Atriaa by JMB
Love at First Bite!
It all began in October 2023, when the renowned name behind JMB Namkeen & Mithai, Mr Pratik, called us and said, “Drop by, I’ve got something exciting cooking.” And oh, he meant it quite literally.
With the idea of Atriaa, he wanted to serve Indore a pure-veg luxury dining experience, deliciously classy, beautifully affordable, and built on the age-old trust of JMB. We instantly loved the concept and started cooking up a campaign theme that was just as flavorful.
As the name suggests, Atriaa stands for “the centre.” Conveniently, the restaurant is also located right in the heart of Indore, so our pre-launch campaign revolved around that. We teased people with clues like “Something exciting and never experienced before is coming to the centre of the city.” From influencer collaborations to local print teasers and standees, the buzz began, and soon everyone in town was asking, “What’s happening at the centre of the city?”
Once the launch was done:
Weekends were sizzling, but weekdays needed a little spice. So we launched the “Party with Atriaa” campaign, highlighting the elegant decor, buffet, and spacious party areas perfect for any celebration. We ran WhatsApp ads and tapped into JMB’s massive loyal customer base through personalised messages and vouchers under a newly introduced Loyalty Campaign, reminding their fans that their favourite brand just got a luxury twist in town. The response was as hot as their sizzlers.
Then came the festive twist: “Navrang at Atriaa.” Since Atriaa is situated inside the city’s most happening building, Abhay Prashal, known for hosting major events and the grand Navratri Garba nights, we saw the perfect opportunity to join the celebration. We themed the outlet for the festival, designed a special Navrang menu, and placed creative standees and signage around the venue so that everyone dancing at Abhay Prashal couldn’t miss dropping by Atriaa for a bite and maybe a break between garbas.
Proud Moments:
Some moments arrive like a warm surprise, and this one truly did. Being named Indore’s Best Vegetarian Luxury Restaurant feels like a gentle reminder of how far the Atriaa by JMB journey has come.
What started as a simple dream to bring luxury, comfort, and flavour together has grown into a place filled with memories shared by the people who walked in with trust and walked out with smiles. This win isn’t just ours. It belongs to every guest who celebrated, reviewed, recommended, and returned.
Holding this award felt less like a trophy and more like a thank-you from the city we love. And while we cherish this moment, it only inspires us to keep serving experiences that feel warm, flavourful, and unforgettable.
Here’s to many more such stories, created one plate and one happy moment at a time.
Garnished Growth:
Fast forward to today, Atriaa by JMB has grown into a family of 2,500+ on Instagram and 10,000+ on Facebook, all organically seasoned with love and engagement.
And of course, we kept the excitement cooking all year long with fun campaigns like “Review Us & Have a Dessert,” “Winter Is Coming,” “Sizzling Sizzlers,” and the much-loved Corn Festival at Atriaa, where the entire outlet turned into a corny celebration with themed décor, menu, selfie zones, and influencer buzz.
Beyond the numbers and the campaigns, what truly makes Atriaa by JMB special is the community that gathers around it. Families celebrating milestones, friends catching up after long weeks, couples finding their little cosy corner, and office teams treating themselves after a hectic day, the space has become a backdrop for countless memories.
Today, Atriaa by JMB stands as a place where people can enjoy a luxury dining experience without burning their pocket or their palate. Because at Atriaa, every bite, every vibe, and every laugh is served with a pinch of luxury and a lot of love.
And the story continues, one flavourful celebration at a time.