The challenge
Bhooter Raja Dilo Bor had been serving home-style Bengali food since 2004 from a single outlet in Jadavpur, with loyal diners but almost no visibility online. In 2017, it had around 2,000 followers and no consistent digital presence. Kolkata is full of beloved Bengali restaurants, and diners now discover where to eat on Instagram, Facebook and Google before they ever step inside. To grow, the restaurant needed to be found, remembered and craved online.
The insight
Two things made this restaurant special: its playful brand world, inspired by the King of Ghosts from Satyajit Ray's Goopy Gyne Bagha Byne, and its promise of a mother's touch in every dish ("প্রতি পদে মাতৃত্বের ছোঁয়া"). Diners weren't just choosing a meal; they were choosing comfort, nostalgia and home. Social media needed to make people feel that before they ever tasted it.
The idea
We built a Bengali-first, festival-led social media presence. Instead of posting menus, we gave diners reasons to come back all year: food festivals the brand could own, cultural moments every Bengali celebrates, milestones that turned into events, and campaigns that invited people to take part.
