Farzi Cafe
98's highest-reach concentrated activation. 20 creators delivering 6.49M combined reach for Farzi Cafe — Massive Restaurants' contemporary Indian concept. Anchored on Amar Sirohi (@foodie_incarnate, 2.35M public figure), Syma Verma (766K), Saanya Khatter (532K), Mehak Dhawan (338K), Harteerath Singh (297K). Founder Zorawar Kalra (Massive Restaurants) in the supporting roster — a rare founder presence.
When the brand is already known, the creator stack reminds — it doesn't introduce.
01 The Snapshot
Farzi Cafe is a Massive Restaurants concept — contemporary Indian, multi-city, already a known name. The brief to 98 was specific: re-engage Delhi's food creator community after a pandemic-era visibility dip. The KPI wasn't 'launch the brand' — Farzi was already known. It was 'reaffirm the city's relationship with the venue'.
98 anchored the campaign on Amar Sirohi (@foodie_incarnate, 2.35M verified public figure) — India's most-followed food creator. Syma Verma (766K verified reel creator), Saanya Khatter (532K verified public figure), Mehak Dhawan (@foodiesince96, 338K verified), and Harteerath Singh (297K verified) backed him up. Founder Zorawar Kalra appeared in the supporting roster — a founder-cameo pattern 98 has reused successfully on Poetry.
02 The Challenge
Re-engagement campaigns are different from launch campaigns. The brand is not new — diners have priors, both positive and dormant. The job is to remind, not to introduce. That requires creators whose audiences will read 'oh, I forgot how good that is' — not 'oh, what's that?'.
03 How It Was Run
98 ran the Farzi Cafe · Massive Restaurants launch as a four-stage operation: brief and concept, creator match, visit choreography, and asset handover.
04 What Delivered
The Farzi Cafe · Massive Restaurants campaign produced four distinct asset classes — built to live beyond the launch window and re-run on the brand's owned channels.
05 98 · The Capability
Farzi Cafe is 98's case for re-engagement campaigns. The mega-anchor (Amar Sirohi 2.35M) carries the message; the founder cameo carries the credibility; the verified density signals institutional weight. Same playbook applies to any brand that's gone quiet and needs to come back loud.
The verified roster
@aakshikashyapofficial@aavyaduggall@callmesrish@chetanngoel@eatthisdelhi@farzicafe@foodie_incarnate@foodiesince96@harteerathsingh@ilishask@kalradd
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.