Le Merdien, Pune, an iconic 5-star hotel in Pune had just been taken over by Sheraton Grand. With the change of guards, the respective restaurants were also undergoing a renovation and were to be relaunched. Bene Italian Kitchen, what was earlier Favola, was to be branded in the Pune market as a restaurant that would serve authentic Italian delicacy. The idea was to use Italian food items and connect it with a historical monument of Italy that people could easily identify. The headline was deliberately kept short and a word was coined that could mean "Enjoy delicious Italian cuisine", thus "It's Italicious!"