Mumbai, 4th February 2026: SOCIAL, India’s neighbourhood café-bar, has introduced The Pincode Party, a new cultural IP that celebrates local culture, communities and everyday neighbourhood life, one pincode at a time. The IP was unveiled through its first edition at Versova SOCIAL, where the evening unfolded as a reflection of the area itself, local sounds, creative corners, comfort of being among one’s own locality and meeting people from your neighboorhood.
With The Pincode Party, SOCIAL turns its long-held belief in hyperlocality into a cultural format. The idea is simple: every pincode has its own people, rhythms, references, and unwritten rules. The Pincode Party is about letting those elements lead. Instead of parachuting in a format, the neighbourhood sets the tone. The music, the makers, the conversations and the energy come from the area itself, making each edition feel unmistakably tied to its location.
“SOCIAL has always been shaped by the neighbourhoods it exists in. The Pincode Party is our way of putting that front and centre. Every pin code has its own energy, its own regulars and its own references, and we wanted to build an IP that lets those things lead. So instead of bringing a template to Versova, we brought Versova into SOCIAL. The music, the makers, the conversations and the crowd are all local, and that is what makes each edition feel real. This is not an event you attend, it is a neighbourhood you become part of,” said Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd.
The debut edition Versova saw close to 50 attendees, including walk-ins and ticketed guests, comprising regulars, locals and first timers who identify as much with the neighbourhood as they do with the venue. Guests moved through the space organically, dropping in, catching up, discovering something new and staying longer than planned, much like they would in their own lane.
Across the evening, five hyperlocal stalls and experiences came together with live music, trivia-led moments and a high-energy closing set by Midnight Bombay. The musical programming featured performances by Sawan (@songsofsawan) and Madhvaani (@madhvaani), alongside a special vocal set by Rebacca, adding to the familiar, community-led energy of the night.
From hands-on candle making by Saga Studio and live tattooing and piercing by Kranti Tattoo & Piercing, to graphic merchandise from Freewillers Club, nail art by Nao’s Aura Nails, and a hyperlocal food pop-up by Suraj Lama Momos, the mix reflected Versova’s creative undercurrent rather than a curated showcase. The programming felt familiar, participative and rooted in the everyday culture of the neighbourhood.
Local artists, bands, DJs and creators from the area formed the backbone of the evening, alongside homegrown businesses and stall partners who participated in the pop-up setup. The audience included hyperlocal collaborators as well as dine-in guests who joined organically during the live music sets, reinforcing the idea that this was not an event dropped into Versova, but Versova showing up at SOCIAL.
With The Pincode Party, SOCIAL marks the beginning of a new cultural chapter for the brand. What started in Versova is designed to travel across SOCIAL outlets as a recurring neighbourhood-first platform, where each edition is shaped entirely by its pincode. As the IP grows city by city, The Pincode Party will continue to spotlight local voices, everyday culture and the small details that make each neighbourhood feel like home, reinforcing SOCIAL’s role as a space where communities don’t just gather, but take centre stage.
