Tonic is a rebranding strategy for Auriga restaurant and bar, which aimed to address inadequate returns on investment by clarifying its positioning as a trendy bar for young adults in Mumbai. The strategy involved a focus on appealing to the nightlife crowd with innovative promotions, a distinct brand identity, and effective use of social media and print media to increase visibility and engagement. As a result, Tonic experienced significant growth in overall sales and footfall within months of its launch.

1. TONIC
RE- BRANDING & RE-POSITIONING

2. THE
CLIENT
Tonic is a re-branding strategy of Auriga restaurant and bar, which was
established in 2013. The problem Auriga faced was insufficient return on
investment. With Mumbai’s nightlife and food industry at its peak, the reason
for unsatisfactory crowd pull was difficult to understand. Auriga had good
social media reach via its Facebook page which was maintained regularly. But
it wasn’t effective.
On closer look at the social media history, the problem was clear. The brand
positioning of Auriga was obscure. They were a mix between a fine dine
restaurant, a lounge and a night club. Traction was low because people didn’t
know what they were approaching at Auriga.
AURIGA

3. Auriga was a two level restaurant and bar. It was decided to limit the
restaurant to the second level and make the ground level a bar and lounge.
Thus began the repositioning and Tonic emerged. The first task at hand was to
determine a target market for Tonic. With a concentration on the young
generation aged 20 to 35, Tonic would be positioned as the bar to be at.. every
night.
RECONSTRUCTION
THE
CLIENT

4. To build the brand Tonic as a trending bar in South Mumbai.
- A separate Facebook page was created in order to completely disassociate
Tonic from Auriga.
- Over 2 weeks before its official launch, Tonic was introduced as Mumbai
latest bar.
- Media influencers were approached to increase awareness; print articles of
the launch were published.
- Facebook posts with a concentrated target towards the ‘eager to be where
everyone is’ young generation were published.
The target market was understood to the T from the very start with Tonic. And
there is no better way of explaining this than the strategies adopted since the
very beginning.
FIRST PHASE
THE
CLIENT

5. 1. Concentration on Drinks. All drinks:
Tonic positioning was narrowed down to
an out-going restless TG, but Tonic was
not going to restrict itself where alcohol
was concerned.
A special focus was given to the joys of
drinking and all drinks were promoted; be
it beer, cocktails, shots or the latest in
town molecular drinks!
TARGETING
ALCOHOL
PHASE 1

6. ALCOHOL
PHASE 2
2. #TonicDoses@99
Tonic doses at 99/- started as a promotion
offer on a single day to increase
awareness, intrigue and crowd pull.
It was an overnight success and soon
Tonic doses became a standard drink at
Tonic.
For the first time such a peppy concept
was introduced to South Mumbai and we
saw a lot of people flocking in for after
office drinks.
TARGETING

7. ALCOHOL
PHASE 3
3. Longest Happy Hours: March 16th 2015
Tonic was the first bar in South Mumbai to
introduce extended happy hours.
Monday – Thursday : 4pm – 1am
Friday – Sunday : 4pm – 9pm
And with such happy hour timings there is
literally no need to explain why this would
be the most effective strategy executed
till date.
TARGETING

8. TARGETING
FRIENDS
DJ Selection
The DJs which Tonic approached were young
and upcoming. They were able to pull a crowd
based on their music tracks.
This strategy worked well as the djs roped in
were the Tonic TG as well. Their friends came
and spread the word and as such the crowd
grew substantially.
Music:
Deep House
Techno
Progressive House
Commercial

9. TARGETING
FRIENDS
Targeted Facebook
Marketing
If you’re there, I want to be there: Album
upload
Starting with its launch on 13th Feb,
pictures of Tonic packed with friends of
friends of friends was published on
Facebook.
It was pictorial ‘in your face’ spamming.
Statistics show that the highest organic
reach on Facebook was from photograph
posts.
LAUNCH
Organic Reach: 14.3k
Views: 21.3k
Interaction: 187
#99BARnight at Tonic
Organic Reach:4.6k
Views: 7.2k
Interaction: 88
#TonicSession
Organic Reach: 6.3k
Views:8.9k
Interactions: 212
Facebook Album statistics

10. TARGETING
PRESENTATION
The 3 B’s of Alcohol:
Combining the two defining factors of it’s
target market – Drinks and friends, Tonic
introduced the 3 B’s of Alcohol. An
enlightened way of serving alcohol to the
target market.
The aim - to be quirky and catchy.
While maintaining its focus on alcohol,
and drink with friends, the promotions
shifted to presentation of alcohol.

11. TARGETING
PRINT MEDIA
It was essential for Tonic to be everywhere.
For Tonic to be seen as a serious player in the
nightlife arena print media channels were
utilized.
Regular features in prominent newspapers
established Tonic as the place to be at.
Tonic featured in Mid-day, Afternoon DC,
Mumbai Mirror, DNA and Asian Age to gain
exposure and loyalty among the South
Mumbai working and partying youngsters.
Afternoon DC: 20 March, 2015
Mumbai Mirror: 31 July, 2015

12. TARGETING
PRINT MEDIA
Mid-day: 13 Feb, 2015
Mumbai Mirror: 9 May, 2015Asian Age: 29 May, 2015
Afternoon DC: 29 May, 2015

13. TARGETING
MEDIA
CHANNELS
FACEBOOK
27 event pages
Weekly sales promotions
INSTAGRAM
__ contests
Response
FACEBOOK
188 Posts
1771 Page Likes
INSTAGRAM
155 POSTS
1300+ FOLLOWERS
TWITTER
298 Followers
PRINT MEDIA
__ features
__ newspapers
Approximate reach through Print media
(overall reach of each newspaper – area)

14. SUCCESS
TRADEMARK
Daaru on sale – A Tonic Trademark
TonicDoses@99, was a new attraction strategy
conceptualized for Tonic.
Tonic was the first bar to have had such a concept
executed. It gained wide popularity and worked
wonders for Tonic Sales.
Initially only targeted towards woman, it grew in
popularity and was almost immediately made into
a Monday through Thursday weekdays offer.
Like any brilliant strategy, Daaru on sale caught on
quick with the target market, and hence with the
competition. To maintain its position in the ‘me
too’ market, Tonic doses at 99, and Daaru on sale
were Trademarked by Tonic.
Insight
What the market likes? Alcohol.
How does it like it? – Discounted!

15. BRAND
PERSONALITY
WHO WE ARE
Tonic has stayed true to its target market.
In thought process and execution the brand
personality of Tonic has been one of its target
market.
In a span of 7 months most new trends have
been incorporated in its social media strategy.
Tonic has been restless, current, fun, and
forward thinking and most of all hard to
ignore.
HASHTAGS
#TimetoTonic #TonicDoses
#TonicSessions #GoTonic
#DaaroOnSale #RageStage
TONIC APP
To keep people updated on the
Tonics latest events & offers

16. RESULTS
TONIC
Increase in
Overall Sales
Increase in
Footfall
Increase in
Alcohol Sales
Increase in
Food Sales
Increase in
Happy Hour
Sales –
Weekdays
Increase in
Happy Hour
Sales –
Weekends
Feb – July 2015 333% 600% 3200% 580% 700% 400%
TONIC
INCREASE IN
SALES

17. TONIC
JUST THE
BEGINNING

18. TONIC
Brand Name: Tonic
Agency Name: Chrome Communications