Case Study: Project Hilsa – Cultural Dining Experience & Restaurant Branding

Client Overview

Project Hilsa is a heritage-inspired restaurant in Bangladesh that celebrates Bengali culture and cuisine, especially the country’s beloved national fish — Hilsa. With a strong cultural identity but limited modern branding, the restaurant wanted to attract both local food lovers and international visitors.

Project Goals

• Build a strong digital identity that reflects heritage dining.
  
  
• Increase restaurant footfall through effective campaigns.
  
  
• Showcase the ambiance, food, and cultural story through photography & videography.
  
  
• Position Project Hilsa as the go-to destination for Bengali cuisine.
  
  
• Create consistent engagement on social media platforms.
  
  

Challenges

• Lack of digital presence despite unique cultural positioning.
  
  
• Inconsistent branding that didn’t fully capture the heritage theme.
  
  
• Competition from modern restaurants targeting younger diners.
  
  
• Limited visual assets for social media and campaigns.
  
  

Requirements

• Professional food and ambiance photography.
  
  
• Story-driven branding content for campaigns.
  
  
• Social media strategy to engage both locals and expats.
  
  
• Ongoing campaign execution to sustain guest growth.
  
  

Execution & Timeline

Multiply Digital developed a cultural-first marketing approach:

1. Heritage Photography & Videography
   
   
   
   • Captured authentic visuals of Bengali cuisine, décor, and traditional dining setup.
     
     
   • Produced short cultural reels highlighting Hilsa’s significance.
     
     
2. Campaign Planning
   
   
   
   • Created campaign themes around Bengali festivals, seafood specials, and heritage dining.
     
     
   • Built promotions aligned with Dhaka’s seasonal dining patterns.
     
     
3. Menu Storytelling
   
   
   
   • Redesigned menu sections with storytelling elements about the Hilsa fish and cultural roots.
     
     
4. Social Media Content Production
   
   
   
   • Produced engaging reels, food showcases, and chef’s specials.
     
     
   • Maintained consistent posting (3–4 times weekly).
     
     

Timeline: Initial branding + photography (6 weeks), campaigns rolled out over 3 months.

Results & Impact (Demo Metrics)

• 📈 +42% increase in restaurant footfall within 3 months.
  
  
• 👥 +6,800 new followers across social media platforms.
  
  
• 🍲 +35% rise in group dining bookings during weekends.
  
  
• 🎥 Cultural reels averaged 15k+ organic views, building strong online buzz.
  
  
• ⭐ Positioned Project Hilsa as a top cultural dining destination in Dhaka.
  
  

Key Takeaway

Multiply Digital elevated Project Hilsa’s cultural story, driving 42% more guests through a blend of heritage-driven branding, restaurant photography, menu storytelling, and digital promotions.