Ghatotkacha takes over Bengaluru to announce Vivaha Bhojanambu

Bengaluru witnessed an unexpected visitor as Ghatotkacha, the larger-than-life character from the Mahabharata and the iconic Telugu classic Maayabazaar, took to the city’s streets as part of the launch campaign for Vivaha Bhojanambu, a Telugu cuisine restaurant brand. 

Conceptualised and strategised by Mark Creative Agency, the campaign transformed a familiar cultural association into a city-wide curiosity. Instead of following a conventional restaurant launch approach, MARK created an intriguing narrative around a simple question: Why was Ghatotkacha in Bengaluru?  

The answer connected directly with the brand’s cultural heritage. The name Vivaha Bhojanambu draws inspiration from the legendary feast sequence in Maayabazaar, where Ghatotkacha celebrates an elaborate wedding feast. By bringing this iconic character out of the screen and onto Bengaluru’s streets, the campaign created a powerful connection between cultural nostalgia, curiosity and the arrival of the brand in a new market. 

The campaign was brought to life on-ground by a Bengaluru-based team, who executed the idea beautifully across the city and transformed the creative vision into a memorable public experience. 

Sundeep Kishan, South Indian Actor & Partner, Vivaha Bhojanambu, said, “MARK has been a brand partner for Vivaha Bhojanambu for close to 10 years, and over this journey they have developed a deep understanding of what the brand represents. Their ability to identify meaningful cultural insights and translate them into impactful brand experiences has been an integral part of our journey together.” 

Madhav Tallapragada, Founder, Mark Creative Agency, said, “Strong brand ideas often come from identifying the stories that already exist within a brand’s DNA. Vivaha Bhojanambu has a natural connection with Ghatotkacha, Maayabazaar and the idea of a grand feast. Our approach was to take this cultural association and present it in an unexpected contemporary setting. The curiosity created by the character became the starting point for people to engage with the brand and discover the story behind it.”