Every brand begins with a point of view. Every partnership begins with understanding it.
This is where we get to know the world of Crossings 91, the people building it, the thinking behind it and the way we will work together to bring it to life.
We’re here to help build a connected expression of Crossings 91 across strategy, content, design, video and execution. This onboarding is our shared reference point for the brand, the people behind the work and the way we’ll move from a brief to something meaningful.
Meet Wife
Brand’s Better Half.
Wife is an integrated, thinking-led creative agency. We bring strategy, content, design and production together to build a more connected expression of a brand.
The work doesn’t begin with a post or a deliverable. It begins with understanding the business, the audience, the opportunity and the point of view that makes the brand worth paying attention to. From there, we connect the thinking to the creative and the creative to execution.
Our way of working
01Research & immersion Understand the business, brand, audience and context.
02Brand & communication strategy Establish what the brand needs to say and why it matters.
03Content strategy Define the stories, territories and formats that create a connected system.
04Creative development Turn the thinking into distinctive ideas and expressions.
05Design & visual storytelling Create a consistent, recognisable visual world.
06Video & production Bring ideas to life through the right production approach.
07Execution & optimisation Deliver, learn and refine as the work progresses.
A clear process gives good ideas room to develop and gives everyone a shared understanding of what happens next. Quality is part of the process from the first read of the brief to final execution, with team leads and directors reviewing work at the right stages.
01Brief Understand the business context, objective, audience and expected outcome.
02Align Agree scope, roles, timelines and what success looks like before work begins.
03Immerse Go deep on the brand, product, audience and references behind the ask.
04Develop Turn the brief into ideas, copy, design and video, with check-ins along the way.
05Review Team leads and directors check strategy, quality and accuracy before anything is shared.
06Present Share the work with the thinking behind it, so feedback can be specific.
07Refine Fold in consolidated feedback and make the agreed changes.
08Approve and deliver Secure the relevant approvals, then release the work.
09Learn and optimise Look at what worked and carry it into the next cycle.
Every piece is checked for
Strategic alignmentBrand consistencyCreative clarityAccuracy of informationDesign and production qualityAlignment with agreed deliverablesRelevant approvals before release
The exact sequence may vary with the scope of an assignment. The principle stays the same: clear ownership, aligned expectations and considered handovers.
The people behind the work
Different disciplines. One connected team.
Good work depends on clear ownership and the right people being involved at the right time. Here’s the team structure supporting the partnership.
Dedicated means working on Crossings 91 as a core assignment. Shared means supporting Crossings 91 alongside other Wife work.
Pratul Narag Director, Special Projects SharedHigh
Vignesh Mahesh Creative Producer SharedMedium
Understanding escalation
The aim is to resolve things at the right level, keep decisions moving and bring in senior support when it genuinely helps. Escalation is about unblocking the work, not assigning blame.
Critical Issues requiring immediate senior attention or a decision that could materially affect the work.
High Significant issues involving timelines, creative direction, approvals or delivery.
Medium Day-to-day decisions, coordination and functional inputs.
Escalation labels are working guidelines, not job titles.
The brand
Home isn’t one place anymore.
Mumbai is a city of constant arrivals. People come carrying pieces of where they’re from: their language, their habits, their food and the rituals that make a place feel familiar. Crossings 91 brings them together, a contemporary Indian dining experience where flavours from across the country meet, evolve and feel current while keeping their emotional roots intact.
From Everywhere, To Here.
Emotional accuracy, not literal authenticity.
Crossings does not simply replicate home food. It recreates the feeling of it: comfort-led, memory-triggering dishes, regional roots with modern presentation, and purity of taste uncompromised.
The brand at a glance
A brand built at the intersection.
Homecoming lives at the intersection of emotion and energy.
Belonging
A sense of being seen and understood.
Familiarity
Flavours and cues that trigger memory.
Discovery
New interpretations of the known.
Cultural layering
India as a collage, fragments building a whole.
Community
Shared stories. People from a particular region, and people wanting to discover different regions.
Energy
Always alive, never static.
The 3Fs
F1
Fragmentation
India as a collage of cultures, regions and identities, expressed through visuals, menus, music and space design.
F2
Familiarity
Food and cues that instantly feel known. Comfort-first, memory-led, deeply craveable.
F3
Freeflowing
A social, expressive, high-energy environment. A casual, comforting space in between, where people come together in a shared feeling of home and belonging.
What the brand should feel like
Warm, not sentimentalStylish, not intimidatingCheerful, not chaoticExpressive, not overwhelmingModern India, not traditional India
Visual language
Checks, pixels, grids and cross-stitch are all forms made by intersections. A check is created when two lines meet. A pixel is one small unit in a larger image. A cross-stitch is built one mark at a time. Together, many small fragments form one larger feeling of home.
What makes a good brief
Clarity in. Better work out.
The stronger the starting point, the more confidently the team can respond. A good brief gives the work direction without prescribing every answer. Not every brief needs to be long. It does need to make the ask, the context and the intended outcome clear.
A brief checklist 0/11
A personal reference checklist only. Nothing is submitted or saved.
Feedback that moves the work forward
Make feedback useful.
Good feedback gives the work a clearer direction. It helps the team understand what needs to change, why it matters and what a successful revision looks like.
What helps
Consolidated feedback from the relevant stakeholders.
Clear priorities.
Specific, actionable changes.
Feedback linked to the brief and objective.
A distinction between essential changes and personal preferences.
Timely decisions and approvals.
What slows things down
Conflicting feedback from different stakeholders.
Vague responses without a clear direction.
New requirements introduced late without revisiting the scope or timeline.
Changes communicated across multiple channels without a consolidated view.
The aim isn’t to reduce discussion. It’s to make every round of discussion move the work forward.
Working together
The right conversation, in the right place.
Keep communication clear and make sure decisions don’t get lost. Important decisions and approvals should be documented so everyone works from the same understanding.
Email
Formal communication, important decisions, approvals and records.
WhatsApp
Quick coordination, day-to-day updates and time-sensitive communication.
Calls
Discussions that need dialogue, clarification or alignment.
Project-management tools
Tracking work, ownership, status and dependencies, using tools agreed by both teams.
Momentum is a shared responsibility.
01Clear ownership Everyone knows who is responsible for the next step.
02Realistic timelines Allow time for thinking, development, review and execution.
03Timely inputs Assets, information, feedback and approvals affect how fast we can move.
04Early flags If something risks a deadline, raise it early enough to work through the options.
When a dependency changes, communicate the impact and align on the next step. Protecting the work means protecting the process around it.
Social media
The monthly rhythm.
Every month follows the same four dates, so both teams always know what is coming and when.
15th
of the previous month
Ideas and references We share the ideas and references for the month, with a call to take you through them. The story plan comes with them.
20th
of the previous month
Copy and captions Copy and captions for all posts.
25th
of the previous month
Designs and videos Designs and videos for the posts.
26th
each month
Monthly report The report for the month.
How it runs
Scheduling
We use Buffer for scheduling.
Bios
Changed whenever required.
Highlights and stories
We plan the highlights and add stories. The story plan is shared with the ideas and references.
Shoots
Shoot plans are collaborative.
The action plan
We also share an action plan that makes ownership clear on both sides.
01
What we need from the brand
02
What we will do
03
What we plan together
Costs and scope
What the retainer covers.
Social Media Retainer Proposal for Crossings 91, as an annual engagement.
Total monthly investment
₹1,50,000
Taxes applied additionally at billing.
Duration
Annual
Minimum term of 1 year.
A · Social media strategy + account management
Monthly content calendar architecture 1 calendar per month, mapped 4 to 6 weeks out. Every week is tied to a phase (launch, sustain or scale) and to the mechanic, whether it is recommended or advertised. Cultural and trend mapping happens before the calendar is built, not layered on after. Each month becomes a real brief for design and video.
Brand strategy stewardship Ongoing, with a quarterly deep-dive.
Real-time and trend content Ongoing.
Platform management and reporting 1 report per month.
Production coordination Per shoot cycle: brief, shot list and asset count.
B · Brand and design system extension
Social style sheet 1 living style guide, refreshed quarterly if needed.
Tone of voice guidelines 1 living voice document. One person should feel like they wrote every caption and every reply.
Visual motif and signature development Ongoing, evolving with the calendar every 6 months if required.
C · Scope of work
Posts on feed (mix of reels, statics and carousels) 10 posts per month. The mix is decided by what the calendar needs that week, not a fixed ratio. Copy is included with every post, with captions written in the brand’s tone of voice and contextual to the post, and hashtags built as a discovery layer rather than a fixed block reused each time.
Story sets 10 per month. Content pieces above are not indicative of total creatives executed; a story set alone runs 1 to 5 slates.
Bi-monthly content shoot (clubbed with Jolie’s shoot) 1 shoot every 2 months, 6 per year. Each shoot is scoped to build an asset bank that carries two months of calendar, not a single week of posts. Space and ambience coverage is planned in one pass. Shoot day, location and crew size are confirmed per cycle.
F&B styling is excluded and can be made available as per requirements at additional cost. Models, if required for social content, can be arranged at an additional charge.
D · Community management
Monitoring and response Monday to Friday, with a response within 4 hours (working hours). Excludes full crisis protocol and weekend or 24/7 monitoring, which are scoped separately if required.
E · Eventually · Paid media, social campaigns, on-ground execution, films
Campaign strategy and execution Billed separately and scoped per campaign (TBC). Raised in the brief as a possible add-on. Not part of this mandate’s monthly cost, but noted here so it isn’t forgotten between now and when a campaign is greenlit. Scoped and quoted fresh each time, based on the specific campaign’s objective and spend.
Please note
Taxes Applied additionally at billing.
Payment terms Monthly, at the end of the same month.
Revision rounds 2 rounds included per content piece, to avoid endless iteration on one asset.
Minimum term 1 year.
The way forward
Many stories. One shared table.
Crossings 91 brings together things that have travelled from different places: flavours, memories, cultures, people and ideas.
Our role is to help those intersections become a connected brand experience, expressed with clarity across the stories we tell and the experiences we create.
