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Redefining an iconic F&B brand
in Melbourne CBD

Rebranding | Launch Marketing

Rated the #1 restaurant in Melbourne on TripAdvisor, Chilli India has several locations around the city, and is known for its authentic flavors and vibrant atmosphere. 

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Their Docklands location needed to transition from a classic restaurant format to Melbourne’s most exciting bar & kitchen. 

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This initiative involved a holistic upgrade of its visual identity, targeted marketing efforts, and strategic campaign planning to engage existing customers, while also attracting new audiences.

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  • Perception Shift: Transitioning from a food-focused restaurant to a full-fledged bar & kitchen.

  • Target Audience Engagement: Catering to a diverse audience, including families, sports enthusiasts, and urban professionals.

  • Brand Awareness: Establishing Chilli India Docklands as a go-to destination for Indian cuisine and bar experiences in Melbourne CBD.

Challenges

Solutions

1.  Strengthen engagement with existing customers

  • Loyalty Campaigns: Exclusive, personalized relaunch campaigns for repeat customers.
     

2.  Attract game-day audiences

  • Event Marketing: Special Meta campaigns targeting game-day crowds at Docklands.
     

3.  Introduced Vindu Bhojanam — Weekend Thali Concept

  • Positioned and promoted as a family-friendly offering, appealing to a wider demographic.

Key Branding & Marketing Activities

1. Visual Identity Upgrade: Comprehensive redesign of branding to align with the bar & kitchen theme.

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2. Social Media Planning and Execution: Photoshoot supervision, content strategy & influencer collaborations.

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3. Brand Awareness Meta Campaigns: Targeted ads focused on Docklands residents and Melbourne CBD professionals, highlighting key offerings such as bar nights, signature cocktails, and live event screenings.

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4. Listings & Reviews: Optimized listings on platforms like AGFG, TripAdvisor, and Google Maps. Encouraged customer reviews post-relaunch to build credibility and drive organic traffic.

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Results

  1. Enhanced Brand Perception: Successfully redefined ChilliIndia Docklands as a premium bar & restaurant.
     

  2. Increased Footfall: Achieved a 40% increase in walk-ins within the first month.
     

  3. Expanded Revenue Streams: The Vindu Bhojanam thali concept gained traction, especially among families.
     

  4. Digital Impact:

    • Social media reach grew by 50% through influencer campaigns and targeted posts.

    • Higher engagement on platforms like AGFG and TripAdvisor boosted organic discovery.
       

ChilliIndia Docklands is now the talk of the
town — not just as a restaurant but as Melbourne’s most beloved bar & kitchen.

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