SOCIAL has launched Mela Mexicana, a month-long celebration of Mexican food and culture across its outlets, turning July into an immersive cultural experience for diners. The initiative features themed menus, live music, games, décor, workshops and community events, creating reasons for customers to visit beyond just dining.
The campaign is strategically timed during July, a relatively quiet period in India's marketing calendar. According to Divya Aggarwal, Chief Growth Officer at Impresario Entertainment & Hospitality, the monsoon season and the lack of major festivals make it an ideal opportunity to introduce a fresh consumer experience.
Developed in collaboration with the Embassy of Mexico in India, Mela Mexicana draws inspiration from the cultural similarities between India and Mexico, including their shared love for food, family, music, colour and community. The menu has been curated with cultural inputs while being adapted to suit SOCIAL's distinctive style.
Visitors can enjoy Mexican-inspired dishes, cocktails, salsa evenings, themed workshops, live Latin music and community-led activities. Every evening, SOCIAL outlets also host a lively celebration featuring staff in sombreros, music and complimentary shots, creating a shared festive moment for guests.
The campaign is being promoted through digital platforms, creators, PR, hyperlocal marketing and brand partnerships. SOCIAL expects initiatives like Mela Mexicana to drive higher footfalls, increase customer engagement and encourage repeat visits while strengthening its positioning as an experience-led dining destination.
Targeted primarily at Gen Z and millennials, the campaign reflects SOCIAL's broader strategy of transforming its outlets into cultural and social spaces where memorable experiences take centre stage.
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