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Bikanervala Hyderabad Launch: How We Made a New Store the Talk of the City

New Store Launch — Hyderabad

From Day Zero to Hyderabad’s
Most Talked-About Sweet Shop

A 30-day launch blitz across Influencer, Meta, YouTube & Display — engineered in three acts to turn a brand-new Bikanervala store into a city-wide conversation.

38,000+
Opening Week Footfall
34
Influencers Activated
1.2 Cr+
Total Impressions
18L+
Video Views
38,000+ Opening Week Footfall34 Influencers Activated1.2 Cr+ Total Impressions18L+ Video Views265+ UGC Pieces6,800+ Launch Day Footfall28L+ Influencer Reach8.5L+ Hashtag Impressions38,000+ Opening Week Footfall34 Influencers Activated1.2 Cr+ Total Impressions18L+ Video Views265+ UGC Pieces6,800+ Launch Day Footfall28L+ Influencer Reach8.5L+ Hashtag Impressions
The Challenge

Launching a Legacy Brand in a Brand-New City

Bikanervala is beloved across North India. In Hyderabad, they were starting from zero.

Zero Local Recognition

Bikanervala is an icon in North India. In Hyderabad? A blank slate. No followers, no word-of-mouth, no local trust — just a shuttered storefront and 30 days to make it matter.

Fierce Local Competition

Hyderabad’s sweets scene is crowded with legacy local brands carrying decades of loyal customers. Breaking in required more than great mithai — it required a cultural moment.

Building Hype With No Hook

How do you build anticipation for a store nobody knows is coming — without revealing who you are — while generating real footfall intent before Day 1? That was our puzzle to crack.

The Strategy

We Didn’t Launch a Store.
We Wrote a 30-Day Story.

Three carefully timed acts — each building on the last — designed to turn curiosity into craving, and craving into a queue around the block.

Phase 01  ·  Days 1–10

Pre-Launch
Suspense

“Something sweet is coming to Hyderabad…”

22 micro-influencers received cryptic mystery boxes — regional sweets, zero branding
Cryptic teaser ads on Meta & YouTube — intrigue only, no reveal
AdRoll retargeting pixels planted on all teaser traffic
3.8L+
Reach before brand reveal
→
Phase 02  ·  Days 11–20

Coming Soon
Curiosity

“Hyderabad, your wait is almost over.”

Partial brand reveal — “Bikanervala is coming” drops across all channels
12 mid-tier influencers (50K–500K) join with BTS store-setup content
DM/Follow campaign: “DM us to know opening day first”
8,200+
Store IG followers before opening
→
Phase 03  ·  Days 21–30

Grand Reveal
& Launch Day

“All 34 influencers. One day. Hyderabad went wild.”

All 34 influencers posted simultaneously on launch day
Live store coverage, tasting reels, opening-day queues — organic UGC flooded
3 signature items sold out in the first 48 hours
6,800+
Footfall on launch day alone
Channel Breakdown

How We Deployed ₹8 Lakhs
Across 4 Channels

Every rupee placed where it would create the most impact at the right phase of the campaign.

Influencer Marketing
₹2.4L  ·  30% of Budget
Influencers Activated 34
Combined Reach 28L+
Video Views 12L+
UGC Pieces 265+
Meta Ads
₹1.8L  ·  22.5% of Budget
Unique Reach 14L+
Frequency 3.2×
Reel Views 6.5L+
Brand Recall Lift 38%
YouTube Ads
₹1.4L  ·  17.5% of Budget
Impressions 42L+
Video Views 9.8L+
View Rate 23.3%
CPV ₹0.71
AdRoll + Display
₹2.4L  ·  30% of Budget
Impressions 68L+
Clicks 38,000+
CTR 0.56%
Retargeted Audience 8.2L
The Results
38,000+
Opening Week Footfall

In a city that had never heard of Bikanervala 30 days before — they didn’t just open a store. They opened a phenomenon.

6,800+
Launch Day Footfall
265+
UGC Pieces Generated
1.2 Cr+
Total Impressions
34
Influencers Activated
8.5L+
Hashtag Impressions
“

Digital Mojo didn’t just market our launch — they wrote the whole story. The three-phase campaign created a buzz we hadn’t seen in any of our other city openings. Hyderabad fell in love with Bikanervala before we even opened our doors.

B
Franchise Head
Bikanervala, Hyderabad
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