Social Media Marketing · Performance Marketing · Google Ads · Branding
Urban Vada Pav
A bold street food brand serving 17 unique vada pav flavours at Triton Mall, Jaipur. Needed a digital identity, a content system that drives footfall, and paid ads that bring in consistent walk-ins from the right local audience.
Results
- Daily footfall grew from 40 to 210 — 5x increase
- Instagram followers grew from 180 to 12,400
- Cost per walk-in reduced from ₹220 to ₹58
- Google Maps searches grew from 90 to 3,800 per month
- Weekend revenue grew from ₹18,000 to ₹94,000
The Challenge
What was holding growth back
Urban Vada Pav had something genuinely fun: 17 flavours of vada pav under one roof, great pricing, and a location inside one of Jaipur's busiest malls. But nobody outside the mall knew it existed. No brand identity worth remembering, no social media presence, and zero paid marketing. Footfall was entirely dependent on walk-by traffic. In a mall with dozens of food options competing for the same customer, invisible is the same as closed.
Strategy
Street food marketing lives or dies on energy. Nobody shares a post about a food brand that looks boring. The whole strategy was built around making Urban Vada Pav feel like a personality, not just a stall. Branding and growth work to give the brand a real identity. Social media marketing to build local awareness and give people a reason to specifically come in. Performance marketing and Google Ads to reach food lovers in Jaipur already searching for places to eat nearby.
What We Did
- Built full brand identity with bold colours, punchy typography, and Hinglish brand voice
- Built visual system for social, packaging, and in-store use
- Built full Instagram content system with flavour reveal Reels, kitchen content, and challenge posts
- Wrote Reel scripts in Hinglish with natural street food energy
- Built content calendar around weekends, festivals, and local Jaipur events
- Launched Meta ad campaigns targeting food lovers within 10km of Triton Mall
- Tested flavour-specific creatives against general brand ads
- Built Google Ads campaigns for high-intent local food searches
- Set up Google Maps ads to capture nearby foot traffic actively looking for food
Strategy Overview
Built a full brand identity around the spirit of Indian street food with a modern twist — bold colours, punchy typography, and a Hinglish brand voice. Built a full Instagram content system with flavour reveal Reels, kitchen content, and challenge-style posts. Launched Meta ads targeting food lovers within 10km of Triton Mall. Built Google Ads campaigns for high-intent local searches and Google Maps ads to capture nearby foot traffic.
By the numbers
Before vs After
| Metric | Before | After |
|---|---|---|
| Daily Footfall | 40 | 210 |
| Instagram Followers | 180 | 12,400 |
| Cost Per Walk-in | ₹220 | ₹58 |
| Google Maps Searches | 90/month | 3,800/month |
| Weekend Revenue | ₹18,000 | ₹94,000 |
Key Insight
The flavour reveal Reels were the single best performing content format throughout the entire project. Showing a new or unusual flavour with a strong hook in the first two seconds consistently got saves and shares from local food lovers who then tagged friends and planned visits. User-generated content from customers trying all 17 flavours started coming in organically by month two. Google Maps ads were the biggest paid surprise — people standing inside or near Triton Mall searching for food options were being shown Urban Vada Pav at exactly the right moment. Cost per walk-in from Maps ads was the lowest of any channel.