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Rajdhani at nesco
Turning a Restaurant Launch into a Cultural Moment
CHALLENGE
When Khandani Rajdhani decided to open at Nesco, the brief wasn’t just to announce a new outlet, it was to make people notice it. Nesco isn’t your typical high-street location. It’s an exhibition complex. People come for events, not necessarily to dine. Which meant one thing: We weren’t just launching a restaurant.
We were introducing a new behaviour.
The task was to build awareness in a space where none existed, and to make Rajdhani feel like a destination people would actively seek out.
APPROACH
We designed the launch as a phygital campaign, blending on-ground presence with digitalamplification. Not sequentially, but simultaneously.
The campaign unfolded in four phases:
Pre-buzz → Countdown → Launch → Sustenance
1. Pre-Buzz: Take the Brand to the Streets
Before saying anything online, we made people see something offline.
We turned Rajdhani’s own chefs and servers into brand carriers,
placing them across Goregaon’s busiest touchpoints: metro stations, bus stops, junctions, even inside transit spaces.
Each held bold, playful placards:
“There’s a new king in town.”
“Goregaon, your thali is waiting.”
“Unlimited happiness, coming soon.”
This wasn’t a static OOH campaign.
It was human, moving, and impossible to ignore.
People stopped. Looked. Took photos. Shared.
Without revealing the full story, we created curiosity, recall, and conversation, offline first, digital next.
2. Countdown: Build Desire Without Full Reveal
Once curiosity was seeded, we moved online.
We didn’t show the restaurant.
We showed fragments of it:
Thali plating in motion
Steam rising from fresh dishes
Kitchen prep, textures, colours
Ambient glimpses without full disclosure
Layered with a structured countdown, this phase was designed to withhold just enough, so people kept coming back.
To sharpen intent, we ran hyperlocal targeted ads around the Nesco catchment, ensuring the right audience saw the story unfold.
3. Launch: Design an Experience Worth Sharing
The launch wasn’t treated as a single event.
It was designed as a two-day experience, both physical and digital.
Day 1: The Ritual (Puja)
Traditional puja marking the opening
Kitchen inauguration
Team and family participation
But instead of keeping it closed, we opened it digitally.
Live stories captured everything in real time, from rituals to first servings giving audiences a virtual front-row seat.
Day 2: The Experience (Public & Influencer Event)
We knew dining alone wouldn’t create recall.
So we built an immersive cultural layer:
Live lac bangle making stations
Saafa tying experiences
Kacchi Ghodi folk dance performances
Live music and interactive moments
Chefs engaging directly with guests
The idea was simple:
Don’t just serve food, serve Rajasthan on a Thali.
Every moment was designed to be:
Experienced offline
Captured in real time
Amplified digitally
From people dancing during performances to creators documenting their experience,
this became content that travelled far beyond the venue.
4. Post-Launch: Turn Attention into Habit
After the opening, we shifted focus from excitement to consistency.
Customer-led content (reactions, rituals, repeat visits)
Offer-driven hooks tailored to behaviour
Continued digital amplification to maintain recall
This ensured the launch wasn’t a spike, but the start of sustained footfall.
IMPACT
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+20% increase in pre-launch engagement vs previous campaigns
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1.5M+ influencer reach during launch phase
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Strong word-of-mouth across Goregaon and surrounding hubs
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Noticeable increase in table bookings and online orders post-launch
Conclusion
This wasn’t a conventional restaurant opening.
It was a designed experience where streets became media, culture became content,
and every moment was built to be seen, shared, and remembered.
At Le Soleil, we don’t rely on announcements.
We build launches that people walk into, talk about, and come back to
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ACCOUNTS REACHED IN 7 DAYS
ACCOUNTS REACHED IN 30 DAYS
