Rooh
Premium fine-dining at Ambawatta One — sufi nights, chef pop-ups, tasting-menu storytelling.
For premium dining, the room is the menu. Sell the room.
01 The Snapshot
Rooh is a fine-dining house at Ambawatta One, Mehrauli — Delhi's premium hospitality address. 98 ran the brand's social arc through three flagship occasions: a sufi night with a national-tier performing artist, a chef-curated cross-pop-up, and a Mother's Day brunch — each anchored on creators whose audience already pays for premium dining.
02 The Strategic Move
Rooh's premium positioning isn't an oil-and-onion story — it's an evening. The brand wins when a creator walks in for a sufi night, stays for a 7-course pop-up, and posts the courtyard, the lighting, the chef's plate, in that order. We built the calendar around occasions, not promotions — and let the creators carry the room into their feeds without a scripted brief.
03 Occasion 01 · Mausiqi · Sufi Night
Live performance by @shariqrmustafa at the Ambawatta One Courtyard — co-presented with GULDAVARI and Nitin Kohli Home. The creative angle: a culture-led evening with reservation-only seating; the social arc: invite card → on-the-night reels → next-day plated-dish recap.
Hero creator: @mallaica — 4-photo reel pairing the courtyard performance, the Rooh signage at night, a plated savoury, and a portrait of the creator in evening wear. The format the audience reads as an editorial review, not a sponsored post.
Brand-share: @tanejakashish reposted the invite to her audience as a "going-tonight" share — the highest-trust creator format because it carries no edit.
04 Occasion 02 · ROOH × ARCH 7-Course Pop-Up
A cross-chef pop-up curated by @chefnehalakhani and @chefashaydhopatkar — a 7-course European-Indian tasting menu running across one weekend.
Hero creator: @drdiptidhillon — multi-slide story arc: chef-collab menu card under low light, four plated dishes (amuse, a savoury, a chocolate-sphere dessert, scallop-style course), a group photo of "happy faces after a 7-course European-Indian meal." Caption: "Pop up is on until this weekend!" — direct conversion-to-reservation moment.
05 Occasion 03 · Mother's Day Brunch
Hero creators: @sanagrover with her mother + @vineyskapur. Caption: "@roohnewdelhi setting the perfect vibe for Mother's Day brunch 🤍." Plated tartare-style starter, beautifully styled bar arch, two-shot of the family — every frame reads premium, but the dedication is human.
Note: @sanagrover also appears in our YYC roster — a cross-brand creator inside the 98 book, the trust travelling with her across two premium tiers.
06 What This Proved
Occasion-led calendars beat product-led calendars at premium tiers. Sufi night, chef pop-up, Mother's Day — each a reservation-driver with its own creative grammar.
Cross-creator-pool economics. Sana Grover at Rooh is the same Sana Grover who posted at TBSP — one creator, two premium clients, shared cost basis.
The room as the menu. Rooh's brand is the courtyard, the bar, the lighting, the plate — not a slogan. Every reel we shipped showed those four, in that order.
The verified roster
@drdiptidhillon@sanagrover@mallaica@tanejakashish@vineyskapur
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.