Categories Name : For Small Medium Business
Sub-Category : Leveraging Social Media to boost brand ROI and engagement.
Campaign Name : YOUMEE-Verse | A Tale of the Three Masters
Over one year, this campaign transformed YOUMEE from a Pan-Asian restaurant into a distinct, ownable brand universe.
The challenge was clear, while YOUMEE had a strong manga-inspired ambience, its core offerings lacked identity and cultural depth. At a time when anime and manga are rapidly gaining popularity among Indian youth, there was an opportunity to bridge food with culture, and truly own that space.
We did this by turning the brand’s three hero dishes into manga mascots —
Sensei Sushi (precision, balance, mastery),
Dame Dimsum (warmth, joy, togetherness),
and Ninja Ramen (fire, boldness, energy).
These characters came alive through a manga comic series, following their journey from Japan to India — exploring streets, flavours, and philosophies before ultimately shaping the YouMee experience. In parallel, reels placed them in culturally relevant, high-energy situations.
With 3 chapters released and more in the pipeline, the comics were placed across 28 outlets, turning every table into an engagement point. Over 100,000 diners read them in-store, converting wait time into brand immersion.
Each comic featured a QR code leading to the YouMeeVerse microsite, a gamified digital layer where users engaged with fun, character-led quizzes, explored the world further, and signed up for exclusive rewards. This seamlessly converted storytelling into action, driving 20,000+ loyalty sign-ups and building a strong first-party data ecosystem.
The mascots extended into festival properties- including Great Dimsum & Ramen Romance festivals, becoming the face of all in-store and social communication, turning promotions into immersive, character-led experiences.
On social, they evolved into always-on content engines, driving 10 million+ views, significantly boosting recall and affinity among Gen Z audiences.
The campaign also expanded into culture, with appearances at Comic Con and on-ground activations, helping YOUMEE tap directly into India’s growing anime community.
In doing so, YOUMEE didn’t just follow a trend, it claimed a cultural space, aligning its ambience, food, and storytelling into one cohesive identity.
This is YOUMEE's journey, from serving dishes… to owning them. And it's only just begun..