In such a crowded market place, we wanted each brand—one anchored in Pan-Asian and the other in Indian cuisine—to deliver more than just food. We wanted to create a higher purpose that really made each brand stand out and give agencies a rich starting point from which to activate. So we set about “inspiring you to travel through taste” (Jumping Pans) and “reigniting the British love affair with Indian food” (Pyjama Hotel).