Our Work
R Bhagat Tarachand
Turning a 60-year-old legacy into a viral internet favourite
R Bhagat Tarachand is more than a restaurant, it’s a legacy.
With over 60 years in the industry, the brand has built a loyal customer base across generations. It’s the kind of place your parents and grandparents swear by, known for its consistency, familiarity, and deeply rooted presence in Mumbai’s food culture.
But while the brand thrived offline, its digital presence hadn’t caught up with its legacy.
With over 60 years in the industry, the brand has built a loyal customer base across generations. It’s the kind of place your parents and grandparents swear by, known for its consistency, familiarity, and deeply rooted presence in Mumbai’s food culture.
But while the brand thrived offline, its digital presence hadn’t caught up with its legacy.
The Opportunity
The goal wasn’t to “build awareness.” People already knew the brand.
The real challenge was:
How do you make a legacy restaurant relevant to a younger, digital-first audience?
How do you make Gen Z not just know the brand, but choose it?
Our Approach
We didn’t treat this like a traditional F&B page. We built it like a content-first, internet-native brand.
Instead of polished, campaign-heavy content, we focused on:
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Shareable formats
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Relatable humour
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High-frequency, engagement-driven reels
The objective was simple:
Make people stop, watch, share and remember the brand
The Breakthrough: Daadu
In the process, we discovered something powerful. Daadu. The grandfather runs the restaurant alongside his son and grandson.
What started as a simple appearance quickly turned into:
What started as a simple appearance quickly turned into:
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The face of the brand
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A recurring content format
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A full-fledged IP
Daadu became instantly recognisable, and more importantly, instantly lovable.
Building Virality at Scale
Once we identified what worked, we doubled down.
We created:
We created:
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Staff-led reels
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Meme-driven content
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Relatable, everyday moments inside the restaurant
The Breakthrough: Daadu
Social Media Management Day-to-day running of PDF's Instagram u2014 content calendar, captions, scheduling, and community management. The tone stays consistent: warm, proud, and rooted in Mumbai.
nContent Production Monthly shoot days planned around the product calendar. iPhone and professional camera, depending on what the content calls for. The feed gets range u2014 polished imagery alongside content that feels lived-in and real.
nSocial Media Strategy Every month mapped out in advance u2014 what's launching, what's seasonal, what conversations PDF should be part of. Strategy first, content second.nORM Every comment, review, and DM handled on time and on brand. A brand with this much love deserves responses that match it.
nEvent Showcase & Capture When PDF has a moment u2014 a launch, an activation, a tasting u2014 we're there to capture it and extend it well beyond the day itself.n
nContent Production Monthly shoot days planned around the product calendar. iPhone and professional camera, depending on what the content calls for. The feed gets range u2014 polished imagery alongside content that feels lived-in and real.
nSocial Media Strategy Every month mapped out in advance u2014 what's launching, what's seasonal, what conversations PDF should be part of. Strategy first, content second.nORM Every comment, review, and DM handled on time and on brand. A brand with this much love deserves responses that match it.
nEvent Showcase & Capture When PDF has a moment u2014 a launch, an activation, a tasting u2014 we're there to capture it and extend it well beyond the day itself.n
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Social Media Management
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Content Production
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Social Media Strategy
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ORM (Online Reputation Management)
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Event Showcase & Capture
Key Campaigns
Kala Ghoda & Delhi Store Launch
The Kala Ghoda store launch marked an important moment for Crimzon as a brand rooted in design, culture, and city relevance and the Delhi store launch was the first time Crimzon stepped into another city.
nFor both these campaigns, we:n
nFor both these campaigns, we:n
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Crafted a narrative that went beyond just announcing a store
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Built anticipation through visual storytelling and on-ground moments
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Aligned online content with offline experiences to create a cohesive launch presence
The result was a launch that felt premium, cultural, and distinctly Crimzon, with strong engagement both online and at the store.
From Content to Culture
The biggest shift wasn’t just online.
People started walking into the restaurant asking:
“Where is Daadu?”
That’s when we knew:
This wasn’t just content anymore.
This was culture translating into real-world footfall.
Black Friday Sale Campaign
Black Friday required a careful balance, driving urgency and sales without compromising the brandu2019s luxury positioning.
Black Friday is Crimzonu2019s single biggest sale moment of the year. A high-intent, high-traffic online, only property that the brand builds significant momentum around. Since itu2019s the only large-scale sale Crimzon runs annually, the campaign needed to create urgency and drive conversions, while still protecting the brandu2019s luxury positioning. The challenge was to make the communication feel elevated and aspirational and without slipping into loud, discount-led messaging. And for the this property,
nWe:n
Black Friday is Crimzonu2019s single biggest sale moment of the year. A high-intent, high-traffic online, only property that the brand builds significant momentum around. Since itu2019s the only large-scale sale Crimzon runs annually, the campaign needed to create urgency and drive conversions, while still protecting the brandu2019s luxury positioning. The challenge was to make the communication feel elevated and aspirational and without slipping into loud, discount-led messaging. And for the this property,
nWe:n
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Conceptualised sale creatives that felt elevated, not loud
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Worked closely with the ads team to ensure visuals were conversion-friendly
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Designed assets that translated seamlessly across social, website banners, and offline touchpoints
The campaign delivered high-performing, sale-driven ad assets while maintaining Crimzonu2019s aspirational identity.
Beyond Campaigns
In addition to social media and campaign execution, Ripple Reach played a key role across multiple brand touchpoints:
1
Supported 3 major
store launches
store launches
over two years with integrated online and offline storytelling
2
Conceptualised and
executed
executed
campaigns for Crimzonu2019s OTT pair, Future Archivesn
3
Delivered offline
creatives
creatives
website banners, and product launch assets
4
Ensured visual and
narrative
narrative
consistency across platforms
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- n Brand-Led Content Strategy
n We developed a strategy that aligned with Saroju2019s strengths, fabric expertise, styling knowledge, and customer curiosity.n n - n Signature IP: Decoding Outfits
n To make content more meaningful and searchable, we created a property called Decoding Outfits. Short, engaging videos showing how to turn fabrics into complete looks.n n - n Scroll-Stopping Reels & Visuals
n We produced and edited short videos that highlighted fabrics in motion, styling transitions, and customer stories, creating higher visibility in feed and Explore.n n - n Consistent Posting & Community Engagement
n With a clear calendar and posting schedule, we kept the audience engaged through timely festive content, tips, and a strong ORM to build the community.n n
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n
n
Beyond Social Media
Our role extended far beyond content.
We worked on a complete brand refresh, bringing the identity up to date while respecting its legacy.
This included:
We worked on a complete brand refresh, bringing the identity up to date while respecting its legacy.
This included:
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New visual identity
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Menu redesign
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Packaging (paper bags)
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Staff uniforms
We also led the Powai outlet launch, ensuring the brand’s digital presence supported its physical expansion.
