Sora AMD
Client:
Sora AMD
Industry:
Food & Beverage
SORA is Ahmedabad’s first Asian-Peruvian restaurant, located within The Primo by Mann & Salwa - an evolving flagship destination that brings together concept-led dining and luxury celebrations. While SORA launched with a strong culinary and design foundation, the real challenge was market readiness. Asian-Peruvian cuisine was unfamiliar in Ahmedabad, which meant the brand needed contextualisation, education, and credibility from day one. At the same time, the narrative had to establish SORA as a destination restaurant, not just a new opening, and differentiate it in a competitive dining landscape. It was equally important to ensure audiences understood the philosophy, design, and experience behind SORA - not only what was on the menu.
For a new category to succeed, awareness alone isn’t enough - audiences need a reason to believe, a reason to visit, and a story they can repeat. SORA’s strongest advantage was that it wasn’t built as a conventional restaurant launch. It was designed as an experiential space where cuisine, interiors, and craft came together to create a sensory journey. The most effective PR direction, therefore, was to lead with culture, craft, and experience-driven storytelling that felt editorial-worthy, while using credibility-led media visibility to make the unfamiliar feel exciting and legitimate.
Our Approach
The Impact
Setting the Benchmark for Experiential Dining
The campaign successfully established SORA as Ahmedabad’s first Asian-Peruvian dining destination and a reference point for experiential dining in the city. The launch narrative translated into strong national and regional visibility, with coverage across Vogue India, Cosmopolitan India, Elle Gourmet, Harper’s Bazaar, Travel + Leisure India, Goya Journal, The Lab Mag, Ahmedabad Mirror, and leading Gujarat dailies. Digital amplification extended reach and discovery through platforms such as Cosmopolitan’s YouTube Shorts, Hungrito, Grazia India, Brews & Spirits, Ahmedabad What Is Happening, and Ahmedabad Insider. Most importantly, the work strengthened Mann & Salwa’s transition from a catering legacy to concept-led hospitality leadership, reinforcing their role as innovators shaping modern dining experiences.
