MITRA Restaurant


Launching Dubai’s first licensed floating Indian restaurant at Al Seef


The Case

Located at the prime Marsa Al Seef and overlooking the beautiful waters of the Dubai creek, MITRA is now the largest Indian restaurant covering over 6,000 sq/ft offering a nostalgic indoor and outdoor casual dining experience.

MITRA, which in Hindi means ‘friendship’, is Dubai’s first licensed floating Indian restaurant that offers a fusion of Indian and Middle Eastern treats.

MITRA appointed Matrix PR as its official PR agency to effectively build its brand profile, enhance its corporate identity, maximize brand visibility in the region, and to enhance its image as a pioneer in the restaurant industry.



To make the unique concept of MITRA stand out amongst its peers. To enhance the image of the brand in the region through strategic and sustained PR efforts.

Positioning through image building

Awareness through media relations

Industry leadership through expert comments and interviews

Visibility through events and collaborations


  • The region is home to many innovative restaurant concepts all competing to expand their market share

  • Brand differentiation

  • Building trust and credibility within the media, consumers

  • Expertise and unique concept not well-known


The restaurant industry is one of the fastest growing sectors in the UAE.

The biggest challenge was to create top brand recall for MITRA within the target media and boost its visibility in the market through positive and regular media coverage.



Develop and execute a communications strategy that would generate publicity, excite the FnB media, and raise the brand profile among consumers.

The multi-pronged approach and strategy included 3 pillars:

  • Image building

  • Media Relations

  • Events and Collaborations



Image Building

  • Industry Stories, comments from founders/head chef in publications covering hospitality/restaurant news. Highlight MITRA’s unique proposition through its novel concepts and recipes that were never heard of before in the region

Media Relations

  • Press Releases to announce and promote the launch of MITRA. Regular media reviews with key English and Arabic editors. Creative media alerts to push the various deals and special occasions at MITRA

Events & Collaborations

  • Media event to promote the launch and build a rapport with the target media. Maximize visibility on social media through collaborations with food and lifestyle bloggers as they support the brand with reviews




Pitched recipes keeping the media themes and occasions in mind which got covered widely

Blogger Collaborations

Collaborated with key influencers in the region creating a buzz across digital platforms

Brand Visibility

Enhanced brand presence in the region. Top brand recall

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