7-Eleven is a multinational retail convenience store. With its approach to making everyday life easier, the mega-chain wanted to tap into the Indian market. To get into this competitive food chain, it was crucial to go for a 360-degree approach.
Hence, we adapted this global chain into the Indian market with desi twists.For an intense project like this, the timeline was crucial and detailed.
Bringing a global chain into a culturally rooted market like India is not easy. So we went straight to the source, i.e., real people, real talks, real insights. Interviews, group chats, hours of listening. And we found the soul connection that Indians will resonate with. Tapri. A place where things go beyond culture to comfort and connection.
“India ki Nayee Tapri” is an assemblage of what Indian movers need: a good cup of tea, on-the-go groceries, and fresh, homely food
Once the idea clicked, it was a full-speed, “let’s just do it!” moment. We went all in, hitting almost every touchpoint you can imagine. Instore? Check. Digital? Check. Outdoor? Check. Social? Check. But we didn’t stop at marketing. Even the tiny stuff mattered: menus, wall graphics, product photos, takeaway paper bags, branded cups, store cards, everything.
And yes, we told the story too. Short films, quick clips, social media buzz, influencer collabs, topical campaigns to make the brand impossible to ignore.
Through all this work, 7‑Eleven wasn’t just perceived in India as another global chain. It became “India ki Nayee Tapri.” The stores felt Indian, the brand voice spoke local, and the food, design, and communications actually clicked with people.
For 7‑Eleven launch was proof that global convenience and Indian culture can actually meet, if you do it the smart, creative way.
