We Believe In Bonds That Go Beyond The Digital Realm
Building a sustainable brand requires in-depth knowledge of your customers and an understanding of the market forces. In this interview, Divya Aggarwal, Chief Growth Officer at Impresario spoke to ee and shared Impresario's growth story and strategic vision.
Excerpts:
How did you go about creating a brand conversation that would resonate with SOCIAL's target audience?
Foremost, this involved a deep understanding of the pulse of our audience, particularly those who have fond memories of Friendship Day during their college or school days. We recognized the significance of nostalgia and the emotional connections tied to this special day. To evoke that nostalgia and establish a meaningful connection, we curated fun and quirky activities at our outlets throughout the week. These activities included sending postcards to old friends, sharing slam books, and culminating in hosting a retro-themed party at our flagship outlets, all designed to bring back those cheeky and heartwarming memories.
What kind of experiences are your outlets creating to attract consumers?
We are obsessed with curating exceptional experiences that resonate with our guests. Our outlets are designed to be more than just places to eat and drink; they are vibrant hubs that foster a sense of community and connection.
All SOCIAL outlets boast a contemporary and hyperlocal ambiance, complete with unique decor, cozy seating, and aesthetically pleasing interiors. Beyond the physical setting, our focus lies in delivering a range of unique experiences. From hosting live performances by local artists, gigs, engaging workshops, and thought-provoking discussions to organizing theme nights, we strive to offer something for everyone. One of the key aspects of our outlets is the seamless integration of technology, enabling customers to connect, work, and socialise effortlessly, making it a great collaborative workspace.
Moreover, our #eat and #drnks menu caters to diverse tastes, featuring a fusion of global and regional flavours, alongside an array of craft beverages. From the all-day breakfast trays to our marquee cocktails like the Thai Malish, every element of the SOCIAL experience is designed to offer a familiar and engaging experience.
Can you tell us more about the latest campaign and the insights behind the brand film?
Friendship Day, over the years, has slowly lost its allure, turning into a mere social media post and losing its touch as compared to Halloween or Valentine’s Day. With #SOCIALReunion, our goal is to reignite this lost spark of true friendship. We are inviting you to relive those best memories and encourage you to act on those unfinished plans at a SOCIAL near you. Gather your old gang, feel the nostalgia, and create new memories. We truly believe in the bonds that go beyond the digital realm, and we’ve always been at the centre of some of the best experiences people have.
What are some of the challenges you see in creating a successful brand conversation?
The digital landscape is ever-evolving, demanding our proactive adaptation to emerging technologies and platforms. Managing a consistent brand voice across diverse digital channels for our varied audience poses complexities. We have a simple digital strategy, we want to reach our customers with the right communication at the right time, whilst being relatable, edgy, and bold.
How is data being used to digitise physical experiences?
Data-driven digitization of physical experiences is reshaping how we interact with the world around us, bringing innovation and convenience to various aspects of our daily lives. At SOCIAL, we believe in embracing technology to enhance physical experiences for our customers. Data plays a crucial role in this transformation. We leverage data in various ways to digitize physical experiences.
Our recently launched New BEL Road SOCIAL exemplifies this bringing together the best of art, technology, and music, complete with India's first full-time physical NFT gallery. By integrating technology seamlessly, we strive to provide a unique and engaging experience that bridges the gap between the physical and digital realms, ensuring that our customers feel connected and delighted in every visit.
