Through Mela Mexicana, SOCIAL combined a limited-edition menu, cultural programming, and community-led experiences to drive footfalls, participation and brand engagement across India
India, 11th August 2026: SOCIAL has concluded Mela Mexicana, its month-long Mexican-inspired festival held from 1st July to 10th August 2026 in association with the Embassy of Mexico in India. Bringing together food, drinks, live music, salsa, interactive formats and outlet-wide experiences, the campaign was designed to take the idea of a Mexican festival beyond the menu and across the complete SOCIAL experience.
Rooted in the cultural parallels between India and Mexico, including a shared love for bold flavours, street food, music and celebration, Mela Mexicana translated these influences into a format that felt relevant to SOCIAL’s communities across India.
The limited-edition menu featured familiar Mexican formats such as tacos, tostadas, quesadillas, empanadas, burritos, chimichangas and tortas, interpreted through SOCIAL’s flavour-first approach. Dishes brought Indian references into the mix, including Chicken Tikka Tinga Tostada, Mutton Seekh Taco and Corn Chivda Chaat. The drinks menu featured tequila-led cocktails by Jose Cuervo Tequila, spicy and citrus-forward flavours and zero-proof options. The Al Pastor Chicken Taco emerged as the highest-selling food item during the campaign, while the Pineapple Jalapeño Picante was the most-ordered drink.
Beyond food and drinks, programming played a central role in bringing the festival to life. Salsa workshops, social-dancing evenings, live Latin music and interactive formats gave guests multiple ways to participate. Latin band ABAKORAO performed across Koramangala SOCIAL, Khar SOCIAL and Park Street SOCIAL, while the Telenovela Table Read invited guests to step into dramatic characters and storylines. The campaign also featured Bingo Beats Club: Lotería Edition, inspired by Mexico’s illustrated picture-card game.
Across participating outlets, papel picado, lucha libre references and Mexican-inspired visuals created a consistent festival identity. Every evening at 8:30 PM, the staff donned sombreros and joined guests for a fun dance around tables which included a celebratory shot.
Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd., said, “From the beginning, SOCIAL has been built as more than a place to eat and drink. It is a neighbourhood space where people come together, discover new things and find a sense of community. Mela Mexicana was an extension of that philosophy. We used food and drinks as the starting point, but brought the experience alive through music, dance, culture and formats that encouraged people to participate. For us, that is what SOCIAL does best, it creates a space where different communities, cultures and interests can come together and feel at home.”
Mela Mexicana reflects SOCIAL’s continued approach to building experiences that bring together food, drinks, culture and community in ways that feel participative, relevant and rooted in the neighbourhoods it serves.
