Bengaluru-based vegetarian restaurant PHURR has launched ‘Now Copy This’, an out-of-home (OOH) campaign that challenges the long-held hospitality practice of keeping recipes under wraps. Coinciding with the launch of its new menu, the campaign invites consumers to explore the ingredients and flavour combinations behind some of the restaurant’s signature dishes and reinterpret them in their own kitchens.
At the centre of the campaign is a series of outdoor billboards carrying the message, “NOW COPY THIS.” The billboards direct consumers to a dedicated microsite, where PHURR shares the ingredients and flavour combinations behind selected dishes from both its existing and newly introduced menu, including Poriyal Kofta Malabar Curry and Teen Mirch Ka Paneer Tikka.
Through the initiative, PHURR aims to challenge the belief that recipes are the primary differentiator for restaurants. Instead, the brand positions hospitality, culture and the overall dining experience as the factors that cannot be replicated, even if the ingredients behind a dish are openly shared.
As part of the rollout, PHURR has installed billboards near its Bengaluru outlets in Jayanagar, close to GRT Jewellers, and on 100 Feet Road, Indiranagar, encouraging passersby to engage with the campaign and discover the stories behind its menu.
The campaign accompanies the launch of PHURR’s latest menu, which draws on regional Indian flavours through a contemporary vegetarian approach. The new offering is complemented by a refreshed beverage programme inspired by everyday experiences in Bengaluru, including the city’s café culture, monsoon showers, traffic and nightlife.
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“A menu should evolve with the restaurant behind it. Over the last two years, PHURR has grown into something much bigger than we imagined, and we felt the menu needed to reflect who we are today. Rather than making small additions, we chose to start with a clean slate and refine every little element needed to make it feel more PHURR. We’ve never believed that recipes alone make a great restaurant. Every dish carries the people, memories and experiences that shape it. With Now Copy This, we’re inviting people to look beyond the finished plate and explore the ingredients and flavour combinations behind some of our signature dishes,” said Rahul Lunawat, Co-Founder, PHURR.
