Breaking With Tradition
A restaurant concept daring to break away from tradition needs an online presence that does the same. Aligning with the restaurant's key theme of 'not your mum's Indian', we set out to create a digital campaign that was something out of the ordinary. With a website that scrolls diagonally through a mix of urban streetscapes and contemporary Indian cuisine, the site is equal parts concept and communication.
A social media launch campaign served to break away from the typical associations of 'meat-and-gravy' dishes, educating an online audience to the broader range of food from a wider area of the subcontinent. The brand voice keeps things light, with tongue-in-cheek messaging spanning everything from menu descriptions to recruitment advertising.