Nirula’s is a diversified group of hotels, restaurants, ice cream parlors and pastry shops around Delhi. One of the earliest home-grown fast food chains, Coca-Cola was pitching to become their key beverage partner.

Quicksand was mandated with conceptualizing and proposing a new restaurant experience that combined the strong equity of Nirula’s, Coca-Cola’s best practices from around the world and the changing face of food & beverage retail in India.

Breaking down the restaurant experience into a series of micro-experiences, Quicksand did a conceptual re-modelling of an existing space to demonstrate how the new retail identity & restaurant experience could play out. The concept was also a pointer at a new brand personality for Nirula’s and sought to make an impact at all customer touch-points beyond just the restaurant space. It became relevant in light of the brand getting acquired by a new management and hence was in need of being re-visioned.

Coca-Cola acquired the Nirula’s account in early 2007 and is now their preferred beverage partner.