Brands
Barbeque Nation launches customer loyalty program, ‘Happiness Club’
MUMBAI: Barbeque Nation, India’s leading casual dining restaurant chain, has announced the launch of its customer loyalty program, ‘Happiness Club’, on the occasion of its 14th anniversary. The program allows diners to accumulate points and avail exciting offers, to make their dining experience at Barbeque Nation, all the more gratifying and enticing.
Called as the ‘Happiness Card’, the program is intended at bringing a smile on the face of guests, with points earned, termed as ‘smiles’ and gift cards christened as Smile Cards, that allow patrons to gift smiles to their loved ones. Barbeque Nation has served over 75 million diners over the last 14 years and is synonymous with DIY grilling on the table – a concept that it pioneered in the country. Starting from its very first outlet in Mumbai in 2006, to the 141st outlet launched recently in Ambala in Haryana, the brand is today a household name in casual dining in India.
Smile is linked to a unique mobile number of the guest and every Smile is equivalent to a rupee. Guests can enroll in the Smile Club by bookings through the app or website only. Patrons can redeem the same by converting the Smiles to a Happiness Cardon the App/Website. ‘Smile’ has been introduced to strengthen the brand’s relationship with its customers and increase repeat visits. It also creates ground for excellent corporate or group offers that Barbeque Nation is extremely popular for.
Barbeque Nation, a major pioneer of ‘DIY’ (do-it-yourself) cuisine with a concept of live on-the-table grill, is the largest casual dining brand in the country. The restaurant offers a pre-fixed menu with a fixed price. The menu ranges from the Mediterranean, American, Oriental, Asian and Indian cuisines. Customers can grill starters in a range of marinades and sauces and enjoy them right off the skewers, at their own tables. Apart from offering a delectable menu, the ambience at the restaurant follows a theme that radiates a contemporary and vibrant atmosphere, with sizzling skewers on tables that double as a live kitchen.
Barbeque Nation Hospitality Ltd president Rahul Agarwal said, “We are extremely pleased to announce the launch of our loyalty program, marking the 14th year of our operations in the country. Barbeque Nation has come a long way in creating several benchmarks in the food and hospitality sector and is today the most preferred casual dining chain in the country. We are thankful to our guests who have showered us with so much love all these years and that’s the reason, we have come up with the special Smile Program. We are all keen to provide incredible dining experiences at our restaurants and continue creating memorable moments for our guests. This program also allows us to build a robust mechanism of digital engagement with our customers and increase active membership.”
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
