The all-day café & bar chain aims to get patrons back to its outposts across the country by celebrating the ritual of getting a drink with your best friend
October 2020: The all-day café & bar chain SOCIAL — a part of India’s leading food & experiences company Impresario Handmade Restaurants — has launched a pan-India bar campaign called #ThatOnePerson to get loyal customers back to its outposts across the country. Now that the lockdown has ended, SOCIAL is inviting patrons to come by and celebrate responsibly with their best friend by offering their first drink together on the house.
After a 7-month hiatus, bars across the country have now reopened to the new normal. To destigmatise the act of finally going out and meeting your closest friends again, SOCIAL has launched a bar campaign called #ThatOnePerson to raise a toast to the good times ahead.
The campaign revolves around a series of friends and tells the story of what life was like for them before and during the lockdown, and the sheer joy of meeting their best friend in person once again. Inducing a sense of nostalgia of life pre-COVID, the films capture raw emotions of melancholy and finally euphoria when reuniting with #ThatOnePerson you’ve missed the most. The campaign then invites people to tag their best friend and come to their neighbourhood SOCIAL and get their first drink together free.
Riyaaz Amlani, CEO & MD of Impresario Handmade Restaurants says, “SOCIAL is all about departures from routines and deviations from the norm. In fact, the brand enjoys a unique position among India’s youth, because it’s not just a regular cafe or a bar. Everyone has a SOCIAL story: friendships have grown there, businesses have been built there, young love has blossomed there, serendipitous connections have been made there. People have a lot of good memories attached to SOCIAL. We want to celebrate that special reunion with you, and #ThatOnePerson is the perfect medium to do that through.”
Adds Divya Aggarwal, Head Of Marketing, Impresario Handmade Restaurants, “Now that bars across the country are finally open again, we want to break the routine and give our patrons a reason to step outside. With #ThatOnePerson campaign, we’re inviting our fans to reunite with their best friend offline at your neighbourhood SOCIAL. Community is at the heart of everything we do at SOCIAL, and there’s nothing bigger than a community of good friends. We hope that our unique offer of getting that first drink together for free at SOCIAL will help people recreate those good memories once more.”