The brand approached us for their Bangalore retail launch and to build online awareness around it. We moved away from the usual “drunk marketing” tropes, designing a three-phase campaign that introduced the drink through a lifestyle-first lens.

Grounded in user research and everyday Bangalore culture, the strategy focused on deepening engagement with existing followers in Phase 1, building organic buzz through a short film in Phase 2, and expanding reach through collaborations with local tastemakers in Phase 3.

We delivered the full strategy and storyboard system, giving the brand a clear launch pathway from audience segmentation to content direction and setting up a framework their internal team could execute with consistency.

PHASE 1  /  Recipe for Everyday Feeling Like a Friday

A three-part reel series placing EverydayFriday in Bangalore’s daily rituals - pickleball, dosa mornings, skincare. It reframed the drink as an everyday companion, not an indulgence.

PHASE 3 / Non-Influencer Marketing

A fast-paced reel series following real Bangalore tastemakers through their day-to-night rhythm.
It grounded the brand in authenticity, replacing aspiration with lived experience.