The brief

Dishoom is one of our favourite restaurants. So when they asked us to help them mark a significant milestone: 10 million meals donated to charity through Dishoom’s meal for a meal initiative - we jumped at the opportunity. 

It was a particularly poignant milestone as it came just as Dishoom was opening back up to the public after the COVID-19 lockdowns. Despite the restaurants effectively being shuttered, Dishoom continued to provide take-away meals and meal-kits and continued to deliver on their meal for a meal promise. A huge commitment when the industry was struggling.

They needed a creative campaign that reflected this incredible goal.

Our approach

COVID made filming a little challenging - but we set out to show the restaurant and hear from Dishoom Founder, Shamil about what the milestone meant to the charities. It was important for us to make the charities the focus for the videos and help tell the meal-for-a-meal story. Using existing footage, we told the story of how Dishoom has worked with both Akshaya Patra and Magic Breakfast to help feed children through the scheme. 

"Can't recommend them enough, we love them"

Kavi Thakar, Founder, Dishoom

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