Origami – The Asian Bar & Kitchen
Kerplunk Media | Hospitality Growth Story
1. The Challenge (Before Kerplunk)
New entrant in Chennai’s competitive pub scene.
Low awareness → target audience didn’t even know Origami existed.
No digital presence, no structured campaigns.
Weekend footfall < 70 people/day (unsustainable for premium nightlife brand).
2. Our Strategy
Step 1 – Positioning & Branding
Created a premium, mysterious, Asian-inspired brand voice.
Defined content pillars: Ambience | Cocktails | Food | Events
Designed Instagram-first visuals (relatable, save-worthy, and shareable).
Step 2 – Performance Marketing Funnel
Meta Ads: FOMO-driven creatives → “Weekend at Origami = You can’t miss this.”
Google Ads: Targeted “Best pubs in ECR,” “Asian bar Chennai.”
Retargeting: Engaged users who interacted with events & menus.
Step 3 – Event-Led Growth
Branded DJ weekends as signature experiences.
Introduced UGC-style reels → drove organic shares.
Built a WhatsApp + Instagram lead funnel for reservations.
3. The Numbers (What We Achieved)
ROAS: 7.4X (Every ₹1 in ads → ₹7.4 in revenue).
Weekend Footfall: Grew from <70/day → 250+ / day (Fri–Sun) in 4 months.
Revenue/month: Increased from ₹8L → ₹26L+.
Followers: Instagram grew from 0 → 14,500+ in 6 months.
Lead Cost: Reservation leads cost just ₹42 per seat.
Event Retargeting: 32% of one-time visitors returned for 2nd/3rd events.
CTR (Meta Ads): 3.9% average → higher than industry pub average (2.1%).
4. Key Growth Drivers
“Mysterious Asian vibe” branding = stood out from generic pubs.
Event-led reels & FOMO = viral shareability.
Google Ads captured tourist intent (Chennai–ECR drive crowd).
Retargeting ads = repeat bookings & reduced CAC.
5. Client Testimonial
Kerplunk didn’t just promote Origami — they built a cult. Every weekend feels sold out, and our brand is now one of the most spoken about in Chennai nightlife.
6. Kerplunk Takeaway
Origami proves that a strong content + ads funnel + event positioning can turn a new entrant into a top nightlife destination with measurable ROI.