This Valentine’s Day, SOCIAL goes all out with a #AllWeNeedIsLove campaign, an inclusive 360-degree campaign introduced at a crucial time for the hospitality industry. With substantial experience in curating events & programming, the popular café/bar hosted 12 dance parties and 10 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 the power of love over hate, SOCIAL decided to celebrate Valentine’s Day with all kinds of art, music, and food – anything that brings communities together. Some of the key performances featured Visual Art Pop-up by SynthsBack x AztecTableSound at Church Street SOCIAL, Photo Art Exhibit by Iseo & Dodosound + Daisho at Koramangala SOCIAL, Bachata Workshop & Party at Sector 7 SOCIAL to name a few.
Explaining the thought behind the new campaign, Divya Aggarwal, Head – Marketing, Impresario Handmade Restaurants, says “Binding the community together– it’s what we at SOCIAL know how to do best. The idea for our campaign was pretty simple. With hate being used currency in today’s day and age, what was needed to bring back togetherness? The answer was how the campaign was named. Instagram is a significant medium for us, through which we curated User Generated Content using our community’s artwork/soundtracks/performances etc. Our zine-styled menu was a customer favourite too!”
The brand is known to use a heavy dose of quirk to name their equally quirky dishes. Some of thedishes included Not Cupid’s Chaat (with Puffed wild rice, strawberries, asparagus tempura, strawberry chili chutney, papdi, spinach & Bhalla), Roses For Revolutionaries (Rose lachha with mushroom ghee roast) and a special Bae-ryani. The drinks menu featured Self Love Club, Raspberry Fields Forever, Kill ‘Em With Kindness and Sip of Solidarity to name a few.
Over the years, SOCIAL has become synonymous with a community space that effectively employs great design, food, drinks, and more in an interesting way. Through various ATL and BTL efforts, SOCIAL’s unique identity has been solidified over the last six years as not just a place to eat and chill, but rather a space that thrives on community participation and collaboration.