Double Roti, India

Connecting the Online & Offline Worlds

Product Used: Social Billboards | Industry: Hotels & Restaurants

Organic Reach


Organic Impressions

Social Billboards is a great new product that helps brands encourage its users to engage in the social space through Instagram. The content filter help in ensuring that relevant and quality content is shared with users. This helps in creating a positive brand image and experience. It also has interesting features which helped restaurants like us beam our own promotional content our screen and keep customers engaged.The product will definitely go a long way in creating more interactions with the customers and encouraging users to create more content for the brand. Keep up the good job!!
Nikesh Lamba, Co-founder of Double Roti

Social - the secret ingredient!

Double Roti



Double Roti is a trendy contemporary cafe serving a combination of Indian and international food. Located in the heart of Chennai, India, the quirky bistro serving great food in an upbeat ambiance has become a cool hangout joint for millennials in the city.  There was plenty of chatter about the restaurant online on social media. Customers were already giving the restaurant great reviews through their Instagram and Twitter updates. The problem was that these stories die and gets lost in people’s crowded newsfeeds. The challenge was to leverage all this content for good and use it to the brand’s advantage.


Double Roti being forward thinking with their marketing strategy, wanted something truly out-of-the box. In April 2016, Social Billboards partnered with Double Roti and gave them just that. While the brand saw their in-store TV screen as just another ‘must-have’ item for a restaurant, we saw that as an opportunity to engage with customers. Boom! We turned their in-store TV screen into a live social engagement platform through a user-generated campaign.



The screen featured user-generated content in real-time creating in-store buzz adding to the great ambiance of the restaurant. The screen served ‘ads’ generated by the brand’s own customers. These ‘ads’ reached 152965 people with 190484 impressions on Instagram. This content was re-served to customers at the store instead of dying organically online, connecting the online digital world with the offline physical world. Social Billboards served ‘customer-generated ads’ to an average footfall of 250 people per weekday and 1000 people over the weekend creating a great in-store experience.

Social Billboards work great for restaurants, in-stores, malls, live events and more! For more on this, see

Want this for your brand? Now let your fans do the talking.