Daryaganj
"Inventors of butter chicken & dal makhani" — a heritage Indian house with the strongest origin claim in Indian-restaurant marketing.
Origin claims are credibility on credit. They earn the first read; not the second post.
01 The Snapshot
Daryaganj built its brand around the strongest origin claim on an Indian restaurant menu: this is where butter chicken comes from. Our job was to keep that story alive on social — without ever leaning on it so hard the brand felt like a museum piece.
02 The Strategic Move
We built creator content that spent the credibility on adjacency — modern dishes around the heritage anchor, drinks photography that didn't lean on the kebab platter, two creators with audiences in different rooms. The brand walks in as the inventor; the post walks in as a meal.
03 Activation 01 · The Walkthrough
Hero creator: @kavyaakapur — Toronto/Delhi digital creator, lifestyle & food. Four-frame restaurant takeover: warm wood-paneled interior with hanging spotlights → two-glass refresh shot ("Refresh") → seekh-kebab + tikki platter ("FOOD COMA") → the hero plate of butter chicken, dal makhani and naan ("yummy ❤️"). The chronology reads as an editorial walkthrough, not a sponsored grid.
04 Activation 02 · The Tandoor + Drinks Pass
Hero creator: @shrutimalikk — author, TED speaker, social activist. Two-frame focused drop: top-down tandoori platter ("Got a thing for tikkas 😋") and a three-glass cocktail-and-mocktail shot ("Drinks over food anyday!"). Different aesthetic, different audience tier — cleanly complementary to the first activation.
05 What This Proved
An origin claim is a brand asset, not a brand strategy. Daryaganj already has the butter-chicken story. The campaign job is what to do with the credit line — not how to repeat it.
Two creators in different rooms beat five in the same room. A lifestyle creator and a public-speaker can sell the same dish to two non-overlapping audiences. The cost of the second creator is the same as another five frames from the first — but the reach is genuinely additive.
The plate is enough. No event, no influencer trip, no chef tasting. Two creators, two visits, six frames — and the heritage stays alive on the feed.
The verified roster
@kavyaakapur@shrutimalikk
Sourcing. This is the case record as published in Ninety-Eight’s archive; the same data renders the case file on the landing page, so the two cannot disagree. Reach is combined follower reach — the sum of the follower counts of the handles that posted — not impressions, not views.