Café culture: Dishoom serves stories on a plate

Consumers increasingly crave real, authentic experiences along with human interaction in this digital age, so brands are turning towards hand-written and personal illustrations, as we reported in our Scrawl Script micro inspire.

The campaign harks back to Iranian cafés in Mumbai, where people from different backgrounds and classes, be that businessmen, students or locals, would meet to share food and stories. As part of the campaign, the restaurant has made 80 plates featuring personal memories and tales from the older generation in Bombay. 

The plates offer a glimpse of Bombay café culture to be shared with the younger generation. Each plate design is relevant to the story being told, making it aesthetically pleasing and heart-warming. 

Dishoom customers can also submit their own stories online, and the best will be selected to be fired onto the plates, ensuring that the storytelling continues.