Marketing For Ymbite

Table of Contents

• Executive Summary
• Understanding the Nepali Market
• Leveraging Hunger Psychology
• Campaign Framework
• The 10 Campaigns
• Implementation Essentials

Ymbite Marketing Strategy

Emotionally Resonant
Marketing Campaigns for
Nepali Food Delivery

Ten psychologically-optimized campaigns designed to trigger hunger responses and drive app downloads in small Nepali cities.

Market Insights

1,000+ partner restaurants (Foodmandu)

Happiness & excitement drive purchases

Peak hunger at 11 AM & 4 PM

Featured Campaign

"Swad Ko Awaz"

Voice-based hunger expression campaign inspired by Swiggy's 150,000+ submissions success

Cultural Anchors

Momos & Samosas Festive Cravings Local Identity

Executive Summary

This comprehensive marketing strategy outlines 10 emotionally resonant and physiologically triggered campaigns designed to launch Ymbite, a new food delivery service in small Nepali cities, with minimal budget but maximum impact. The campaigns are built on deep understanding of Nepali consumer psychology, local food culture, and the physiological drivers of hunger.

Key Strategic Pillars

Psychological Triggers

Leverage hunger psychology and emotional advertising effectiveness in Nepal

Social Influence

Harness social proof, habit formation, and self-identity in food choices

Timing Optimization

Capitalize on peak hunger moments and festive food cravings

The strategy draws from successful campaigns like Swiggy's "Voice of Hunger" (150,000+ submissions in 10 days) and adapts them for the Nepali context, incorporating local flavors like momos, samosas, and festive cuisine while leveraging proven emotional triggers of happiness, excitement, and humor that resonate strongly with Nepali consumers.

Understanding the Nepali Market

Market Leaders & Strategies

Foodmandu

Pioneer with 1,000+ partner restaurants across major cities

Successful campaigns: "Spot the Rider," "Naya Barsha Feast" during Nepali New Year

Source: Technology Khabar

Pathao Food

Youth-focused strategy using TikTok, Instagram, and relatable memes

Emphasis on continuous improvement and user feedback integration

Source: IIDE Case Study

Local Food Preferences

Momos

Signature dumplings

Samosas

Crispy fried snacks

Sel Roti

Sweet rice doughnuts

Thukpa

Noodle soup

Source: Savvy Exploring - Nepali Food Guide

Effective Emotional Triggers in Nepali Advertising

Happiness

Positive emotions significantly influence purchasing decisions, especially among younger demographics

Excitement

Festive campaigns and limited-time offers create urgency and drive immediate action

Humor

Culturally relevant humor builds relatability and strengthens brand connection

Source: Research on Emotional Triggers in Kathmandu Valley

Leveraging Hunger: The Core Physiological Driver

Psychology of Hunger and Cravings

Impulsive Decision Making

Hunger focuses cognitive resources on food-related cues, increasing motivation for immediate gratification. Consumers are more likely to make impulsive choices when hungry.

"Consumers may be willing to pay more for food when they are hungry compared to when they are satiated"

Source: ScienceDirect Research

Craving Triggers

Cravings are triggered by sensory cues, emotional states, memories, and associations. The "hangry" phenomenon demonstrates how hunger negatively impacts mood and decision-making.

Timing-Based Marketing Strategy

Peak Hunger Windows

11 AM

4 PM

Late Night

Rainy Days

Success Example

Swiggy's "#VoiceOfHunger" campaign achieved 150,000+ voice note submissions in 10 days by targeting peak hunger moments

Source: International Research Journal

The "Hangry" Phenomenon Strategy

Campaign Approach

• Humorously acknowledge the "hangry" experience
• Position Ymbite as the "hero" that rescues users
• Use empathetic messaging: "Don't let hunger ruin your mood"
• Offer quick, convenient solutions within 30 minutes

Implementation Ideas

"Feeling hangry? Don't let hunger ruin your mood! Ymbite can deliver your favorite comfort food in under 30 minutes."

Visual Approach: Cartoon characters or memes depicting "hangry" scenarios resolved by Ymbite delivery

Campaign Framework: Combining Emotion and Physiology

Low-Budget, High-Impact Principles

• Creativity trumps budget: Innovative ideas generate organic buzz
• Deep audience understanding: Tailor messages to local preferences
• Digital platform leverage: Social media, SEO, content marketing
• Strategic partnerships: Local influencers, restaurants, community groups

User-Generated Content Strategy

Campaign Types

• • #MyYmbiteFeast photo contest
• • Hunger story testimonials
• • "Deal win" sharing
• • Festive meal showcases

Swiggy Success Example

"#VoiceOfHunger" generated 150,000+ voice note submissions in 10 days

Source: Growth Folks Analysis

Multi-Channel Approach

Facebook

Instagram

TikTok

SMS

Source: Digital Marketing in Nepal Guide

The 10 Ymbite Campaigns: Detailed Concepts

Campaign Summary Table

Campaign Name	Core Idea	Emotional Triggers	Physiological Trigger
1. Aago Khane Kura Hunger Emotion Testimonial	Collect & share authentic user hunger stories	Relatability Humor	Hunger Pangs
2. Swad Ko Awaz Voice of Hunger Interactive	Users submit voice notes describing cravings	Engagement Playfulness	Specific Cravings
3. Tyohar Ko Bhok Festive Hunger Timing	Special offers around local festivals	Nostalgia Festive Joy	Festive Food Cravings
4. Local Love, Local Bhok Local Cravings Campaign	Highlight locally beloved dishes & eateries	Local Pride Community	Craving Local Flavors
5. Ymbite Ko Hunger Predictor AI Prediction (Lite)	Rule-based hunger prediction system	Surprise Delight	Anticipated Hunger

1

Aago Khane Kura

Collect and share authentic user stories about hunger experiences, positioning Ymbite as the solution. Users share personal anecdotes, funny incidents, or relatable moments related to hunger.

Execution Strategy

• • Social media call for stories with #MyHungerStoryYmbite
• • Multiple formats: written, audio clips, video selfies
• • Incentives: feature best stories, discount vouchers
• • Repurpose UGC as "Hunger Chronicles" content series

Psychological Principle: Social Proof

2

Swad Ko Awaz

Users submit voice notes describing cravings; Ymbite responds with suggestions and promotions. Inspired by Swiggy's successful campaign generating 150,000+ voice notes.

Implementation

• • Simple in-app feature or dedicated WhatsApp number
• • Manual curation of cravings and suggestions
• • "Craving of the Day" feature on social media
• • Make users feel heard and understood

Based on: Swiggy Voice of Hunger

3

Tyohar Ko Bhok

Special offers and curated meal bundles around local festivals (Dashain, Tihar, Holi), tapping into traditional food cravings and festive emotions.

Festive Strategy

• • Partner with restaurants for authentic festive specials
• • "Dashain Dine-In" packages with masu and sel roti
• • Campaign-specific hashtag: #YmbiteTyohar
• • Launch promotions during festival preparation periods

Cultural Connection

4

Local Love, Local Bhok

Celebrate local culinary pride by highlighting beloved local dishes and hole-in-the-wall eateries specific to the small city, connecting with local identity.

Local Focus

• • "Local Bites" section within app
• • Weekly "Local Food Spotlights" on social media
• • User polls to vote for local favorites
• • Collaborate with local restaurants and home chefs

Community Pride

Campaign Highlights 6-10

5. Hunger Predictor

Rule-based system predicting user hunger based on time and past orders

Lite AI

6. Bhok Ko Hero

Referral program with "Hunger Hero" theme and social validation

Social Influence

7. Khana Pugos

Time-sensitive, limited-quantity deals during peak hunger hours

Scarcity & Urgency

8. Tripti Ko Aananda

Focus on emotional fulfillment and joy of satisfying hunger

Contentment

9. Sanibar Ko Bhok

Friday-only special deals capitalizing on end-of-week cravings

Weekend Joy

10. Bhok Lai Bujhau

Interactive storytelling with "Bhok" character personifying hunger

Interactive

Implementation Essentials

Push Notification Strategy

Best Practices

• • Relevance: Segment users and personalize messages
• • Timing: Schedule around peak hunger hours (11 AM, 4 PM)
• • Clarity: Short, clear messages with strong CTAs
• • Value: Every notification should offer genuine value

Technical Implementation

Use reliable services like OneSignal or Firebase Cloud Messaging. Ensure deep linking to relevant app sections.

Source: Push Notification Services Guide

Social Media Platforms

Facebook

Community building, detailed posts

Instagram

Visual content, Stories, Reels

TikTok

Viral content, youth engagement

Content Strategy

Tailor content to each platform's strengths: food photography for Instagram, community engagement on Facebook, viral challenges on TikTok.

Content Creation Guidelines

Visuals

• • High-quality, mouth-watering food photography
• • Mix of professional and user-generated content
• • Authentic showcase of local flavors
• • Platform-optimized dimensions

Copy

• • Simple, clear, engaging Nepali language
• • Friendly and relatable tone
• • Cultural references and humor
• • Clear call-to-actions

Localization

• • Highlight local restaurants and dishes
• • Use local landmarks and cultural nuances
• • Incorporate local sayings about food
• • Show understanding of community

Measuring Campaign Effectiveness

App Downloads

Track installations from campaign sources

Order Volume

Monitor total orders and average value

Conversion Rate

Downloads to orders conversion

User Retention

Repeat orders and long-term value

Ready to Launch Ymbite's Success?

These 10 emotionally resonant campaigns are designed to trigger hunger responses, leverage local culture, and drive app adoption in small Nepali cities—all on a minimal budget.

Emotionally Driven Psychologically Optimized Budget-Friendly