FIRANGI SUPERSTAR
Brand Story | Copywriting | PR | Launch
THE BRIEF
More than a restaurant, Firangi Superstar is an other-worldly destination. Its story is rich, multi-layered, and unexpected. Where and how to start telling this story?
UNCOVERING THE STORY
On first look, Firangi Superstar stands regal, with an air of stiff luxury. But this illusion is quickly and pleasantly broken by every other element…
The restaurant’s sound system emits psychedelic rock tunes that waft through its four dining areas, tinge-ing them with trippy vibes. The menus present dish and cocktail names so quirky one cannot help but smile. The dining areas are each decked out to a specific theme, with numerous minute details, both hidden and apparent, that combine to create a real-er than real life experience.
Through conversation and observation with every person involved in creating the brand—from the Creative Director, Head Chef and Bartender, to the Operations Director and General Manager, I dug into histories, memories, and stories to get to know and experience the brand’s every side. Then, I articulated its rich, kaleidoscopic story into a succinct, evocative brand story.
ADVENTURE & SURPRISE AT EVERY TURN
One of the key challenges the entire team had in mind while navigating the launch was: How to capture the interest of the media—journalists, writers, and creators, who’ve been spoiled silly by the spectacular or disappointing antics of the thousands of brands that have come before?
To tell a story people want to hear/read, we deferred to our favourite stories and the elements and narrative devices that make them so good: characters we love (or love to hate), a plot, a goal and its many obstacles, recognisable motifs, pacing, cliffhangers.
The brand story was distilled, then broken down into five parts, four of which are set in the restaurant’s four dining spaces. Each story/scene tells of the strange events the brand’s unnamed protagonist experiences in his attempts to deliver invitations to Firangi Superstar’s first guests.
RESULTS
Journalists, writers, and creators were hooked. Some asked when the next part of the story would be delivered, others waited with bated breath.
The team also achieved one of its top goals of creating pre-opening buzz, thanks to exclusive features in some of Asia’s most prominent lifestyle media outlets, such as CNA Lifestyle.
In its first five weeks after opening, the restaurant’s reservation books were full, and kept a steady cadence well into the next six months. In 2024, English singer and songwriter, Dua Lipa also made a pit-stop at Firangi Superstar, calling it a must-visit.
PR & Marketing budget: USD 15k
Coverage, across print & digital outlets: valued at > USD 1.2m
Campaign duration: 6 months
Other notable mentions: Bloomberg, Condé Nast Traveler
See all five parts of the story here
