Bombay Brasserie:
2M+ Reach Per Outlet,
25% CPL Improvement.

Bombay Brasserie is a well-established modern Indian cuisine brand with a strong metro presence across both company-owned and franchise outlets. The brand has significant recognition — but recognition doesn't automatically translate to table bookings and direct lead flow from digital channels.

The brief was to build an outlet-level performance marketing system that could drive qualified leads for dine-in across multiple cities simultaneously, while maintaining consistent brand standards across both company-owned and franchise locations.

The key structural decision was to avoid consolidated city-level campaigns. Instead, each outlet operates as its own performance unit with its own budget, creative set, audience targeting, and CPL benchmark.

• Outlet-level campaigns: 6 individual outlet campaigns across key metros — not grouped by city or region. Every outlet's performance visible in isolation.
• Audience design: High-intent dining audiences built from behavioural signals, location proximity, and interest overlap — not broad demographic targeting.
• Creative testing: Structured A/B tests across creative formats and messaging angles. Results used to inform the next creative cycle, not just reported and forgotten.
• Coastal Kissa seasonal campaign: A dedicated themed campaign for the seasonal menu rollout — with outlet-specific assumptions for CTR, frequency, and benchmarks based on prior data.
• Guwahati regional launch: Separate campaign architecture for a new regional market — local audience research, adapted messaging, and more conservative early benchmarks to account for market unfamiliarity.

The Guwahati launch was a distinct challenge — taking a nationally recognised brand into a city where audience familiarity and buying behaviour differed meaningfully from metro markets.

This performance — especially the best-case ₹18 CPL in a new market — validated the regional adaptation approach. Rather than importing city-level creative and hoping for the best, the messaging and audience targeting were rebuilt from local data.