‘We Have Focused On Learning, Embracing Change & Staying Ahead Of Trends’: Divya Aggarwal

BY Ritika Raj

The F&B industry is constantly evolving, driven by changing consumer preferences and the need for unique, engaging experiences. In India, one unifying passion that cuts across diverse demographics is cricket, a sport that brings people together like no other. Recognising this, SOCIAL launched the #DoosraStadium campaign, transforming their outlets into lively hubs for cricket fans. 

In a conversation with Pitch, Divya Aggarwal, Chief Growth Officer at Impresario Entertainment & Hospitality Pvt Ltd talks about the campaign's objectives, the impact of partnering with cricket stars, and SOCIAL’s strategies for engaging with Indian youth, their hyperlocal approach, and balancing digital convenience with personal interactions.

Edited Excerpts

What was the insight and objective behind the #DoosraStadium Campaign, particularly with cricket stars as partners? How do you envision this partnership impacting both brand visibility and audience engagement?

SOCIAL is the place where communities and connections come together. Sports, especially cricket, form significant communities in India. We believe that if you're not catching the game at the stadium or home, the best place to watch it is at SOCIAL, your 'doosra stadium’. What do you need in a stadium? You need the food, beverages, vibe and the match to be screened. That's exactly what we try to do, so we call it a ‘doosra stadium’. 

At all our outlets, we had a special cricket-themed Stadyum menu, exclusive LLIITs, a chance for fans to get official tournament merchandise and a range of engaging activities. We’ve collaborated with cricket stars Suryakumar Yadav, Ruturaj Gaikwad, and Ishan Kishan, celebrating the spirit of camaraderie, creativity, and excellence. Our #DoosraStadium campaign includes four films featuring these cricketers, highlighting the unique experiences available at SOCIAL during the cricket season. This campaign also reflects our goal to give a space for socialising, connecting, and having fun, whilst upholding our core values of innovation, creativity, and community-building.

How do you ensure immersive experiences resonate with your target demographic, especially in an era where consumer preferences are rapidly evolving?

At SOCIAL, we place a strong emphasis on understanding and adapting to the pulse of Indian youth. We achieve this by staying deeply connected to our community through various channels, including social media, customer feedback, and market research. For instance, our partnerships with Netflix and Spotify were a manifestation of SOCIAL's strategy to curate unique experiences, by seamlessly combining storytelling in the online and offline worlds. Our latest collaboration with Universal Music Group for the pre-launch party of Taylor Swift's new album in India was an absolute thrill for our guests. These initiatives reflect our commitment to offering innovative and engaging experiences and we are excited to collaborate on activities that sit at the intersection of culture and community.

Given SOCIAL's hyperlocal approach, how do you tailor your offerings and marketing strategies to resonate with diverse regional tastes and preferences across India?

By immersing ourselves in the fabric of each community, we try and understand insights into local trends, preferences, and cultural nuances. This includes considering all the various facets of the space we’re building. From the design to the food – everything is intended to be a representation of the neighbourhood where a SOCIAL outlet is housed. We spend a lot of time researching and trying to understand the region before entering a new neighbourhood. We talk to the locals and use our industry experience and learnings over the past two decades to build spaces that are not only wholesome but feel relaxing at the same time, over the long term. The unique idea behind this is, that everyone wants to visit a new place when it opens up but how do we keep our cafés relevant and long-term, so that guests may feel the comfort to walk in anytime? 

In an increasingly digitised world, striking the right balance between digital interactions and human touch is crucial. How does SOCIAL navigate this balance? 

At SOCIAL, we're more than just a café; we're a hub for connections, community, creativity, and culture, staying true to our core values. While we embrace digital interactions for convenience, we ensure they complement, not overshadow, the personalised service and ambience that define us. Every space we build has its spirit, it is a hangout spot for some, a co-working space for others, and a community hub for all. 

As F&B spaces are evolving to meet audience demands for premium, personalised experiences, SOCIAL is focused on crafting immersive experiences that not only inform but also engage our guests. Furthermore, we use technology across various touchpoints, ensuring that this does not hamper customer experience in any way. Our objective with technology is to offer an upgraded choice and keep the consumer experience as frictionless as possible. 

What are the overarching brand marketing strategies employed by IEHPL? How does the company ensure consistency and synergy across its various brands while catering to distinct target demographics and brand identities?

For us, marketing runs deeper than just the textbook definition of the term. It is rooted in storytelling and aims to captivate our consumers with the brand story and values. After 22 years in the industry, Impresario’s brands, have inspired India’s culinary, co-working, community, and cultural landscape. We conceptualise campaigns and activities that strike a chord with our customers, are relatable and can bring value to our brand(s).

For instance, SOCIAL is big on pop culture and community. We regularly engage with communities from arts, music, culture, and sports, aiming for SOCIAL to be part of the cultural conversations. We are also always experimenting with newer formats to connect and engage our audience. For instance, our collaboration with Prateek Kuhad for his EP, ‘Mulaqat’, offered fans an exclusive and intimate experience with the artist himself at different SOCIAL outlets. 

Our other brands such as Smoke House Deli or Bandra Born come with their nuance. At Smoke House Deli we do a lot of initiatives around food and cuisine because that’s what the brand is known for. Whereas with Bandra Born, the approach is a lot quirkier and more hyperlocal to incite interest and excitement among the Mumbaikars. Our cloud kitchen brands such as BOSS Burger and Aflatoon by SOCIAL are leaders in their category.

Over the last two decades, the F&B industry has emerged as a dynamic space. To keep up with the ever-evolving behavioural shift in how and what consumers desire, we have been focused on learning, embracing change, and staying ahead of trends. For us, it is about understanding customer experience, which is an invaluable tenet in running the F&B business.

Tags : Divya Aggarwal SOCIAL Impressrio BrandTalk Cricket Season