This Valentine’s season, SOCIAL the unveils #LoveIsOffline campaign

Ahead of Valentine’s Day this year, the all-day café & bar chain SOCIAL has launched a new campaign called #LoveIsOffline - an inclusive 360-degree campaign to celebrate meeting those you love in the real world. The past year has largely been marked by isolation and digital experiences, but now that things are slowly going back to normal, SOCIAL wants to celebrate responsibly via curated one-on-one experiences with its extended community across cities.

With substantial experience in curating events and programming ever since it launched seven years ago, the popular hyperlocal destination will be hosting 32 programming and community events across all the cities it is operational in, with a special focus on gigs that bring people closer.

Led by culture and inspired by inclusivity, SOCIAL is celebrating Valentine’s Day with art, music, and food – all the things that bring communities together and makes SOCIAL a safe and inclusive space where people of all genders, inclinations, and orientations can be themselves. Some of the key performances and community events lined up for Valentine’s month are Salsa Workshop with Madras Salsa at Mount Road SOCIAL, Mental Health & Relationships Workshop at Indiranagar SOCIAL, Dance 4 Art - Dance Workshop at Noida SOCIAL, Be my Valentine - Crowdwork comedy with Vishal Tyagi at Sector 7 SOCIAL, Vinyl listening session - Drop the Needle at Versova SOCIAL, Live performance by DreamSwitch at Sarjapur SOCIAL, to name a few.  

Explaining the thought behind the new campaign, Divya Aggarwal, Head - Marketing, Impresario Handmade Restaurants says, “Binding the community together is what we know how to do well. The idea for SOCIAL’s new campaign is simple: for the past year, we’ve been incessantly online. We’ve attended weddings on Zoom, gone on first dates via WhatsApp video, and tried to party at home with Houseparty. Now that things are getting better and people are meeting each other in the real world once more, we want to celebrate this feeling with #LoveIsOffline at your friendly neighbourhood SOCIAL.”

Being an all-day café and bar, a significant pull of the brand is towards its various F&B offerings. SOCIAL has recently launched an all-new menu featuring exciting new dishes like Chaat Ke Gubaare, Shrimp Popcorn, Thalaiva Breakfast Tray, and more. But the signature offering for Valentine’s Day is a new, limited edition LLIIT aptly called the #LoveIsOffline LLIIT, which is a 1000ML concoction that can be shared by two people and is available only on February 14. The drink is made of pomegranate juice, apple juice, watermelon juice, lime juice, an LIIT mix, topped up with soda, and garnished with edible hearts. 

Nilesh Patel, Beverage Head (West) - Impresario Handmade Restaurants says, “This year, we wanted to give our patrons something special for Valentine’s Day using our iconic LLIIT. We’re launching the #LoveIsOffline LLIIT for one day only! It’s a 1000ML drink that tastes even better when it is shared! We’re also excited for people to try out our new food menu; we’ve launched 35 new ‘fun dining’ dishes across various cuisines!”

Over the years, SOCIAL has become synonymous with a community space that effectively employs great design, food, drinks, and more in interesting new ways. Through various ATL and BTL efforts, SOCIAL’s unique identity has been solidified over the last seven years as not just a place to eat great food and chill with friends, but rather a space that thrives on community participation and collaboration.