Deja Brew
Greater Kailash 2 has a café on every corner. Deja Brew needed to own a specific evening — sufi, sheesha, soft-lit social — not the daytime brunch grid.
8 creators across 39K to 532K — no single-tier saturation. The audience saw the same place from eight different feeds inside a 14-day window.
01 The Snapshot
Deja Brew · GK 2 · Delhi. Café · sufi & sheesha nights.
02 The Challenge
Greater Kailash 2 has a café on every corner. Deja Brew needed to own a specific evening — sufi, sheesha, soft-lit social — not the daytime brunch grid.
The brief was to convert a daytime café into the city's preferred 8pm spot for the fashion + UGC crowd in 4 weeks.
We needed a constellation, not a single voice — a stack that read as 'everyone you follow is going there'.
03 The Moves
Constellation roster. 8 creators across 39K to 532K — no single-tier saturation. The audience saw the same place from eight different feeds inside a 14-day window.
Evening-only briefs. Every frame was shot post-7pm. We deliberately removed daytime content from the campaign to harden the 'evening' association.
Sufi soundtrack lock. Same audio bed across creator stories created an unconscious recall — when the song surfaced anywhere on the FYP, viewers thought of GK 2.
The verified roster
@saanyaakhatterr · 533K@prakritisahaa · 426K@ishitanand · 240K@aayyuc · 134K@irasikka · 86K@aashkarabidani · 65K@vidishanand · 69K@tanejakashish · 39K
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.