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.