The hyperlocal essence and pin code strategy behind SOCIAL’s success

SOCIAL, one of India’s most prominent food outlets, celebrated its 10th anniversary last month. Known for blending local flavours with a touch of pop culture, SOCIAL has rapidly expanded across various cities since opening its first outlet, Church Street Social, in Bengaluru in 2014. Now boasting over 40 outlets across the country, the brand has become a favorite among urban youth.

In an exclusive conversation with Adgully, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality, reflects on SOCIAL’s remarkable journey, highlighting significant milestones, marketing campaigns, and the challenges faced along the way. She also discusses how SOCIAL has adapted to evolving consumer preferences in the casual dining industry, key initiatives under the #MySOCIALStory campaign, expansion plans in Tier 1 and Tier 2 cities, and why the brand resonates with marketers looking to engage today’s youth.

As SOCIAL celebrates its 10-year anniversary in India, could you walk us through the journey and share some of the brand’s most significant milestones and challenges during this journey?

SOCIAL’s 10-year journey is a testament to its commitment to blending work, play, and cultural relevance. Launched in 2014 on Church Street, Bengaluru, SOCIAL quickly became a hub for urban millennials seeking a space that seamlessly combined eat, work, chill, and play. This innovative concept sparked a cultural shift, redefining how people engaged with their environments – turning weekdays into vibrant opportunities for social interaction, much like the weekends.

A major milestone in SOCIAL’s journey has been its rapid expansion across India’s major cities. From its first outlet in Bengaluru, SOCIAL has grown to over 50 locations, each designed to reflect the hyperlocal essence of its neighborhood. This strategy has become a cornerstone of SOCIAL’s identity, ensuring that while the brand offers a consistent experience, each outlet resonates uniquely with its community.

At SOCIAL, we are all about culture, communities, and connections. We’ve created inclusive environments where people from all walks of life can come together, fostering a sense of community and collaboration through our diverse events, workshops, and creative spaces. Our commitment to revolutionizing the nightlife scene is evident through our programming nights and gigs, which have become a staple for music lovers. Over the years, SOCIAL has provided a platform for both established and emerging artists and multi-city tours with popular names like Divine and Nucleya, making SOCIAL the go-to destination for live performances.

Beyond music, SOCIAL has turned its spaces into vibrant galleries through regular art exhibitions and collaborations, such as our partnership with StART India. We continue to host multiple events like Optikal Asylum and Fresh Cut, supporting homegrown talent and emerging visual artists. Our unique offerings extend to sports as well, with SOCIAL becoming a vibrant hub for sports enthusiasts by regularly hosting live screenings of major events and creating immersive experiences like the Doosra Stadium during cricket season.

We also foster intellectual and cultural exchange through workshops, talks, and panel discussions on subjects ranging from literature and film to music and art. Initiatives like SAUCE by SOCIAL push boundaries, connecting talented creators with new audiences. Inclusivity remains at the heart of SOCIAL, with events like the Satrangi Mela, a national queer festival that celebrates diversity with thrilling drag performances and pop-up markets. SOCIAL truly embodies a space where culture, community, and connection thrive.

In addition to these cultural and community-focused initiatives, SOCIAL has become a preferred venue for special celebrations, from intimate wedding parties to birthdays and office gatherings. Its ability to offer unique and memorable experiences has made SOCIAL a beloved part of the urban fabric.

From revolutionizing social spaces in India to building a community that transcends the mere act of dining, SOCIAL’s journey over the past 10 years has been about creating connections, fostering innovation, and continually pushing the boundaries of what a café-bar can be.

What have been some of SOCIAL’s most memorable marketing campaigns over the years, and what made them stand out?

SOCIAL has always stood out with its memorable marketing campaigns that have really connected with its audience and made the brand a cultural phenomenon. From the start, SOCIAL has been more than just a café-bar; it’s been a place where people come together, build communities, and stay relevant across generations – starting with Millennials, then Gen Z, and now gearing up for Gen Alpha. The brand’s success lies in its creative marketing, which includes innovative launches, events tied to trends, and partnerships that resonate with pop culture and similar activations.

The tone for SOCIAL’s innovative approach was set with the launch of Colaba SOCIAL a decade ago. This campaign was groundbreaking for its time, offering beer at extremely affordable prices, which drew massive crowds and redefined how people perceived and consumed alcohol in bars. This strategy turned SOCIAL into a trendsetter, making it a must-visit destination in Mumbai’s vibrant nightlife scene. Following this success, the launch of Hauz Khas SOCIAL in Delhi further established the brand as a trendsetter. This campaign was marked by a grand and stylish introduction that perfectly reflected Delhi’s vibrant culture. SOCIAL blended the unique cultural essence of the city with its signature vibe, creating a space where people could seamlessly transition from working during the day to socializing in the evening.

Over the years, SOCIAL has developed several iconic campaigns and intellectual properties (IPs) that have become well-known across India. Satrangi Mela is a prime example, celebrated for its inclusivity and vibrant atmosphere. This event has become a staple for the LGBTQIA+ community, featuring drag performances, musical acts, and pop-up markets, creating an environment where diversity is not only accepted, but celebrated.

At SOCIAL, sports are one of the standout moments to connect with customers, cricket being a critical one. Every year, we transform our outlets into a Doosra Stadium for a unique match-watching experience. With live match screenings, cricket-themed menus, and stadium-like decor, this campaign turned SOCIAL into the go-to spot for cricket fans, blending the excitement of the sport with a unique dining experience.

At SOCIAL, we are deeply committed to bringing global and cultural trends to India on a large scale, making them an integral part of our brand experience. By constantly staying ahead of the curve, we ensure that our patrons are always at the forefront of what’s new and exciting on the global stage, seamlessly integrating these trends into our offerings across all our outlets. For instance, the Kore Yeah campaign marked SOCIAL as the first brand in India to bring an authentic Korean experience on such a large scale. This campaign featured specially curated dishes by renowned chefs, offering a culinary journey that was highly appreciated by patrons, showcasing SOCIAL’s ability to stay ahead of trends and introduce new cultural experiences to its audience.

SOCIAL’s marketing strategy has also been heavily influenced by strategic partnerships that have allowed the brand to create personalized and immersive experiences. For example, in partnership with Netflix, SOCIAL launched the #DisconnectToConnect campaign across 41 outlets in key cities like Mumbai, Delhi NCR, Chandigarh, Bengaluru, and Pune. The campaign, centered around the film ‘Kho Gaye Hum Kahan’, encouraged patrons to disconnect from their phones and reconnect with those around them. Guests who accepted the challenge by keeping their phones locked away for an hour were rewarded with a complimentary portion of ‘Friendship Fries’, turning a simple dining experience into a meaningful opportunity for real-life connections. Similarly, the partnership with CRED for the ‘12th Main’ campaign in Bengaluru featured special cocktails and events that resonated deeply with the local community, further enhancing SOCIAL’s presence in the area.

During the pandemic, SOCIAL demonstrated its adaptability and commitment to the community by partnering with Mumbai’s dabbawalas, providing them with a new income stream by delivering SOCIAL’s food to customers. This initiative not only supported the dabbawalas during challenging times, but also maintained a strong emotional connection with SOCIAL’s patrons, showcasing the brand’s commitment to social responsibility.

These campaigns, along with many others, have positioned SOCIAL as a cultural hub where people come together to celebrate, engage, and connect.

How has SOCIAL adapted to the evolving consumer preferences in the casual dining restaurant industry, and what trends have you noticed over the past decade?

SOCIAL has consistently stayed relevant by understanding and adapting to the evolving needs of its audience. Our first few outlets remain beloved by guests, a testament to our ability to innovate while staying true to what makes SOCIAL unique. Our pin code strategy allows us to deeply understand consumer preferences, enabling us to tailor our offerings to resonate with the local community.

We’ve always been ahead of the curve, particularly with our food and beverage innovations, which blend global trends with local flavours. SOCIAL has also been a platform for both established and upcoming artists, providing them with a space to showcase their talent and connect with audiences. We’ve become a backdrop in the lives of many, seamlessly integrating into pop culture through our connections with movies, music, and more.

Over the years, we’ve realized that today’s youth seek spaces that are versatile places where they can work during the day and enjoy a gig at night. Whether it’s bringing global food trends to our menus or offering a twist on local favourites, SOCIAL has mastered the art of creating a vibe that’s relatable, easy-going, and distinctly ours. Our use of Devanagari script, quirky cutlery, and signature drinks all contribute to an environment that feels both innovative and familiar.

Could you walk us through some of the key activities and initiatives under the #MySOCIALStory campaign that has resonated with audiences over the past decade?

The #MySOCIALStory campaign has featured several impactful initiatives that has deeply resonated with audiences, celebrating SOCIAL’s 10-year journey while engaging guests in a meaningful way. Key activities include:

Film with Shreeja Chaturvedi:
A highlight of the #MySOCIALStory campaign is a brand film featuring comedian Shreeja Chaturvedi and Riyaaz Amlani, Founder and Managing Director of SOCIAL. The brand film combines humour and originality to celebrate SOCIAL’s 10-year journey. It highlights the brand’s evolution from a unique concept into a cultural phenomenon that seamlessly blends work and play. Shreeja Chaturvedi, who is represented by Only Much Louder, brings her signature wit to the film, while the Founder, Riyaaz Amlani addresses quirks around the brand. The film also illustrates how SOCIAL has become a vibrant hub for creatives, freelancers, entrepreneurs, communities and guests, with each location offering a distinctive yet lively atmosphere.  

The OG Menu:
As part of the campaign, SOCIAL brought back fan-favourite dishes from the past decade, allowing guests to vote on which dishes they wanted to see return before the campaign launched. This interactive initiative engaged the audience by making them a part of the menu curation process. The top 10 dishes, including iconic favourites like Croquettish, Salchipapas, OMG Burger, Prawn Sesame on Toast Nam Noodle Bowl, Kori Roti with Chicken Gassi, Lamb Massaman Curry, Chocolate Chutzpah and more

Time Drop:
In a playful twist, SOCIAL introduced the “Time Drop” initiative, where for 30 minutes each day, a select dish was offered at just 10 bucks. This initiative not only created buzz, but also encouraged guests to visit their nearest SOCIAL outlet during this window, driving both engagement and footfall.

Beer at 99 Offer:
To keep the mid-week energy high, SOCIAL offered beer at just 99 rupees every Thursday. This promotion resonated strongly with patrons, reinforcing SOCIAL’s reputation as a go-to spot for affordable yet high-quality experiences, particularly appealing to the younger demographic.

Nostalgic Film:
Another cornerstone of the #MySOCIALStory campaign was a nostalgic film that brought together chefs, artists, collaborators, partners, and various stakeholders who have been part of SOCIAL’s journey. This film served as a heartfelt tribute, with each participant sharing their unique experiences and memories of working with SOCIAL. The film underscored the strong community and collaborative spirit that has been integral to SOCIAL’s success over the past decade.

These initiatives under the #MySOCIALStory campaign not only celebrated SOCIAL’s rich history, but also created meaningful connections with its audience, inviting them to be a part of the brand’s ongoing story. The campaign’s blend of nostalgia, engagement, and celebration has reinforced SOCIAL’s position as a cultural icon in India’s casual dining and social scene.

How has SOCIAL utilized a mix of marketing innovations and strategies to create buzz and effective communication for the brand?

We utilized a mix of marketing innovations and strategies to generate buzz and maintain strong communication with its audience, all while fostering authentic connections with the communities it serves. The brand’s approach centres around creating immersive experiences across various touchpoints, ensuring that every interaction with SOCIAL is both engaging and relevant.

At the heart of SOCIAL’s strategy is its commitment to immersive campaigns across relevant channels. These campaigns go beyond traditional marketing by seamlessly integrating the brand into the daily lives of its audience. Whether through innovative in-outlet experiences, dynamic social media engagement, or collaborations that tap into popular culture, SOCIAL ensures that its brand language and community vibe consistently align with the edgy and innovative atmosphere found at its outlets. This consistent storytelling across all platforms strengthens the bond between the brand and its patrons.

SOCIAL has also strategically leveraged pop culture and partnerships to enhance its visibility and engagement. A standout example is the creative promotion tied to the launch of the Amazon Prime series “Panchayat”, where SOCIAL distributed lauki (a key element from the show) to customers ahead of the season premiere. This clever campaign not only generated excitement but also linked the brand to a significant cultural moment. Additionally, SOCIAL’s spaces have become iconic enough to be featured in various movies, further embedding the brand into the cultural fabric.

Promotions and offers at SOCIAL are always crafted with a customer-first approach. Whether it’s the popular “Beer at MRP” promotion, which allows guests to enjoy their favourite brews at retail prices, or targeting trend days such as Leap Day diners could order SOCIAL’s Classic LLIIT or enjoy their go-to beer for an unbeatable price at ₹29 – these initiatives are designed to enhance the customer experience rather than merely promote the brand. Through these strategies, SOCIAL continues to resonate with its audience, ensuring that it remains a top choice for those seeking both value and unique experiences.

What are SOCIAL’s expansion plans, especially in Tier 1 and Tier 2 cities, and how do you envision the brand’s growth in these regions?

We will continue to adopt a more dynamic and adaptive approach to expansion. Our strategy is focused on tapping into markets with large, young working populations such as Millennials, Gen Z, and now Gen Alpha with a particular emphasis on establishing a strong presence in major Indian cities and state capitals. This includes actively pursuing new markets where there is a growing demand for vibrant community spaces that facilitate meaningful connections and showcase local talents.

In addition to entering new markets, SOCIAL is committed to expanding within existing cities by targeting new pin codes where demand is evident. Our approach is strategic and phased; we start with larger towns and gradually extend our reach to surrounding areas, leveraging existing brand awareness and creating a sense of urgency. For example, our initial expansion in New Delhi was followed by successful launches in NCR, Dehradun, and Chandigarh, demonstrating the effectiveness of this method.

Recent openings reflect the success of this strategy. We have recently inaugurated our 10th outlet in Bangalore, located in Bellandur, and our 13th outlet in Delhi NCR, situated in Rajouri Garden. Both locations have been well-received, underscoring the effectiveness of our expansion efforts in new regions of these cities.

Looking ahead, SOCIAL is poised to continue its expansion with a clear focus on innovation, community engagement, and maintaining the hyperlocal essence and pin code strategy that has made each of our outlets unique and beloved by our patrons.

How has SOCIAL positioned itself as the ideal brand for marketers looking to communicate with today’s youth?

SOCIAL has positioned itself as the ideal brand for marketers targeting today’s youth by aligning with their values, interests, and lifestyles. The brand’s focus on building authentic connections has resonated with millennials and Gen Z, turning SOCIAL into a community hub rather than just a café-bar. This community-driven approach attracts marketers who want to engage meaningfully with a younger audience.

SOCIAL excels in creating immersive experiences that resonate with youth, offering dynamic environments that align with current cultural trends. This approach provides marketers with a unique platform to reach young audiences in engaging ways. The brand’s consistency in using innovative, relatable language across all touchpoints ensures that marketing messages feel authentic and in tune with the expectations of its audience.

Additionally, SOCIAL’s customer-first promotional strategies and strong digital presence appeal to younger generations who value transparency and inclusivity.

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