In the vibrant tapestry of India’s café culture, Baithack has emerged as a distinguished thread, weaving together tradition and modernity. Since its inception in 2019, Baithack has specialized in serving traditional Indian chai in kulhads, aiming to provide a cozy, homely environment where people can unwind and connect. With over 120 outlets across the nation, Baithack has become synonymous with authentic flavors and warm experiences.
Marketing Muse embarked on a mission to translate this rich, communal essence onto the digital canvas of Instagram Reels, crafting a narrative that resonates deeply with audiences and amplifies Baithack’s presence in the digital realm.
Objective 1: Breathing Life into Baithack’s Instagram Reels
Our primary goal was to encapsulate the soul of Baithack—its people, their stories, and the bonds forged over steaming cups of chai—and bring this to life through Instagram Reels. We devised a content strategy that seamlessly blended trending themes with authentic human experiences, focusing on the myriad relationships that flourish within the café’s inviting ambiance.
Strategy and Execution
Understanding that food often serves as the backdrop for meaningful connections, we curated content that delved into the interactions between couples, friends, and even strangers who found common ground within Baithack’s walls. By tapping into trending content formats and challenges, we ensured our narratives remained relevant and engaging. Each reel was meticulously crafted to highlight spontaneous moments of joy, laughter, and camaraderie, reflecting the genuine experiences of Baithack’s patrons.
Impact
This human-centric approach fostered a profound connection with our audience, leading to a consistent organic growth of approximately 400 followers per month. The content not only resonated with viewers but also encouraged them to share their own Baithack stories, creating a ripple effect that extended our reach and deepened community engagement.
Objective 2: Generating Excitement for New Outlet Openings
With Baithack’s rapid expansion, particularly into tier 2 and tier 3 cities, it was imperative to generate buzz around new outlet launches to attract and entice potential customers.
Strategy and Execution
For each new outlet, we developed a customized promotional strategy divided into two phases: “Coming Soon” and “Grand Opening Reveal.” The “Coming Soon” phase involved teaser campaigns that piqued curiosity, utilizing countdowns, behind-the-scenes glimpses, and interactive polls to engage the local community. The “Grand Opening Reveal” phase showcased the new outlet in all its glory, highlighting unique features, special events, and opening day festivities. By incorporating regional trends, local languages, and cultural nuances, we ensured the content resonated deeply with the local population.
Impact
This localized approach led to increased footfalls during grand openings, with many outlets experiencing queues of eager customers on their first day. Our content dominated social media conversations in cities like Ayodhya, Kolhapur, Lanka, and Mysuru, establishing Baithack as a beloved community hub.
Objective 3: Showcasing the People Behind Baithack
Beyond its delectable offerings, Baithack’s true differentiator lies in its people—the founders with visionary zeal, the chefs whose hands craft culinary delights, the staff whose smiles warm the room, and the loyal customers who make Baithack their regular katta.
Strategy and Execution
We spotlighted these individuals through storytelling that celebrated their journeys, passions, and connections to Baithack. Features included interviews with founders discussing their transition from corporate careers to entrepreneurship, profiles of chefs sharing their favorite recipes, and testimonials from regular patrons recounting their cherished memories at Baithack. This content was designed to be relatable and impactful, fostering a sense of community and belonging among viewers.
Impact
By humanizing the brand, we deepened customer loyalty and attracted new patrons drawn to the authentic and heartfelt narratives. The stories resonated across demographics, reinforcing Baithack’s image as a café that values and celebrates its people.
Comprehensive Services Provided:
Marketing Muse’s collaboration with Baithack encompassed a holistic suite of services tailored to the Food & Beverage sector:
- Social Media Marketing: Crafting and executing a content strategy centered around trending storytelling and concept-driven narratives.
- Monthly Content Creation: Conducting regular photo and video shoots to produce high-quality content that aligns with the brand’s ethos.
- Content Editing and Management: Ensuring all content is polished, on-brand, and strategically scheduled for optimal engagement.
- Online Reputation Management (ORM): Monitoring and responding to customer feedback across platforms to maintain a positive brand image.
- Strategic Boosting: Implementing targeted advertising campaigns to amplify reach and engagement.
- Outlet Promotion: Developing and executing customized strategies for each outlet’s launch, from pre-opening buzz to grand opening events.
Notable Campaigns and Achievements
Several campaigns stood out for their exceptional performance and impact:
- Crush the Kulhad Challenge (User-Generated Content Campaign): Encouraged customers to share creative photos and videos of themselves enjoying Baithack’s kulhad chai, leading to a surge in organic content and brand advocacy.
- Friendship Day Series: A collection of Reels celebrating friendships formed and nurtured at Baithack, achieving reach 10 times higher than average and engagement 22 times greater than typical posts.
- Valentine’s Day Series: Explored diverse love stories—romantic relationships, friendships, and crushes—through three distinct Reels, resulting in a fivefold increase in shares and saves.
- Women’s Day Reel: Featured female franchise owners, highlighting their entrepreneurial journeys and contributions to Baithack’s success, garnering four times the usual reach and impressions.
Conclusion
Our partnership with Baithack has been a journey of storytelling, community building, and brand amplification. By focusing on the human experiences that define the café, leveraging regional narratives, and crafting content that strikes a chord emotionally and culturally, we were able to establish Baithack as more than just a café — we helped position it as a space for connection, comfort, and celebration.
In an industry saturated with cafes offering similar products, it was Baithack’s soul—the people, the stories, the nostalgia of chai in a kulhad—that became our focal point. Every reel, every campaign, and every outlet launch was a chapter in a larger narrative we built together, and the results spoke for themselves: consistent organic growth, viral campaigns, increased footfall, and most importantly, a community that didn’t just follow the brand—but believed in it.
This case study is not just a reflection of what was done, but of what is possible when brands commit to storytelling that is real, rooted, and relentlessly human. At Marketing Muse, we don’t just create content—we build meaning. And Baithack is proof that when you serve stories with the same warmth as your chai, people will keep coming back for more.
