Client
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Social Media
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Strategy
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Content
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PR
Where Punekars found their 2nd Home - The Story of Gruham
Derived from the Sanskrit word for “home,” Gruham was envisioned as more than just a restaurant. It was designed to feel familiar, warm, and emotionally rooted, a space where people could gather, connect, and feel a sense of belonging within a contemporary dining environment. With thoughtfully designed interiors, a modern ambience, and a concept deeply tied to emotion and culture, the challenge was to translate that feeling into communication that felt authentic, human, and memorable from the very beginning.
About the project
Creating Curiosity Through Emotion
1. Partnered with Gruham one month before launch to build anticipation.
2. Created a storytelling-led campaign rooted in nostalgia and cultural connection.
3. Used retro-inspired content, postcards, and people-led narratives to spark curiosity.
4. Introduced the brand philosophy before the restaurant opened.
5. Generated strong local buzz, making Gruham one of Kothrud's most anticipated launches.
Content Strategy & Brand Positioning
A Storytelling-First Digital Identity
Post-launch, the focus shifted towards building a long-term emotional identity for Gruham through content that felt natural, conversational, and culturally fluid.
Rather than confining the brand to a rigid communication style, the strategy allowed the content to evolve organically with audience behaviour, trends, moods, and moments.
The communication approach included:
A blend of Hindi, English, and Marathi language communication
Music choices ranging from retro classics and indie tracks to trending audio
Emotion-led captions and conversational storytelling
Community-focused content reflecting warmth, familiarity, and togetherness
This flexibility helped Gruham feel approachable rather than overly branded. The content mirrored the same comfort and openness that the physical space offered, creating a strong emotional connection with its audience online and offline.
Summary
The Outcome Turning A Restaurant Into A Feeling
Gruham positioned itself as more than a restaurant by building emotional recall through storytelling, culturally relevant communication, and people-first content. Blending nostalgia with modern aesthetics, the brand became a place audiences felt connected to—even before they walked through its doors. .
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