A content & performance strategy bridging imported specialty coffee culture with India's own — for a fast-scaling cafe chain.
India's fastest-scaling specialty coffee chain — 200+ cafes across 12+ cities, $69.9M raised, rapidly expanding under a new profitability-focused CEO. High output, but a content aesthetic that looks like everyone else's.
South Indian filter coffee holds roughly half of India's coffee consumption. That tension is untouched territory.
1,300+ posts but repeatable formats — cafe aesthetics, product launches — with no unifying cultural narrative.
"Third wave" language never engages India's own deep, majority coffee culture.
Rapid expansion + new profitability-focused CEO risks a more generic national brand voice.
Own the space between imported specialty coffee and Indian filter kaapi heritage.
Direct play on the tension — pour-over vs. filter kaapi, both treated as legitimate craft.
Fast, Gen-Z-native content for the dessert sub-brand — trend-responsive, meme-adjacent.
Hyperlocal, per-cafe community content — not one generic national voice.
A 4-post series reframing Indian coffee heritage as equally craft-worthy as specialty coffee.
Slow-motion filter kaapi tumbler pour, shot with pour-over reverence. "This is a pour-over too."
Brewing ritual, flavor notes, cultural context — no hierarchy between traditions.
Real customers on their first coffee memory — home filter kaapi or first specialty order.
"Every coffee culture is someone's third wave." Campaign close, ties to brand name.
| Funnel Stage | Pillar | Objective | Format |
|---|---|---|---|
| Top (Awareness) | Filter Meets Third Wave | Reach, cultural buzz | Boosted reels, broad geo targeting |
| Middle (Consideration) | Third Rush Culture | Engagement, app installs | Meme-style ads, retargeting |
| Bottom (Conversion) | Neighborhood Third Place | Footfall, repeat visits | Geo-fenced offers, loyalty push |
Illustrative targets, not actual campaign data — modeled on F&B/QSR benchmarks.