The year-long partnership launches SOCIAL SPACES and LOCAL HEROES, spotlighting community hubs and everyday changemakers shaping urban India.
India, August 25, 2025: SOCIAL, India’s leading neighborhood café-bar, has announced a year-long collaboration with STRT91, a youth-led digital storytelling platform, to highlight India’s “third spaces” — cultural touchpoints beyond home and work that foster connection, creativity, and community.
The collaboration introduces two flagship content series:
SOCIAL SPACES: A 5-minute video series showcasing dynamic community hubs such as chai tapris, college canteens, maidans, and local addas that embody India’s informal cultural networks.
LOCAL HEROES: A long-format podcast spotlighting extraordinary stories of ordinary people — street vendors, neighborhood figures, and everyday changemakers who weave resilience, humor, and innovation into urban life.
Both series will roll out one new episode every month starting this August, distributed across SOCIAL and STRT91’s social media channels.
Speaking on the collaboration, Imran Shamsi, Founder & Director, STRT91 & What Works, said, “India’s streets are the world’s biggest content library — full of stories, conversations, humor, and innovation. With SOCIAL, we’re building a megaphone for the people and places that define India’s culture today and its legacy tomorrow.”
Adding to this, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd., noted, “SOCIAL has always been a third space where people connect. STRT91 brings a lens that uncovers the subcultures shaping urban life. Together, we’re able to celebrate the people and places that give our cities their unique character.”
At its core, the collaboration celebrates the raw authenticity of India’s urban fabric — the offline social networks where gossip, ideas, and relationships thrive unscripted. Through SOCIAL SPACES and LOCAL HEROES, SOCIAL and STRT91 aim to document and amplify stories that are relatable, revelatory, and deeply rooted in community culture.
About SOCIAL:
SOCIAL, part of Impresario Entertainment & Hospitality Pvt. Ltd., is a pioneering café-bar concept designed as a “third space” for creativity, collaboration, and connection. Blending work and play, SOCIAL is known for its vibrant community-first ethos and unique cultural programming across India.
About STRT91:
STRT91 is a youth-led digital storytelling platform dedicated to amplifying grassroots voices, subcultures, and everyday stories from India’s streets and communities. With a focus on authenticity and inclusivity, STRT91 creates engaging multimedia content that resonates with young, urban audiences.
