Khubani

Afternoon "spa lunch" — manicures while you eat. Plus a Levantine night-vibe sister concept, Habibi by Khubani.

"Gossip & Glam-Up. Everyday 1:00 PM to 6:00 PM." Sell the afternoon — that's the only product nobody else is selling.

01 The Snapshot

Khubani is a multi-level Delhi venue with ornate chandeliers, a glass-bottle wall, a glass roof, and an unusual product: spa lunch. Get a manicure while you eat. Sister concept Habibi by Khubani opens at night for sheesha + Levantine plates. We ran the biggest campaign of any brand in our book — five creators across five different audience tiers in a single season.

02 The Strategic Move

Lunch is the loneliest slot on a Delhi F&B calendar. Khubani's product wasn't dinner; it was the afternoon. We anchored the creative around the spa-lunch hook — "Who knows better to pamper and party if not Khubani?" — and put creators inside it. Manicures, mocktails, group photos, salt-cellars-of-mezze. The audience learned a new occasion: brunch's quieter, glossier sibling.

For the record: the spa-lunch programme at Khubani was introduced by 98 in collaboration with the venue. The hashtag set (#SpaLunch, #GossipAndGlamUp) and the 1:00–6:00 PM occasion-frame were both authored as part of the activation.

03 The Wave

@priakhanna ✓ · 129K · fashion / lifestyle. The opener — glowing "khubani" sign, banquette + plants ("Finally here! Let's see what's all the hype is about").

@missnidss ✓ · 254K · fitness, State Bench Press champion. Three frames — multi-level interior with chandeliers + glass ceiling, banquette portrait ("Who knows better to pamper and party if not Khubani?").

@anchalbhardwajj ✓ · 191K · beauty / lifestyle / mom life · L'Oréal partner. Nine frames — the full spa-lunch reveal: glass-bottle-wall entrance, the manicure-and-mezze ("an extraordinary spa lunch"), Aperol clinks, signature plates, the Hindi-script captions and the ornate-mirror selfies.

@harteerathsingh ✓ · 297K · social entrepreneur · Hemkunt Foundation founder · HarperCollins author. Two frames — fine-dining sushi-and-pizza spread, glazed pork-rib hero plate. The credibility-tier creator on the roster.

@lekshasethi · 17.2K · lifestyle micro. Two frames — and the only creator who took on the sister concept Habibi by Khubani: candlelit "habibi" neon, Levantine sheesha-and-kebab platter.

04 The Sister-Concept Layer · Habibi by Khubani

Habibi is Khubani's night side — sheesha bar, Levantine menu, candlelit. Same address, different daypart, different audience. We wrapped Habibi into the same campaign window with the youngest creator on the roster — letting the discovery feel like an "after-hours" extension of the spa-lunch story.

05 What This Proved

Daypart is product. Most F&B brands sell dinner. The wins are in the slots nobody else is selling — afternoon, late-night, brunch's middle hour.

Audience-tier diversification beats audience-size. Five creators in five different rooms (fashion, fitness, beauty, social-impact, lifestyle-micro) reach more distinct followers than five creators in the same room reach total. We picked for non-overlap, not headcount.

Sister concepts ride the parent's wave for free. Habibi got campaign equity by piggy-backing on the Khubani window. One brief, two openings.

The verified roster

@priakhanna@missnidss@anchalbhardwajj@harteerathsingh@lekshasethi