivity.
47. A monitor that can be converted into a projector
48. A car park that automatically parks your car if you enter
49. A portable ac that plays with neurons and makes feel cool even in hot summers
50. A car park that automatically parks your car if you enter
51. A portable ac that plays with neurons and makes you feel good even in hot summers
52. An tire that never requires inflation
53. A juice that gives the same high as wine
54. A dating app that tells the relationship status of people in 10m to 200m proximity
55. A student rental accommodation provider like air bnb

56. A bin that automatically goes to the driveway when there is a collection day and comes back the next noon
57. A route planner that takes data and plans a route in a certain way so that there’s no red light along the way
58. A message "god is one"
59. Stop drinking sugary soft drinks.
60. Alcohol is injurious to health
61. Don't do drugs and drive
62. Vaping - more dangerous than cigarette
63. A message - "Make your own path."
64. A message - "Follow your passion"
65. A message - "Better to be late than never reaching the destination"
66. A message - "Don't leave your parents in age care"
67. A message - "Gamble Responsibly"
68. A message - "Invest money than saving for better future"
69. A message - "It's not okay to feel low and depressed"
70. A message - " Volunteering, is the way to give back to the world"
71. A club where people who are bored and lonely meet.
72. A bicycle that can be converted to transport in a bus.
73. A wire that uses light rays instead of copper.
74. A travel website that find cheaper flight with a layover being the destination
75. A pen that is both stylus and ink pen.
76. A food container that keeps cooked food fresh for 72 hours without refrigeration.
77. A mirror in the bathroom that converts into a display.
78. A superfund that gives monthly dividends to enjoy life and travel.
79. A plant seed that grows and becomes artificial and stays forever.
80. A message - "Travel and see the world"

Summary of message

kumgy010 — 2023-03-08 01:57:38 UTC

An ad video that not only shows the uniqueness of restaurant but also the passion of the chef/owner for cooking!

Target Audience

kumgy010 — 2023-03-08 01:58:12 UTC

The chosen target audience for this advertisement would have the following characteristics

• Location; Greater Adelaide Area
• Age; 20-25 and 25-30
• Gender; All
• Employment; All kinds of employment
• Income; Mid to High
• Religion; Hinduism and Sikhism
• Political beliefs; Liberals
• Origin - Indian Origin

Most of the middle aged people with given characterstics use Instagram but some are still active on facebook and youtube. They enjoy meme content as well as some serious stuff which includes short videos.

The target audience is interested in really authentic Indian food similar to the taste they got back in India. Some of them either could be new in Adelaide.

A lot of the target audience is foreign workers here and would like to go out for dinner after work and satisfy cravings.

Annotated Bibliography

kumgy010 — 2023-03-18 12:53:01 UTC

Articles
1. SBS FOOD 2008, About Indian Food, About Indian food, SBS, viewed 31 March 2023,

This article is about Indian cuisine being not only just north Indian dishes like, chicken tikka masala or Butter chicken but Indian cuisine is known for its diverse flavours and cooking styles that vary by region. The North is known for its tandoori and korma dishes; the South is famous for hot and spicy foods; the East specializes in chili curries; and the West uses coconut and seafood, whereas the Central part of India is a blend of all. The restaurant being promoted here gives a mix of all 4 in just one buffet so the customers get to taste each an authentic actual Indian Food. The article also has a video which inspires me to add some shots of the chef cooking as well.

2. Josiam, BM & Monteiro, PA 2004, Tandoori tastes: Perceptions of Indian restaurants in America, International Journal of Contemporary Hospitality Management, Emerald Group Publishing Limited, viewed 31 March 2023,

The conclusion of this article discusses Indian restaurants with a broad audience that includes Americans and South Asians, both of whom are interested in high-quality cuisine and service and it also suggests two major areas, hygiene and staff training.

The demand is similar in context of Australia too. So, by the video I would like to show the aspect of hygiene in the kitchen of restaurant with the cooking shots of chef as mentioned earlier as well as talking head of the owner/chef about the Indian cuisine which would build a sense of trust that it's not just another Indian place serving curries.

3. Laukova, D, Bernard, A, Nguyen, T & Sigler, T 2022, The role of Visa class in the location choices of immigrants in Australia at the regional and neighbourhood scales - journal of population research, SpringerLink, Springer Netherlands, viewed 31 March 2023,

This article suggests that China and India overtook Europe as the top two origin nations in terms of net yearly flows in 2014, demonstrating the relative importance of migration from Asia having surpassed that from Europe (ABS, 2018). Diversification began gradually in the early 1970s, when Australia abandoned its discriminatory white immigration policy and opened its borders to non-European migrants.
The article reflects on influx of Indian migrants in Australia and is an evident source that the majority of target audience would be South Asians including people from neighbouring countries like Pakistan, Nepal and Bangladesh as the cuisine is quite similar to that of India.

Videos

Restaurant Levi: Behind the design (mini documentary) 2022, YouTube, YouTube, viewed 31 March 2023,

This video is a documentary-style promotional video for a restaurant where the creators don't directly promote the restaurant but surrogate the restaurant's message under the maker's story. It has that depth of emotion to it which is essential to build connect with it. The chef's passion for food is clearly depicted. The color scheme of the video is relatively minimal with muted shades which gives a t

Elements bar and grill || Best Cinematic Restaurant Promotional video || Sydney, Australia 2021, YouTube, YouTube, viewed 31 March 2023,

This video has inspired me for the shots and b-rolls for my video as they are very close up shots with lot of cooking action going on with a shallow background.

Cinematic Food Video with smooth B roll - sony A7SIII - gate quoin rock restaurant 2022, YouTube, YouTube, viewed 31 March 2023,

The video is an inspiration for the style of narration and voiceover for my promotional video.

The visual style I am intending is a mix of these 3 sources of video!

AIDA

kumgy010 — 2023-03-22 02:12:50 UTC

Attention - I would try to hook the audience by using emotion, an emotion about the story of the chef
Interest - To make the interest a few shots of good-looking dishes would do the job to intrigue the viewer.
Desire - The feeling that I would try to inculcate is the story of an Immigrant chef who came 25 years ago to a new country
Action - I don't believe in adding a direct call to action but more over would love to add something like an indirect call to action. In a way that one is so much emotional that he/she would want themselves to try out the restaurant

Tone

kumgy010 — 2023-03-29 01:32:58 UTC

The Audience must be really unsure about the quality and taste of the restaurant
After they have seen the video the idea is to make them feel attracted to the restaurant and make them feel like it 's a heavenly place to satisfy their taste buds
The emotion conveyed here would be about the love for Indian cuisine and passion of chef in making that.
The colors would be vibrant and more warm as most of Indian dishes have a tint of yellow to it due to turmeric as well as the lighting of restaurant is primarily more warm.
Yellow, brown and dark gold colors represent that
Serif fonts would be better

Inspired visual style

kumgy010 — 2023-03-31 00:25:56 UTC

Chilese, M 2019, Photo by Marco Chilese on unsplash, Baba G's Bhangra Burger in Camden Town, London, UK, Unsplash, viewed 31 March 2023,

This photo is of a Indo - Western Restaurant in the UK, where the design scheme is similar to that of a burger bar in The US but here they are selling Indian style burgers.
The chosen restaurant has a similar look and feel of it's interior to it.

Malhi, Q 2022, The gully canteen - brownwest media, Brownwest Media - Just another WordPress site, viewed 31 March 2023,

The video is an inspiration for my own visual style in terms of the shots being tight with shallow depth of field and subject is in center of the frame. Also, the genre of music and sound effects are something that I would also want to include in my video.

Basic Structure of the video

kumgy010 — 2023-03-31 01:40:27 UTC

Intro (1-10 seconds)

Chef's monologue - A roll in voiceover after first 5 seconds
Restaurant Interior Design Visuals - B roll

Kitchen shot (11-20 seconds)

Chef's monologue - A roll in voice over
Cooking shots covering the part of voice over where he talks about passion for food.

Serving shot (21-30 seconds)

Buffet table being set for first 5 seconds while the voiceover is about to end with some emotional tone.
ending with complete buffet table and logo

Mind Map and de bono's 6 hat

kumgy010 — 2023-04-01 12:53:42 UTC

Font

kumgy010 — 2023-04-01 13:30:38 UTC

Ethal, R 1993, Samarkan, Samarkan Font, Titivillus Foundry, viewed 1 April 2023,

This font would be the main font for the video as it's a fusion of Hindi script "Devnagri" and characters of English.

Ulanovsky, J, Matas, S, Pablo del Peral, J & Le Bailly, J 2011, Montserrat, Google Fonts, Google, viewed 2 April 2023,

The main purpose behind using this font is easy readability and ease of scaling

Color pallet

kumgy010 — 2023-04-02 13:25:29 UTC

#ECF2E9: This light off-white colour can evoke a sense of cleanliness, purity, and simplicity. It may represent the use of fresh and natural ingredients in Indian cooking, as well as a focus on hygiene and sanitation in the restaurant.

#18260E: It represents the spices and herbs used in Indian cuisine. This colour can also create a sense of depth and richness
#D95C14: This deep orange colour can suggest warmth, energy, and vibrancy.
#A67563: This dusty rose colour can evoke a sense of elegance
#BF2604: This deep red colour can suggest passion, emotion, and intensity.

Treatment

kumgy010 — 2023-04-03 09:53:35 UTC

Akashdeep is the owner and chef of Laxmi Indian Restaurant. The video starts by his opening sequence where he says a few words about his journey and passion for cooking. Then the video transitions to a few cinematic slow motion shots of his restaurant showcasing the interior while the his speech works as a voice over. Video then transitions to the kitchen where visuals of him cooking and preparing dishes can be seen along with some upbeat music and cooking sfx preferably fusion of Indian pop. Monologue begins again and in parallel visuals of buffet being set-up and it ends with final words and a slight call to action to invite people to the restaurant from Akash and logo fades into black.