SOCIAL outlets across India transform into live-action arenas of strategy, trust, and deception inspired by Prime Video’s ‘The Traitors’
India, 16 June 2025: SOCIAL, India’s favourite neighbourhood café-bar, in collaboration with Prime Video, has introduced ‘The Traitors Thursday’, an immersive offline experience inspired by The Traitors, the Indian adaptation of the globally acclaimed reality series hosted by Karan Johar. This first-of-its-kind activation offers guests the chance to step into the world of the show and participate in live gameplay marked by trust, deception, and strategy at select SOCIAL outlets.
The weekly community IP debuted with a high-energy launch at Khar SOCIAL on June 12, aligning with the show’s premiere on Prime Video. The evening brought together fans, creators, and cast members like Raftaar, Elnaaz Norouzi, Urfi Javed, Sufi Motiwala, and Nikita Luther, who engaged in live rounds of gameplay, forming alliances and unmasking traitors among guests.
“The Traitors Thursday is one of our boldest offline content integrations yet,” said Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd.
“The Traitors, with its thrilling gameplay and social mind games, is a natural extension of what SOCIAL stands for: shared experiences that spark connection, conversation, and community. We’re thrilled to reimagine the show’s intrigue within our spaces alongside Prime Video.”
Every Thursday between 12 June and 3 July, from 7 PM to 9 PM, guests at participating outlets can sign up as Innocents or Traitors, playing a live-action version of the show’s format. Additional challenges offer rewards like beer buckets, vouchers, and brand giveaways.
Participating locations include:
Mumbai: Dadar SOCIAL
Pune: FC Road SOCIAL
New Delhi: Connaught Place SOCIAL
Indore: Ring Road SOCIAL
Chandigarh: Sector 07 SOCIAL
Bangalore: Koramangala SOCIAL
Hyderabad: Mindspace SOCIAL
Kolkata: Park Street SOCIAL
As The Traitors drops new episodes every Thursday at 8 PM on Prime Video, SOCIAL transforms its café-bar spaces into dynamic arenas of gameplay, extending its legacy of reimagining cultural formats into participative experiences.
About SOCIAL
SOCIAL is a pioneering urban hangout blending café and bar culture to deliver creative, collaborative spaces by day and high-energy experiences by night. Each outpost reflects the spirit of its neighbourhood, offering a unique blend of work, play, and community connection.
About Impresario Entertainment & Hospitality Pvt. Ltd.
Founded in 2001, Impresario operates over 60 restaurants across 20+ Indian cities. Its portfolio includes iconic brands such as SOCIAL, antiSOCIAL, Smoke House Deli, Mocha, and boutique concepts like Slink & Bardot and Bandra Born.
