Project Overview

Nirula’s, a legacy brand loved for generations, wanted to connect with a younger audience who had grown up on new-age café culture but were unfamiliar with the brand’s story.
The goal was clearly to revive brand awareness among Gen Z and spark emotional engagement around love, nostalgia, and shared moments.

We designed a Valentine’s campaign where people could propose to their partner, planned or as a surprise, with Nirula’s help.
The most creative proposal won a free trip to Goa for two, turning the brand into a part of their love story.

Executed across social media and in-store activations, the campaign positioned Nirula’s as a space where modern love could meet old-school warmth.

Our Approach

We built the campaign around the idea of “Say it with Nirula's”
Nirula’s became not just a restaurant but a memory-maker, offering a safe and comfortable space to express affection.

Visually, the tone was romantic yet playful using soft pinks, reds, and warm lighting that reflected both nostalgia and freshness.
The content was conversational and fun, balancing modern love language with Nirula’s heritage charm

Our Priorities Included

• Reintroducing Nirula’s to a younger, social media–driven audience.

• Creating authentic engagement through an emotional, interactive campaign.

• Encouraging user-generated content via proposals and moments shared online.

• Maintaining Nirula’s signature warmth while appealing to Gen Z sensibilities.

• Using a strong incentive (Goa trip) to drive participation and virality.
  
  Key Challenges & Solutions

  Challenge: The Indian audience, especially in public or family-friendly spaces, often feels hesitant to engage in romantic gestures during Valentine’s week.
  Solution: We created a safe, welcoming environment both in-store and online where participants could celebrate love comfortably. The brand acted as a facilitator, not a spotlight, helping couples make their proposals more memorable and genuine.

  The result was a positive, feel-good brand moment that reintroduced Nirula’s as a place for real connections timeless, fun, and full of heart.