How SOCIAL’s moment marketing initiatives are offering unforgettable experiences

SOCIAL, one of the prominent food outlets recognised for its local taste infused with a dash of pop culture, recently collaborated with ex-Mirchi and well-known stand-up RJ Pranit More. This partnership unfolded subsequent to RJ Pranit’s stand-up special, in which he lightheartedly teased SOCIAL’s distinctive vada pao baos and LLIITs, showcasing the outlet’s iconic offerings in a comical light.

Embracing that even negative publicity is also publicity, SOCIAL took a proactive step by approaching the comedian for a potential partnership. This proactive move marked the inception of an exciting collaboration with RJ Pranit, titled #SOCIALExposed.

In conversation with Adgully, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality, speaks about SOCIAL’s collaborations with some of the biggest artists in India, seizing moment marketing opportunities to forge deeper connections with consumers, and much more.

Negative publicity is also publicity – how do you think that #SOCIALEposed, the roast made by stand-up RJ Pranit More, is the perfect fit?

Moment marketing taps into real-time cultural events, allowing brands to resonate with audiences instantly. In today’s hyperconnected world, we need to seize these moments for cultural relevance and forging deeper connections with consumers. When RJ Pranit’s video on SOCIAL surfaced and after we spoke to him, we discovered that he, in fact, loves the brand! To take this one step further and elevate the SOCIAL experience for our guests, we called him to Dadar SOCIAL for an exclusive stand-up show on Sunday, which received a phenomenal response.

Secondly, we are a young brand driven by and for young India. We feel this audience is edgy, bold and playful – which exactly represents our brand and what we are trying to build at SOCIAL. Hence, we thought it was worthwhile to reach out to Pranit and collaborate since we shared the same vision – to entertain and serve our audiences in the best possible manner.

How will comedians like RJ Pranit More help SOCIAL in getting more mileage?

SOCIAL is a creative neighbourhood café, committed to enabling connections and communities. Some of the biggest artists in India, whether that’s Gully Gang or Peter Cat Recording Co., have developed their fan base by starting out at SOCIAL. Movies such as ‘Tamasha’ or shows like ‘Made in Heaven’, and the host of community and programming events we do at SOCIAL put us as the centre of India’s cultural conversation. Stand-up is also an art form, especially one that has gained immense popularity lately. And our collaboration with Pranit is not the first one. We’ve featured a host of stand-up comics at our outlets, such as Agrima Joshua and Navin Noronha, who have given our guests memories for a lifetime. We will continue to invest and collaborate in experiences that our guests value and keep us at the forefront of India’s young and dynamic pop culture.

Collaboration and partnerships are key drivers of growth. What are the other collaborations SOCIAL has made in the last few years?

Creating multi-sensory and community driven experiences are a key pillar of growth for us. Since our inception at Church Street in 2014, we have carried out numerous collaborations with a host of brands that match our desired target audience and help us build brand salience. From fintech, to OTT, and sports and gaming to fashion – we’ve worked with some of the largest brands from India and around the world.

To name a few, very recently, we collaborated with Tezos Arts & Culture, a leading player in India’s NFT and generative art space to host the ‘Art of Code’ exhibition at our New BEL Road outpost in Bengaluru. The art installation was on display for an entire month, accompanied by a host of community and programming workshops to inform and educate enthusiasts about the emerging world of generative and digital art. This partnership was special for us because the New BEL Road is India’s first NFT focussed café, and this installation gave an opportunity for budding digital artists to engage with their audience and promote their digital artworks inside one of India’s most beloved cafés.

In November 2021, we launched ‘The 12^th Main’, in collaboration with CRED, pan-India, celebrating that spirit and raising a toast to the ones who have gone the extra mile to achieve their dreams and prove labels wrong. The insight was that coffee and whiskey can be an extraordinary blend when mixed precisely; and, this new concoction (The 12^th Main cocktail) was the perfect champion’s breakfast and night’s soothing elixir for those who work hard and play harder.

During the pandemic, we also collaborated with Mumbai’s Dabbawalas to service direct deliveries across the city, from our outlets at Colaba, Versova, Goregaon, Vikhroli, Powai, Vashi, and Thane, etc. We also onboarded Johnnie Walker for this collaboration. Amidst the lockdown, Mumbai Dabbawalas had been out of work because of office closures, making tiffin services obsolete. With work from home and rise in food orders, SOCIAL and Johnnie Walker joined hands to provide employment and reassurance to Mumbai’s dearest community.

Could you share some insights into the culinary philosophies that drive the creation of unique food experiences across all SOCIAL outlets? Has SOCIAL as a food chain made any alterations in its menu post the release of the viral video by RJ Pranit More?

Our vision is to consistently offer an unforgettable experience that reflects the heart and soul of India while embracing the vibrancy of global cuisines. We believe in catering to our guests’ unique palette, where every spice and flavour tells a story, while also introducing foreign elements to create a fresh, yet familiar taste experience. Our goal across all outposts is to serve dishes that resonate with the Indian appetite – hearty, flavourful, and evocative – but with a twist that you won’t find elsewhere.

Could you share any upcoming projects, expansions, or initiatives that we can look forward to from SOCIAL?

Over the last year, SOCIAL has opened ~2 new outlets in India every month. And on average, an Indian spends 1.5 hours inside the SOCIAL outlet. We are committed to our vision of growth and welcoming more and more audiences into the SOCIAL experience across every possible pin code in India. There are a lot more exciting experiences in store for our guests, including new outlets, collaborations, and community driven initiatives that will keep you engaged, so stay tuned!