Bombay Fifty

Hamdan Hurzook · Full social media management · Delivery-led Indian kitchen, Dubai

The brief

A delivery kitchen doesn’t have a dining room. There is no atmosphere to photograph, no service to film, no room full of people enjoying themselves. There is a kitchen, a set of dishes, and six delivery apps where a customer decides in about four seconds. Bombay Fifty needed content that made people order — not content that looked good on a feed. The challenge was building desire for food nobody can smell, through a phone, against every other Indian kitchen in the city.

What we did

• Took over the full social output; strategy, ideation, shooting, editing and publishing
• Built the content around the two things the kitchen does best: the biryani and the tandoor
• Developed a repeatable reel format; a single anchor shot carrying the story, cut against close-range food cutaways
• Filmed the founder cooking and talking, so the brand had a face instead of stock food footage
• Ran a no-discount campaign push built on desire, social proof and direct ordering; deliberately avoiding price promotions
• Produced influencer set menus to bring outside voices into the feed
• Reported monthly on delivery platform revenue and orders, not on social metrics

The work

The result

Same month, one year apart; July 2025 against July 2026, so the comparison holds summer conditions constant.