Opening at Oberoi Sky City
presents
QSBA
So we did not attach a document. We built the whole pitch into a website you can open, share and scroll on your phone. The QSBA world, waiting right below.
So we did not attach a document. We built the whole pitch into a website you can open, share and scroll on your phone. The QSBA world, waiting right below.
A premium cultural dining destination bringing together the flavours, traditions, craftsmanship and hospitality of North Africa and West Asia. Opening at Oberoi Sky City, Borivali.
QSBA is an upcoming premium-casual dining destination inspired by the rich culinary traditions, warm hospitality and cultural rituals of North Africa and West Asia. The brand draws its warmth from traditional gatherings, a place where people come together, stories are shared and hospitality sits at the heart of every experience.
The menu brings together influences from Morocco, the Maghreb, Turkey and the Levant, celebrating handcrafted breads, mezze spreads, grills, sharing platters, traditional desserts and tea and coffee rituals. Each dish is presented not just as food, but as a story of its origin, ingredients, preparation and the culture behind it.
QSBA should not just showcase a cuisine. It should take people on a journey through the stories, traditions and rituals behind every dish and experience.
QSBA arrives at Oberoi Sky City, Borivali, with the opportunity to introduce Mumbai to a new world of flavours, traditions and hospitality. There is no old page to fix, only a blank canvas to build the QSBA world on, the right way, from the very first post.
Culturally rooted yet modern, built on the food, interiors and service of North Africa and West Asia.
A chance to own a new category in the western suburbs and become a destination, not just another restaurant.
The social presence should make people discover the culture, craft and warmth of QSBA before they even step inside.
The objective is to position QSBA as a premium-casual cultural dining destination where food, hospitality and traditions come together to create memorable experiences. The page should not only showcase dishes, it should bring alive the stories, rituals and emotions behind the cuisine, and transport the audience into the QSBA experience.
Handmade breads, mezze and traditional preparations, shown as a craft worth slowing down for.
The serving of tea and coffee and the rituals that shape the dining experience.
The people who bring QSBA to life, told through honest, human storytelling.
The arches, tiles, lanterns and brass details that create the QSBA experience.
Gatherings, celebrations and the conversations created around the table.
Rich and culturally rooted, while still remaining social and easy to love.
QSBA is not just a dining experience. It is a journey through culture, craftsmanship and the warmth of hospitality.
Content is planned through twelve defined buckets that keep the page consistent, cultural and easy to scale. Each bucket has a clear purpose in building awareness, creating engagement and positioning QSBA as a premium cultural dining destination.
| Content Bucket | Purpose | What it covers | Format |
|---|---|---|---|
| Brand Storytelling | To build QSBA as a cultural dining destination. | Brand story, the inspiration behind the concept, North Africa and West Asia influences and the hospitality philosophy. | Reel, Static, Carousel |
| Interiors & Architecture | To make the Kasbah world visually recognisable. | Arches, patterned tiles, lanterns, carpets, brassware, crockery, rooftop ambience and design details. | Reel, Static, Photo Dump |
| Bread & Mezze Rituals | To highlight the traditions behind the cuisine. | Bread-making, tearing and dipping moments, mezze spreads, dips, accompaniments and sharing experiences. | Reel, Close-up Video, Carousel |
| Food Experience | To showcase the culinary journey. | Signature dishes, grills, traditional desserts, sharing platters and chef creations. | Reel, Static, Carousel |
| Kitchen Stories | To showcase the craft behind every dish. | Chef moments, preparation techniques, ingredients, cooking processes and behind-the-scenes kitchen content. | Reel, BTS Content |
| Tea & Coffee Rituals | To highlight the warmth of hospitality. | Moroccan tea, Turkish coffee, Arabic coffee, serving rituals and beverage experiences. | Reel, Static, Story |
| Cultural Discovery | To build curiosity around the cuisine. | Stories behind ingredients, spices, traditional dishes and influences from Morocco, the Maghreb, Turkey and the Levant. | Reel, Carousel |
| The QSBA Table | To showcase the emotions around dining. | Family gatherings, celebrations, sharing moments, conversations and guest experiences. | Reel, Photo Dump, Story |
| Community & Guest Moments | To create social proof and connection. | Customer experiences, reviews, UGC, celebrations and memorable visits. | Reel, Story, UGC |
| Rooftop & Banquet Experiences | To position QSBA beyond regular dining. | Private events, celebrations, corporate gatherings, special occasions and rooftop experiences. | Reel, Static, Event Content |
| PR & Collaborations | To build credibility and reach. | Influencer visits, food creators, media features, collaborations and guest experiences. | Collaboration Reel, Story |
| Aesthetic Content | To maintain a premium visual identity. | Spices, textures, crockery, table setups, lanterns, serving elements and detailed brand moments. | Static, Reel Cover, Story |
To build QSBA as a cultural dining destination.
To make the Kasbah world visually recognisable.
To highlight the traditions behind the cuisine.
To showcase the culinary journey.
To showcase the craft behind every dish.
To highlight the warmth of hospitality.
To build curiosity around the cuisine.
To showcase the emotions around dining.
To create social proof and connection.
To position QSBA beyond regular dining.
To build credibility and reach.
To maintain a premium visual identity.
Together, these buckets act as a roadmap for monthly planning, keeping a consistent presence across reels, static posts, carousels and stories, so QSBA never feels like just another restaurant page.
Three recurring campaigns give QSBA a content world audiences can follow, moving the page beyond simple food posting into stories, flavours and seasons people look forward to.
"Every dish has a story. Discover the journey behind QSBA."
QSBA's food experience should go beyond showcasing dishes. The focus is on creating stories around the ingredients, traditional techniques, chefs and rituals that bring every creation to life. Through minimal, editorial-led storytelling, this campaign showcases the journey behind the food, from ingredient selection and preparation to the final dining experience, making every dish feel more meaningful.
QSBA should not just showcase food. It should tell the story of the ingredients, traditions and people that make every experience memorable.
"A taste of tradition, one ingredient at a time."
QSBA's cuisine is built around rich culinary traditions from North Africa and West Asia, where every ingredient, spice and preparation method carries a story. This campaign showcases the journey behind the food through minimal, premium storytelling, and includes two dedicated editorial reels, one chef-led and one brand narrative, that build awareness around the cuisine and its heritage.
QSBA is not just serving food. It is bringing centuries of culture, ingredients and traditions together on one table.
"Every season brings a new way to experience QSBA."
QSBA's grid evolves with the changing seasons, creating a fresh visual identity and menu-led storytelling approach through the year. At the start of every season a dedicated campaign is introduced, where colours, visuals and content direction adapt to the mood of the season while showcasing dishes and experiences curated around it.
QSBA changes with every season, but the warmth of its hospitality remains constant.
Since photography and videography will be captured by the QSBA team, our role is to provide the creative direction, the mood, storytelling approach and visual treatment that build a consistent brand presence. The focus is on capturing not just the food and venue, but the feeling of QSBA. The visual references that bring this direction to life sit in the Content World section below.
This is where the strategy becomes visual. A curated set of references for creatives, photography, feed direction and reels, so the client can picture the final execution. Every image opens full size, every reel plays with sound, all at their natural aspect ratio.
Static posts, carousel designs, brand communication style, typography and content design language.
Food photography, interiors, hospitality moments, cultural details, ingredient storytelling and table experiences.
How the QSBA feed can look, feed consistency, colour direction, image balance and the brand storytelling approach.
Reel references and execution style. Kept in their original aspect ratio, with audio, so the social feel comes through naturally.
MarketinCrew is a hospitality-first marketing agency and content studio, founded by Manan Mehta and Sahil Sheth. Before starting MarketinCrew, both founders were on the other side of the table, running restaurants themselves. That experience shapes the way we approach hospitality marketing today.
For us, it is not just about good-looking content. It is about understanding the feeling of a place, the guest journey and the people behind the brand, then telling that story in a way that feels honest, aspirational and commercially relevant.
Not just a restaurant page, but a digital experience where audiences feel the culture, craftsmanship and warmth of QSBA from the very first scroll.
