SOCIAL is bringing romance back offline this Valentine’s season with लव like the OGs, a statewide campaign that will run across all SOCIAL venues from February 10 to February 28. With a limited-edition Valentine’s menu, handwritten postcards, carefully chosen experiences, and community-led events aimed at fostering deep, offline connections, the campaign encourages visitors to put down their screens and reconnect in person. It is rooted in the allure of classic love, when work mattered, and conversations weren’t hurried.

For a generation that grew up with disappearing texts, dating apps, and direct messages, love nowadays frequently happens quickly and online. However, behind the screens, Gen Z is becoming more and more interested in things that seem more genuine, like deliberate effort, uncensored dialogue, and moments that last longer than a swipe. Like the OGs, लव capitalizes on this subtle change by embracing an aspirational return to the good old days of romance, when being in love meant being there, speaking it out, and prioritizing presence above performance. Regaining what still counts—time, focus, and sincere connection—is more important than going backwards.

In an effort to encourage discussion outside of screens, visitors can write postcards as they wait for their dinner and exchange notes in the old-fashioned manner.

The concept is straightforward: take your time, sit across the table, and experience something genuine, whether you’re meeting someone new, hanging out with a partner, or just enjoying the moment with friends.

Because love, like food, is finest when cultures collide, Do Dishon Ka Mel is a limited-edition Valentine’s menu that honors cross-cultural love stories via surprising culinary pairings.

The menu reimagines flavors from many cuisines and places with a Social spin.

On offer are Sev Puri Toastada, Bhuna Ghost Cheese Tart, Chicken Biryani Burrito, Andhra Chilli Paneer, Chicken Chopsuey, Krapow Aglio Olio (available in plant-based, chicken, and lamb), Kebab Paella, Cheeseburst Smash Burgers, Snicker Samosa, and Gajar Halwa Sizzler.

The special Valentine’s food menu will be available across SOCIAL outlets from 10th to 28th February.

Selected dishes from the Valentine’s special menu will also be delivered via Swiggy and Zomato for those who prefer to celebrate at home, delivering a taste of Do Dishon Ka Mel to tables outside of SOCIAL.

Beyond the typical Valentine’s Day clichés, the campaign will also include many carefully planned events and in-store experiences at certain locations, all while adhering to SOCIAL’s community-driven DNA. The celebration is intended to be welcoming, comfortable, and familiar for everyone, regardless of whether they are single, engaged, or somewhere in between.

SOCIAL reinforces its function as a place where people organically gather over food, talks, and shared moments with लव like the originals.

Priyanka Dutta