Modular Kitchen & Railings Showroom
ARC Club + MicDrop! Advertising
A Modern Hospitality Brand Rebuilt Into a High-Energy Digital Experience
Project Overview
ARC Club is Bhilai’s first true multi-vibe destination - rooftop, lounge, restro-bar, banquet, open-air zone, and a full club. But despite this scale, ARC wasn’t reaching the audience it was meant for. Awareness was low, positioning wasn’t clear, and digital recall didn’t match their physical experience.
They didn’t need “posting”
They needed strategic clarity - a brand voice, a digital personality, and a system that pulls people in every day of the week.
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MicDrop became ARC’s strategic partner - shaping their brand behaviour, digital presence, and lead engine.
Campaign Duration
April 2025 – Present
CHALLENGES
1. Known offline, invisible online
A premium venue wasn’t showing up where its audience lives.
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2. Misunderstood positioning
People saw ARC as “just a club” not a full multi-experience destination.
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3. Weekend-heavy footfall
Weekdays lacked momentum and visibility.
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4. Low trust for high-value bookings
Banquets and private events needed credibility.
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5. Price-sensitive audience
Bhilai needed to understand ARC’s “premium yet accessible” value.
BRANDING
We refined ARC’s curved, minimal logo so it stays consistent across nightlife, dining, rooftop and banquet communication.
Benefit: Makes the brand instantly recognisable and visually unified across all experiences.
The Logo System
The Colour System
A palette built around warm golds, beige, black and ARC’s signature gradients.
Benefit: Gives the brand a luxurious, inviting tone that works for both high-energy nights and elegant events.
The Graphic Language
ARC’s visuals use arc-shaped line patterns taken directly from the logo to create frames, layouts and textures.
Benefit: Adds movement and identity to every creative, making ARC instantly identifiable even without a logo.
Communication Framework
ARC didn’t just need posts.
They needed clarity - what ARC stands for, who it speaks to, and how the brand behaves online.
We built:
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A clear positioning: ARC = Bhilai’s most versatile celebration-first venue
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Messaging pillars around vibe, mood, premium-accessible dining, and event culture
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Audience-segment messaging (Gen Z, millennials, families, corporates)
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Archetype-based voice: Jester (70%) + Ruler (30%)
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A communication mindset that balances energy with elegance
This made the brand relatable across all categories - students, professionals, families, and event planners.
STRATEGY
We built a two-lane strategy
A
Build the Brand Online (Organically)
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We created a social system that captured ARC’s energy - vibe reels, food content, event films, creator collabs, rooftop experiences, and community-led storytelling.
The goal was to make ARC look like the place people want to be.
B
Build the Lead Engine
(Paid Ads)
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Meta ads + WhatsApp funnels turned interest into action - RSVPs, bookings, table confirmations, and banquet enquiries.
Let Numbers
do the talking
From the ads + content ecosystem
Conversations Started
1075
Estimated Revenue in 3 Months
1.3Cr
₹
Total Spend
25,469
Impressions
49,05,511
New WhatsApp Reach
917
Footfall record broken during Sufi Night, Karaoke Fridays & events
Instagram Engagement Growth
3.2x
This wasn’t a short-term campaign. It was a full-scale social media strategy that created a strong, reliable digital identity for the brand.
RESULTS
ARC now has a digital engine that fuels its weekly footfall, event bookings, and overall brand leadership.
1. ARC became Bhilai’s most talked-about venue
Clear recall and strong brand perception.
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2. A digital identity that finally matched the physical experience
The brand looked premium, energetic, and consistent.
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3. Daily engagement and weekday footfall improved
More conversations, more table bookings, more buzz.
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4. High-intent enquiries across club, dining, and banquets
WhatsApp became their strongest conversion tool.
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5. Massive revenue impact
₹1.3 Cr in 3 months from digital-driven footfall.