SOCIAL & Hong kong Tourism Board Launch ‘PANDA-MONIUM’ Campaign Across India
Ario entertainment & Hospitality Pvt. Ltd.’s SOCIAL outlets are hosting ‘PANDA-MONIUM’, a month-long cultural activation in partnership with the Hong Kong Tourism Board (HKTB). The campaign, designed to boost interest in Hong Kong as a travel destination, runs from September 21 to October 21, 2024, across 45 SOCIAL locations in Mumbai, Delhi-NCR, Bangalore, Hyderabad, and Pune.
the initiative centers around Hong Kong‘s giant pandas, featuring panda-themed décor and interactive experiences aimed at engaging younger audiences. Four flagship SOCIAL locations – Bellandur (Bangalore), Khar (Mumbai), connaught Place (Delhi), and Mindspace (Hyderabad) - will feature dedicated “Panda Tourism Zones” showcasing between 50 and 100 life-sized panda installations.
Guests at all participating SOCIAL outlets will encounter panda and Hong Kong-themed trivia cards alongside interactive QR codes linking to HKTB travel guides. A limited-edition menu of Hong Kong-inspired cocktails and mocktails is also available.
“At SOCIAL, we love creating playgrounds where culture and community come alive,” stated Divya aggarwal, Chief growth Officer at Impresario. “This partnership with the Hong Kong Tourism Board lets us reimagine Hong Kong through the panda lens in playful, curious, and totally shareable moments.” Aggarwal further emphasized the campaign’s goal: ”PANDA-MONIUM is about sparking conversations, inspiring travel, and providing ‘a little slice of Hong Kong’.”
The campaign leverages the panda’s symbolic importance to Hong Kong tourism. Currently, six giant pandas reside in the city: Ying Ying and Le Le at Ocean Park hong Kong, An an and Ke Ke (gifted by the Central Government in 2024), and the twins born to Ying Ying in 2024 – the city’s first panda twins.
Puneet Kumar, Director, south Asia, Hong Kong Tourism Board, commented on the importance of the timing: “Pandas have always held a special place in Hong Kong’s heart, and with the arrival of An An, Ke Ke, and the birth of our first panda twins, this year is truly historic.” He added, “We’re thrilled to bring that excitement to India in a way that is fun, immersive, and authentic to Hong Kong. It’s about sparking curiosity and reminding travellers that Hong Kong is not only a world-class city but also a destination of unique stories, nature, and culture waiting to be discovered.”
Key campaign highlights include:
* Hong Kong-Inspired Beverage Menu: Available at all 45 SOCIAL locations, featuring both alcoholic and non-alcoholic options.
* Trivia & Travel Guides: Panda-themed trivia served with orders and QR codes linking to HKTB digital travel content.
* Cocktail-making Workshops: Hosted in Mumbai, Delhi, Bangalore, Hyderabad, and Pune, offering guests the chance to create and sample the special drinks menu.
* Flagship Installations: Large-scale panda installations and interactive travel content at four major SOCIAL venues.
The PANDA-MONIUM campaign exemplifies a growing trend of tourism boards utilizing brand partnerships and experiential marketing to reach new demographics. The HKTB has identified India as a key market for tourism recovery and outbound travel growth.
