Rebel Foods
Vivid Visuals, Irresistible Rebel Bites
Six Brands. One Agency. A Lot of Food Photography.
Rebel Foods is India's largest cloud kitchen company. It operates brands including Faasos, Behrouz Biryani and others from kitchen infrastructure rather than physical restaurant locations. It is a genuinely innovative business model, and it creates a genuinely unusual marketing challenge. You are managing multiple distinct brands simultaneously, each with its own identity, its own audience and its own tone of voice, but all running through the same operational infrastructure and benefiting from the same economies of scale.
Honouring the distinctiveness of each brand while managing the complexity of running multiple content calendars, multiple campaign tracks and multiple creative briefs at the same time was what the social media programme needed to solve for.
Food Content That Actually Makes People Hungry
Great food photography and videography is not easy. The difference between content that makes someone tap the app and order right now and content that gets scrolled past is often in the first two seconds of a video or the lighting in an image. The creative for Rebel Foods was built around that understanding.
Each brand in the portfolio got its own visual language. Faasos content leaned into energy and speed. Behrouz Biryani content was richer and more atmospheric, reflecting the brand's premium heritage positioning. The other brands each had their own creative direction, developed from an understanding of what their particular audience responded to on social.
Content calendars were built to maintain freshness across all six brands without the quality slipping on any of them. That kind of multi-brand management requires strong process discipline and a creative team that can hold multiple brand voices simultaneously without letting them bleed into each other.
How we
solved it.
App install campaigns were structured to reach people who were genuinely likely to order through the app rather than just download it and forget about it. Audience targeting combined geographic and behavioural signals to identify people in delivery zones who had demonstrated interest in food delivery. ROAS on app install campaigns reached 4.2x.
Social reach exceeded 10 million per month across the portfolio. Social engagement grew by 300%, reflecting that the content was generating genuine interaction rather than passive impressions. More people were commenting, sharing and saving the content because it was genuinely appealing rather than just algorithmically present.
The work,
in view.
See it
in motion.
The Rebel Foods
outcome.
Running six brands simultaneously without letting any of them become generic requires a level of creative and operational discipline that most agencies do not build for. Separate briefs, separate calendars, separate performance tracking and separate creative review processes for each brand, all managed cohesively within a single client relationship, is what the Rebel Foods engagement actually demanded, the same discipline behind ADF Soul Foods' structured content and performance marketing for repeat purchase behaviour and BookMyShow Live's Sicko Leave campaign, where creative rigour and operational precision delivered viral results at scale.