Shoreditch restaurant Dishoom works with OgilvyOne UK to serve up a slice of vintage Bombay on a plate

The stories have been baked onto plates for customers to enjoy

Newly-opened East London restaurant Dishoom has worked with OgilvyOne UK to create a campaign that aims to bring the rich cultural traditions of the old Irani cafés of Bombay that Dishoom is inspired by to the local Shoreditch community.

OgilvyOne’s creative idea was based around the idea of sharing as in the old Bombay cafés food and stories were shared around the table. The agency harvested the stories from the older generation in Bombay and the UK, from spoken recounts and scouring the internet. The many stories were then narrowed down to 80 which have now been beautifully designed and baked onto the plates used in the restaurant.

“We love sharing stories at Dishoom –especially through design. What we most enjoyed about this idea is the way it literally bakes these unique and personal stories into Dishoom. It makes them into something that every guest can experience for themselves and encourages them to share stories of their own. In this way, the memories will live on,” commented Shamil Thakrar, co-founder of Dishoom.

To keep the tradition alive, visitors are invited to submit their own stories and memories online with the best being chosen and baked onto more plates to be used in the restaurant.

Emma DeLaFosse, executive creative director, OgilvyOne UK, added: “We wanted to capture the spoken history of the old Bombay cafes and share them with a new generation at Dishoom. Rather than using Twitter or Facebook, it seemed more fitting to use real plates, as the sharing of plates of food is an inherent part of the culture of these cafes.”

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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