Dishoom: The Dishoom Story Plates

This case study describes how Bombay café-inspired restaurant Dishoom launched a new site in London's East End using story plates.

Dishoom: The Dishoom Story Plates

OgilvyOne London

Objective of the campaign

Bombay style cafe Dishoom was to open a 200 seater restaurant in London's East End. To give the restaurant authenticity and stand out from the hundreds of other Indian restaurants in the area, we needed to create a point of difference and establish a new loyal base of customers.

The co-founder of Dishoom, Shamil Thakrar, did not think advertising fitted with the Dishoom brand, so we had to find a different way to achieve the above objectives while remaining true to the brand's persona of being authentic, quirky and...

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