Urban Mantra – Reviving a Legacy Bar & Lounge with Strategic Rebranding

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Retro Town Nightclub

01.

The Challenge

Urban Mantra, one of the oldest and once most popular bars and lounges in Guwahati, had lost its edge as new competitors flooded the market. Known for live band performances and a happening vibe in its prime, the bar’s sales had taken a dramatic hit due to the emergence of newer, more modern clubs and lounges. With no exposure to digital marketing, their remaining sales came solely from the bar’s previous reputation.

Our goal was to rejuvenate Urban Mantra’s image, build a new customer base through strategic digital marketing, and revive its standing as a go-to destination for entertainment and live performances in Guwahati. We also aimed to boost in-house sales through innovative offers and themed events.

02.

The Solution

We took a two-pronged approach:

Rebranding Urban Mantra with a fresh theme and offers.
Hosting unique events to bring back the charm of live gigs while leveraging digital platforms for a broader reach.
Repositioning the Brand as a ‘Happy Hour Bar’: We rebranded Urban Mantra with the tagline: “Guwahati’s First Happy Hour Bar & Lounge – Where Every Hour is a Happy Hour.” This positioned the bar as the only place where customers could claim exciting offers any time of the day, week, or month. The offers included:

o All drinks at Rs 99
o Urban Chakna for Two at Rs 199
o Multiple food combos and beverage deals

These offers created an irresistible appeal, driving immediate footfall and encouraging customers to visit at any time.
Building a Strong Social Media Communication: We launched a targeted digital marketing campaign focusing on Urban Mantra’s new identity as the ultimate happy hour destination. Our content highlighted the irresistible offers, cozy ambiance, and the live entertainment Urban Mantra was once known for.
Introducing Themed Events and Live Performances: To revive Urban Mantra’s legacy of live gigs, we introduced themed nights to attract a variety of audiences. This not only tapped into Urban Mantra’s reputation for live entertainment but also created a fresh buzz around the venue. Some of the major events we hosted included:

o Gorkha Night
o Stand-Up Comedy Nights
o K-Pop Night
o Bollywood Karaoke Nights

These events featured renowned artists and performers, bringing back the vibrancy that Urban Mantra was once famous for. Each event was promoted on social media to build anticipation and drive ticket sales.
Performance Marketing and Audience Targeting: We implemented a comprehensive performance marketing strategy, leveraging Facebook and Instagram ads. Using lookalike audiences and retargeting campaigns, we built a new customer base while also re-engaging past patrons. The marketing strategy was designed to attract a younger demographic while retaining the loyal customer base that had previously frequented Urban Mantra.
Organic Growth through Local Engagement: By incorporating Guwahati-specific cultural elements in our promotions, we tapped into the local identity and made Urban Mantra a relatable venue for residents. Collaborations with influencers and user-generated content further amplified the bar’s visibility and created a buzz around the new offers and events.

03.

The Result

Revenue Growth: Within a few months, Urban Mantra’s monthly revenue surged from negligible figures to Rs 10 lakh, marking a dramatic turnaround.
Increased Footfall: The rebranding as a Happy Hour Bar, combined with new offers, resulted in consistent footfall throughout the day, especially during previously slow hours.
Successful Events: Themed nights brought back the lively atmosphere Urban Mantra was known for, making it a must-visit spot for music lovers, K-pop fans, and Bollywood karaoke enthusiasts.
New Customer Base: Our digital marketing efforts helped build a new audience, with targeted ads contributing to a broader and younger clientele who were drawn to the theme nights and offers.
Reclaimed Legacy: Urban Mantra regained its status as one of Guwahati’s go-to destinations for live gigs, social gatherings, and relaxed evenings out.

04. 

Conclusion

Through a strategic combination of rebranding, enticing offers, themed events, and performance marketing, Urban Mantra was successfully revived as Guwahati’s premier Happy Hour Bar & Lounge. The new brand identity, coupled with digital engagement, helped rebuild its customer base and led to impressive growth in both revenue and footfall, marking a return to its glory days.

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