Restro & Pub
ARC Club
Project Overview
ARC Club is Bhilai’s first multi-level premium restro-bar and club, offering rooftop dining, lounge experiences, banquets, and a high-energy nightclub. The brand wanted to establish itself as the city’s #1 premium-yet-inclusive hangout destination for youth, families, and corporates — blending food, cocktails, music, and events into one complete experience.
Campaign Duration
May 2025 – Present
THE CHALLENGE
ARC entered a new but competitive market, where existing cafés, lounges, and hotels already had recall. The challenge was to overcome the perception of being “only a club,” build a multi-experience positioning, and drive consistent weekday as well as weekend traffic. Additionally, ARC needed to differentiate from Raipur competitors like Sangria and Shimmers while creating a strong digital identity locally.
WHAT WE DID
We positioned ARC under the Jester + Ruler archetypes — fun, celebratory, yet premium and aspirational. Our campaigns blended event-led storytelling, influencer collabs, vibe-based reels, and WhatsApp-driven lead funnels. Weekly theme nights (Bollywood, Techno Fridays, Fire Shot Fridays) were amplified with high-energy reels and live event coverage, while family dinners and rooftop dining were promoted through community-first storytelling. Google My Business optimization boosted discoverability, and WhatsApp ads converted high-intent audiences into direct inquiries and bookings.
IMPACT
The 2025 campaigns for ARC Club strengthened its brand presence and built a strong emotional connection with audiences in Bhilai–Durg. Through vibe-driven storytelling, influencer collaborations, and event-led content, ARC evolved from being seen as just a nightclub to becoming a complete lifestyle destination. The strategy successfully positioned ARC Club as the city’s leading multi-level hub for dining, nightlife, and celebrations, appealing to youth, families, and corporates alike.
BRAND FILM
Campaign: #PressureIsNotPadhai​
For SSGI, we created a powerful brand film under the campaign #PressureIsNotPadhai, which translates to "Study is not always a fight." This film focused on the immense pressure students face during exams for various academic branches. By depicting the real struggles students endure, the film aims to generate awareness and empathy among educators parents and society at large. Our approach highlighted that education should be about growth, not stress. The campaign successfully sparked conversations and helped to create a supportive environment for students facing exam-related pressures who were our main target audience.