Elevated vegetarian restaurant PHURR has launched ‘Now Copy This’, an out-of-home (OOH)-led campaign that encourages diners to look beyond the finished plate by exploring the ingredients and flavour combinations behind some of its signature dishes.
Timed with the launch of its new menu, the campaign challenges one of the hospitality industry’s long-standing norms keeping recipes and culinary inspiration under wraps. Instead, PHURR is inviting people to experiment with its dishes by offering a closer look at what goes into creating them.
At the centre of the campaign are outdoor billboards across Bengaluru carrying the message “NOW COPY THIS.” The billboards direct curious passersby to a dedicated website, where the restaurant shares the ingredients and flavour combinations behind a selection of its signature offerings, as well as newer additions to the menu. Featured dishes include Poriyal Kofta Malabar Curry and Teen Mirch Ka Paneer Tikka.
According to the restaurant, the initiative is built on the belief that while recipes can be learned and recreated, the overall dining experience—including hospitality, culture, and ambience—is what truly differentiates a restaurant.
As part of the campaign rollout, PHURR has installed billboards near its two Bengaluru outlets in Jayanagar (near GRT Jewellers) and Indiranagar (100 Feet Road), inviting the city to take a closer look at the creative thinking behind its dishes.
The campaign also coincides with the launch of PHURR’s refreshed menu, which explores regional Indian flavours through a contemporary vegetarian approach. Alongside the food menu, the restaurant has introduced a new beverage programme inspired by everyday experiences in Bengaluru, from the city’s first monsoon showers and café culture to its traffic and nightlife.
Rolling out across outdoor digital platforms throughout July, ‘Now Copy This’ seeks to celebrate curiosity, creativity, and the evolving nature of vegetarian cuisine while encouraging diners to rethink what makes a restaurant experience truly memorable.
Speaking about the campaign, Rahul Lunawat, Co-Founder, PHURR, said “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.”
FAQs
- What is PHURR’s ‘Now Copy This’ campaign?
‘Now Copy This’ is an OOH-led campaign that invites people to explore the ingredients and flavour combinations behind some of PHURR’s signature dishes and create their own interpretations. - Why did PHURR launch the campaign?
The campaign accompanies the launch of PHURR’s new menu and aims to challenge the hospitality industry’s tradition of keeping recipe inspiration secret by encouraging culinary curiosity and openness. - Which dishes are featured in the campaign?
The campaign highlights dishes including Poriyal Kofta Malabar Curry and Teen Mirch Ka Paneer Tikka, among other signature and newly introduced menu items. - Where is the campaign being promoted?
The campaign is being promoted through outdoor billboards near PHURR’s outlets in Jayanagar and Indiranagar in Bengaluru, along with digital platforms. - What is unique about PHURR’s approach?
Rather than treating recipes as confidential, PHURR believes that the true value of a restaurant lies in its hospitality, culture, and overall dining experience—not just the ingredients used in its dishes.
