CampaignCreativeFilm
A restaurant brand that fills tables, not just feeds
Client
SAABALocation
Mumbai / IndiaYear
2023
SAABALocation
Mumbai / IndiaYear
2023
The Challenge
Saaba had a beautiful room and empty weekday nights. Great food, but no story that made someone book on a Tuesday.
The Opportunity
People don't book a meal, they book an evening. The brand needed to sell atmosphere, ritual and anticipation — not just the menu.
The Strategy
A cinematic launch film, a warm editorial photography direction, and a social content system engineered around bookable moments and occasions.
The Work
Campaign conceptLaunch filmPhotographySocial creativeContent system
The Result
+2.1M
Campaign views
+58%
Weekday covers
3 mo.
To full weekends
Sell the evening, not the entrée. The campaign gave people a reason to choose the night.
Next project
MERAKI