Tablespoon (TBSP)
17 creators delivering 3.47M combined reach for TableSpoon — a Yum Yum Cha umbrella brand operating Delhi multi-cuisine. 8 verified handles, 64 story frames. Anchored on Varun Verma (590K verified digital creator), Shreya Chadda (480K), Toshali Paliwal (360K verified), Harteerath Singh (297K verified), Saaniya Khanna (264K verified).
Multi-cuisine becomes multi-personality when the creator stack carries five audience classes.
01 The Snapshot
TableSpoon sits inside the Yum Yum Cha umbrella — a contemporary multi-cuisine venue from a hospitality group already known for its Asian flagship. The brief to 98 was to give TableSpoon a feed identity distinct from the parent brand: not 'Yum Yum Cha's other place', but a destination that earns its own creator-stack vocabulary. Multi-cuisine is the hardest brief to land in Delhi — it doesn't have the singular hook of Levantine or Italian or Asian.
98 mapped 17 creators across 64 story frames. Five marquee anchors above 260K each (Varun Verma 590K, Shreya Chadda 480K, Toshali Paliwal 360K, Harteerath Singh 297K, Saaniya Khanna 264K) — every one of them in a different audience class. Multi-cuisine maps to multi-creator-class. The campaign positioned TableSpoon as an independent destination while quietly leveraging the operational depth of the Yum Yum Cha group behind it.
02 The Challenge
Multi-cuisine venues face a positioning trap — the broader the offering, the less specific the audience read. TableSpoon had a second layer: it needed feed-identity independence from its parent (Yum Yum Cha) without breaking the operational continuity. The campaign had to give the venue a personality that compensated for menu breadth and quietly distinguished it from the umbrella brand.
03 How It Was Run
98 ran the TableSpoon · a Yum Yum Cha brand · Delhi launch as a four-stage operation: brief and concept, creator match, visit choreography, and asset handover.
04 What Delivered
The TableSpoon · a Yum Yum Cha brand · Delhi 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
TableSpoon is 98's case for the contested-category brief. When the menu can't define the personality, the creator-stack does. Five audience classes, one venue, five distinct reads of the same room.
The verified roster
@_sukku_@anandbhavika@anchalbhardwajj@harteerathsingh@jalmeentalwar26@jhalli_bypriasethi@kitchen_tikka@nanditamiglani@ningladheer@saaniyakhanna@sanagrover
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.