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Desi Road
LifestyleDesi Road
Desi Road is an Indian restaurant in Paris run by Stephanie de Saint-Simon. We handle the marketing end to end, starting with their own sales reports and menu pricing rather than with a content calendar. The ten year anniversary campaign was six Instagram posts, a newsletter with a discount, an influencer reel and their first proper push on TikTok.
- 01How they came inThe first call was blunt about the market. Paris ticket prices had fallen, a former chef had opened nearby and was undercutting them, and more posting was not going to fix it.
- 02Read the numbers firstWe started with their quarterly sales reports split by food and drink, the menu pricing, and a list of the restaurants nearby that were actually working.
- 03Three audiences, not oneThe South Asian community, Middle Eastern visitors and local young people all buy for different reasons, so no single channel or single message was going to carry all three.
- 04The ten year campaignSix posts including a making-of reel for the Raj Kachori, a teaser newsletter timed before the weekend, an influencer reel, a small daily ad budget over ten days, and everything reposted to a TikTok account that had been sitting idle.
2 pieces we made for Desi Road
2 carousels
Asked about this work
What language is the content in?
French. The audience is Parisian, so the captions and the on artwork copy are written in French, with Hindi or Sanskrit used only as a headline and then translated.
What was the campaign for?
A retrospective run marking the restaurant's history in Paris.
Does the artwork use real photography?
Yes. The shopfront, the interior and the table dressing are shot at the restaurant and used directly in the design.
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Social media design
French language campaign artwork for an Indian restaurant in Paris. Block colour print borders for the Diwali run, and darker photographic frames built on the shopfront, the brass and the guide stickers in the window.