Bangalore, 01st July 2026: SOCIAL, which opened its first Bangalore outlet in 2014, is taking its connection with the city beyond its cafés and onto the streets with a new on-ground initiative across 100 autos in Koramangala, Indiranagar and Whitefield. Rolling out this month, the initiative brings together witty Kannada-English lines on auto backs and easy Kannada phrase cards inside the ride, created to bring a little more humour, familiarity and local flavour to Bangalore’s everyday commutes.
In Bangalore, an auto ride is rarely just about getting from one place to another. It is part of the city’s daily theatre, a quick exchange with an anna, a half-Kannada-half-English direction, a familiar pause at a traffic signal, a shortcut through a neighbourhood you are still getting to know. For people who move to the city for work, college or a new beginning, these small moments often become the first way Bangalore starts feeling less like a new city and more like home. SOCIAL’s Kannada Language Cards are built on that feeling.
Placed inside the autos, the cards turn common ride moments into light, easy prompts, from saying “Illi nilli” when you want to stop here, to “Left alli hogi” when giving directions, “Eshtu aaytu?” when asking for the fare, “Online payment maadthini” while paying online, or “Whitefield SOCIAL drop maadi” when heading to Whitefield SOCIAL. The idea is not to make language feel like a lesson, but like a small, friendly bridge into the city’s everyday rhythm.
On the outside, the autos carry quirky Kannada-English lines inspired by Bangalore’s street-side humour, such as “Tech This Tech That, Anna Who Will Tech Care of Me?” and “Chill Maadi, Come To SOCIAL.” The lines tap into familiar back-of-auto wit and the city’s easy mix of languages. Designed to feel native to Bangalore, the campaign turns one of the city’s most recognisable cultural symbols into a moving canvas for language, humour, and local connection.
Speaking about the initiative, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd., said, “Bangalore has played a very special role in SOCIAL’s journey since we opened our first outlet in the city in 2014. Over the years, we have seen how people make this city their own through its neighbourhoods, food, language, humour and everyday rituals. Autos are such a familiar part of that experience. With this initiative, we wanted to create something that is useful, light-hearted and rooted in the city, while helping people feel a little more at ease with everyday Kannada. SOCIAL has always been about belonging, and this is our way of taking that feeling into Bangalore’s streets.”
The 100 autos will be seen across Koramangala, Indiranagar and Whitefield, three key SOCIAL neighbourhoods that are central to Bangalore’s work, culture, food and nightlife. By placing the campaign inside daily commute routes, SOCIAL is creating a visible and practical citywide touchpoint that people can use, spot, smile at and share.
The initiative builds on SOCIAL’s long-standing relationship with Bangalore, a city that has shaped the brand’s community-first approach over the years. Through this campaign, SOCIAL continues to show up where its communities are, not only inside cafés, but also in the streets, rides and small everyday exchanges that make Bangalore feel like home.
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ABOUT SOCIAL
SOCIAL is a path-breaking urban hangout that’s designed to take you offline while still keeping you connected. From an all-day café serving great food, coffee, and cocktails, SOCIAL transforms from this creatively charged collaborative space into a high-energy bar when work hours end, striking the perfect balance between work x play. Each outpost is a representation of the neighbourhood it resides in, from the pin code to the people. It’s a second home, workplace, and hangout, all wrapped up in one mind-blowing experience.
ABOUT IMPRESARIO ENTERTAINMENT & HOSPITALITY PVT. LTD.
Impresario Entertainment & Hospitality Pvt. Ltd. (Impresario) was founded in 2001 with its maiden venture Mocha – Coffees and Conversations. Today, Impresario boasts a network of 60+ restaurants across 20+ Indian cities. Alongside SOCIAL, its umbrella brands include scaled brands such as antiSOCIAL, Smoke House Deli, and Mocha, as well as boutique one-offs such as Bandra Born, Slink & Bardot, BANNG and Prithvi Café. The company’s core strength lies in understanding the changing dining habits of young India and delivering quality experiences tailored to delight its patrons.
