Bengaluru, Feb 13: Bengaluru-based elevated vegetarian dining restaurant PHURR has launched a Valentine’s Day campaign titled “For The Love Of Vegetarians,” using episodic storytelling and mascot-led narratives to introduce a seasonal menu across its Jayanagar and Indiranagar outlets.
The campaign unfolds through a three-part digital reel series centered around the disappearance of PHURR’s famous bird mascots who have always been a constant part of the brand’s creative expression through merchandise, wall murals, and even its signature mocktails, transforming them from static brand assets into characters within a narrative universe.
The first episode shows the female mascot from Indiranagar going missing, followed by the disappearance of the male mascot from Jayanagar in the second installment. The final film reveals the mascots reuniting as “love birds,” coinciding with the launch of PHURR’s Valentine’s seasonal menu.
The approach reflects a broader industry shift toward episodic advertising formats that build engagement through storytelling rather than standalone promotional messaging, keeping audiences invested across multiple content drops. For PHURR, the campaign also serves a brand-building purpose by connecting the identities of its two locations through narrative symbolism. The Jayanagar outlet represents familiarity and comfort, while Indiranagar reflects experimentation and expressive dining experiences.
Speaking about the campaign, Rahul Lunawat, Co-Founder, PHURR, said, “Valentine’s Day in the f&b industry is usually centered around special menus and dining offers, and while those remain important, we wanted to approach the occasion playfully this year. The idea was to explore storytelling as a way to deepen brand recall during a high-competition marketing period like Valentine’s Day, and create a narrative that people could engage with even before they walked into the restaurant.”
Instead of focusing solely on discounts or limited-time offers, the campaign uses character-driven content to create anticipation, aligning with the growing importance of narrative continuity in digital brand communication. The campaign culminates in the launch of PHURR’s Valentine’s seasonal menu, designed around themes of sharing, romance, and playful presentation. The menu includes themed dishes and beverages inspired by the mascot storyline, reinforcing the connection between content and dining experience.
Industry observers note that character-led episodic campaigns often help brands build stronger recall and emotional affinity when audiences connect with recurring protagonists, a strategy increasingly visible across digital-first campaigns. With “For The Love Of Vegetarians,” PHURR positions vegetarian dining not just as a cuisine category but as a story-led experience, using content, characters, and cuisine to create engagement during the Valentine’s season.