Bengaluru: Café chain SOCIAL has launched a city-wide experiential marketing campaign in Bengaluru, transforming 100 autorickshaws into mobile brand ambassadors that celebrate Kannada language and the city’s rich cultural identity.
The initiative covers several prominent neighbourhoods, including Koramangala, Indiranagar and Whitefield, taking the brand experience beyond its cafés and into the everyday lives of Bengaluru’s commuters.
Designed to promote local culture in an engaging way, the campaign features witty Kannada-English messages on the exterior of the autorickshaws, while passengers are greeted with simple Kannada phrase cards inside the vehicles to encourage them to learn and use commonly spoken expressions.
Promoting Kannada through everyday travel
Rather than presenting language learning as a formal exercise, the campaign uses humour and relatable conversations to make Kannada more approachable for residents, newcomers and visitors alike.
By using Bengaluru’s iconic autorickshaws, SOCIAL aims to connect with people during their daily commutes while celebrating the city’s linguistic and cultural heritage.
The initiative comes at a time when discussions around preserving and promoting Kannada have gained greater public attention across Karnataka.
A new approach to experiential marketing
The campaign also reflects the growing trend of hyperlocal marketing, where brands create experiences rooted in the culture and identity of specific cities instead of relying solely on traditional advertising.
Industry experts say such initiatives help brands build stronger emotional connections with consumers by becoming part of their everyday experiences.
By combining mobility, local storytelling and interactive engagement, SOCIAL hopes to encourage conversations, social media sharing and a deeper appreciation for Bengaluru’s unique character.
The campaign highlights how businesses are increasingly embracing culturally relevant experiences to strengthen customer relationships while celebrating the communities they serve