A Royal Feast Reimagined: The Grand Return of Khandani Rajdhani

The Grand Reopening of Khandani Rajdhani at NESCO, Goregaon

The reopening of Khandani Rajdhani at NESCO, Goregaon, was a landmark moment in Mumbai’s culinary landscape. More than just a return, it was a revival of a regal dining legacy, blending tradition with modern luxury. Celebrating over four decades of authentic Gujarati and Rajasthani thali culture, the event needed to resonate with both long-time patrons and new-age diners. Bloomingdale PR orchestrated a high-impact public relations campaign that successfully positioned the relaunch as not just a restaurant opening but an immersive cultural and gastronomic experience.

Background & Business Need

Bloomingdale PR’s 14-year relationship with Rajdhani Restaurant has played a crucial role in shaping its presence across major Indian cities. The reopening of the Goregaon outlet was a strategic move to re-engage with the western suburbs of Mumbai, targeting corporate professionals from NESCO IT Park, attendees of the Bombay Exhibition Centre, and local families.

With a vision to redefine the traditional thali experience, the restaurant introduced elements of luxury—golden thalis, premium tableware, and a regal ambiance. The PR campaign’s objective was clear: amplify this transformation through an integrated media strategy that blended heritage with contemporary relevance.

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Strategy & Execution

To meet these objectives, Bloomingdale PR employed a multi-pronged strategy:

Pre-Launch Hype & Media Positioning

Exclusive Media Interactions: Engaged top-tier publications with tailored narratives highlighting Rajdhani’s reinvention.
Teaser Campaigns: Released visually compelling content to build anticipation around the luxurious dining experience.
Emotional Storytelling: Leveraged nostalgia-driven content celebrating Rajdhani’s legacy, connecting emotionally with long-time patrons.

Influencer & Celebrity Engagement

Curated Guest List: Invited Mumbai’s leading food, lifestyle, and entertainment influencers to exclusive pre-launch events.
Celebrity Appearances: Secured attendance from well-known personalities to reinforce the brand’s aspirational appeal.
Experiential Content Creation: Encouraged influencers to create immersive, first-person storytelling experiences through reels, vlogs, and reviews.

Grand Launch Event Execution

Immersive Brand Experience: Created a multi-sensory dining experience that showcased the grandeur of the golden thali concept.
Live Social Media Activations: Encouraged real-time engagement through influencer collaborations and interactive content.
On-Site Media Lounge: Provided an exclusive space for media representatives to engage with the brand, conduct interviews, and capture unique content.

Post-Launch Momentum & Media Penetration

Strategic Press Releases: Ensured consistent media coverage across digital, print, and television platforms.
Sustained Digital Conversations: Leveraged influencer content and guest testimonials to maintain post-event buzz.
User-Generated Content (UGC) Campaign: Encouraged diners to share their Rajdhani experience, using branded hashtags to sustain organic engagement.

Key Highlights & Achievements

Media & Influencer Hosting: Over 25 leading journalists and 75 high-profile influencers attended the launch, resulting in widespread coverage across print and digital platforms.
Celebrity Endorsements: Notable names like Divya Agarwal, Juhi Parmar, and Flora Saini graced the event, generating paparazzi buzz and solidifying Rajdhani’s premium positioning.
Press Coverage Impact: A well-timed press release, secured placements in esteemed publications like Lifestyle Asia and Travel + Leisure, with a cumulative reach of 180 million.
Social Media Buzz: Influencer collaborations led to an online reach exceeding 13.39 million, with individual posts garnering between 5,000 to over 50,000 views.
Customer Engagement: The introductory offer of ₹499 + taxes, attracted significant footfall, translating into high customer conversions.
Brand Sentiment Analysis: Positive brand mentions increased by 85% across social and digital platforms, reflecting high consumer enthusiasm.

Results & Impact

Event Attendance: Over 150 key stakeholders, including media personnel and social influencers.
Influencer Reach: A combined audience engagement exceeding 13.39 million.
Media Coverage: Secured 8 major features with a total readership surpassing 2.5 million.
Business Growth: Significant uptick in footfalls and table reservations post-launch, indicating a successful consumer re-engagement.
Sustained Online Engagement: Increased Google search interest in ‘Khandani Rajdhani’ by 60% post-launch.

The grand reopening of Khandani Rajdhani at NESCO was more than just an event; it was a masterclass in PR-driven experiential marketing. Bloomingdale PR’s strategic storytelling, media amplification, and influencer collaborations resulted in a high-impact campaign that not only reinforced Rajdhani’s legacy but also set a new benchmark for luxury dining experiences in Mumbai.

This campaign serves as a compelling case study in how an integrated PR strategy can transform a brand narrative, drive consumer engagement, and create lasting market impact.