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CLIENTHaldiram's Restaurant
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INDUSTRYFood & Beverage
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SERVICEChinese Menu Launch Brand Film & Social Amplification
Chinese Mania
How did we #BreakTheBox?
For a brand deeply rooted in Indian food traditions, Haldiram’s entry into the Indo-Chinese space came with a clear challenge, to stand out in a category already dominated by street-style Chinese stalls and established restaurant chains.
To make the launch feel fresh and ownable, we built the campaign around the idea “Chinese So Different, You’ll Eat Differently.” Instead of simply talking about taste, the campaign turned the menu experience into a playful behavioural shift, showing people eating Chinese in unexpected, exaggerated, and memorable ways.
Through the main KVs, digital film, key launch assets, and social amplification, the campaign transformed a menu launch into a fun, experiential dining story. The result was strong social engagement, increased chatter around the new menu, and a visible boost in restaurant footfalls.
