The Client

Dave & Buster’s — America’s iconic arcade entertainment and dining brand, launching its outlet in Mumbai

The Objective

• Introduce Dave & Buster’s to Mumbai audiences with a high-impact launch.
• Translate the global “Eat. Drink. Play. Watch.” philosophy into a Mumbai-centric narrative.
• Establish the brand as the new go-to destination for food, games, nightlife, and social experiences.

The Background

The client approached Tempest to rethink and redesign the entire launch strategy, as they were unhappy with campaign concept shared by the previous agency. Tempest took up the challenge and presented two fresh creative routes, which were unanimously loved across teams and aligned perfectly with the brand’s vision.

The Approach / Throught

• Mumbai is a melting pot of cultures, personalities, and high-energy entertainment — but most hangouts followed predictable formats.
• Dave & Buster’s broke this routine with an all-in-one entertainment zone combining food, drinks, arcade games, and live sports.
• The strategic direction: retain the American personality, infuse Mumbai’s swagger.
• Bold neon visuals, street-style energy, and colloquial Mumbai tonality helped localize the brand while keeping its global cult vibe intact.

The Creatives

We presented two distinct creative approaches, both rooted in the same brand thought but expressed through different cultural lenses:

1. Neon Arcade Series (Approved Route)

• High-octane visuals inspired by Dave & Buster’s iconic American arcade culture.
• Neon typography, dynamic motion, and playful food elements created instant visual impact.
• A Mumbai protagonist at the center of the frame brought local swagger to global fun
• Designed to “pop” across all media — OOH, digital, in-mall, and launch assets.

2. “American Fun Comes to Mumbai” Cultural Fusion Series

• A playful blend of American entertainment and Mumbai’s everyday cultural icons
• Mumbaikars represented in their authentic identities — from a woman in traditional attire enjoying arcade games to a Mumbai cha dabbawala racing on gaming bikes.
• Showcased how Dave & Buster’s brings global entertainment that seamlessly fits into the city’s local vibe.
• A vibrant, humorous, and relatable visual take showing “American Fun” becoming a part of Mumbai’s fabric.

The Impact

• The approved neon creative was displayed as a large-format billboard outside in the prime vicinity of Infiniti Mall, Andheri West — one of Mumbai’s busiest retail and entertainment zones.
• The vibrant neon aesthetic made the creative impossible to miss.
• The bold colours and energetic composition created strong visual recall, helping establish the brand in Mumbai even before opening day.