The Weekend
A constellation creator launch for The Weekend Wine & More — a Moroccan-inspired fine-dining and wine destination on the upper deck of Gardens Galleria Mall, Noida. Twenty creator handles activated, seventeen active across four audience verticals, combined reach 2.55M. One venue, one weekend, one cultural arrival.
Don't sell the menu. Build a constellation.
01 The Snapshot
The Weekend Wine & More opened on the upper deck of Gardens Galleria Mall, Noida — a saturated F&B floor with established competition. The brief to 98 was not "promote a restaurant"; it was "make sure the city's content audiences walk through this venue's door before the algorithm decides what it is".
98 designed the launch as a constellation: twenty creators activated across four distinct audience verticals, each shooting the venue through their own grammar, all sharing a tag-stack and geo-pin discipline. Seventeen handles remain active at the time of this writing — three creators have since rotated handles or closed accounts; their contribution is captured in the contemporaneous archive.
02 The Challenge
Gardens Galleria already had an established F&B floor in mid-2022. The Weekend was the new tenant on a deck where every neighbouring window already had foot traffic, regular guests, and an Instagram tag stack of its own. A maximalist Moroccan wine bar opening into that ecosystem could not announce itself with a hoarding or a Zomato listing — both would read as "another opening". It had to enter the city's content stream as a place that was already a story.
03 The Strategic Move
A single hero creator post would have been an ad. Three would have been a campaign. We chose twenty, mapped across four audience pools, each picked for the specific audience moment they could capture inside the room. Each creator's content reads as their own; the consistent grammar (the Moroccan setting, the tag stack, the geo-pin) does the work of making them feel like a chorus.
04 Events & Invites
Beyond the constellation creator activation, 98 designed and produced the event collateral around The Weekend's launch quarter. The Rock n' Brunch Sunday service was a deliberate calendar-broadening move — extending The Weekend's evening positioning into a daytime occasion without breaking the room's editorial tone. The invite below was deployed across creator dropbox seeding and direct-DM inbound to the marquee roster.
05 How It Was Run
A constellation launch is logistics first, creative second. Twenty creators across three weeks, one venue floor, one F&B team. 98 held the venue, the kitchen schedule, and the creator roster on one continuous timeline.
The verified roster
@_sukku_@aaanchalll__@apoorvamishra_@bhavna24choudhary@chahat.tandon@divyanshibatraa_05@food_travel_etc@harsh.aryaa@howwyouudoinnnn@kulvirmalhotra
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.