Results

In a food space overflowing with sameness—plated perfection, trending dishes, and stylised reels—Which Colour You Want asked a deeper question: How do you make a restaurant brand stand for something more? For Punjab Grill, we took a bold detour. We didn’t showcase just food. We showcased Punjabiyat like no other brand has ever done, in the Palettes of the Pind — a six-month digital storytelling campaign. Instead of product promotion, we chose cultural immersion. Armed with just two photographers and the will to chase authenticity, our team travelled across Punjab in the harsh June heat to capture real stories—of rituals, arts, and communities that define the region’s food culture. From phulkari artisans to wrestlers, from langars to Shaheed Sthals—we showed Punjab as it lives and breathes. No crews. No big budgets. No overproduced gloss. Just intimate, unfiltered narratives shared as short cinematic reels across Instagram and Facebook. With each film, the brand’s identity grew stronger—not as a restaurant chain, but as a torchbearer of cultural pride. Why it worked: Because it was raw. Because no other food brand had gone this deep. Because people don’t just engage with food—they engage with feeling. Results: Millions of new viewers engaged -4X Views -4.5X Shares -8X Engagement (Compared to food & hygiene content benchmarks) Palettes of the Pind transformed the social presence of Punjab Grill, using the power of storytelling to unlock cultural relevance and emotional connection with the brand, and making it the torchbearer of Punjabiyat.