About the Client: The Boho Cafes are conveniently located in Garia, Madhyamgram and Dumdum respectively. The interiors of both have been designed to be the perfect Instagram bait and boast an air of cosiness. The comfortable seating areas are surrounded by plants that make our customers feel like they have been whisked away to a peaceful garden oasis. Designed by Grandly, the interior is done up in earthy shades of grey and brown, complemented with a touch of the classic white and black. Macrame hangings and over 200 potted plants add a green and bohemian touch to the set-up. Geometric infusions complete the aesthetic appeal with a contemporary, sophisticated touch.

What adds to the relaxed vibe is the menu offering a fusion, global cuisine with an array of options to choose from, starting from the Middle East to the Caribbean and European to Asian along with an exciting mocktail menu to complement the food.

Challenges: Boho Cafes needed to take on the Challenger mind set in the face of domination by larger brands throughout Kolkata. To do so, they would need to hold on to and grow market reputation, all while tracking their digital marketing impact and performance.

Our Idea: In order to measure success and the impact of creative, we looked at store visits tracking. We did this via Google and Facebook provided statistically significant in-store visits reporting across their store network. The biggest challenge was to convince the famously price-conscious Indian customers that this was a product worth paying for. To further customer education, we also ran a social media campaign simultaneously which highlighted the distinct nature of their brand and their product. The social media campaign highlighted the exotic items that were exclusive to Boho, which helped it generate the right buzz among the youngsters.

Result: Ape Studio envisioned Boho as an F&B brand that offered something that Indian customers hadn’t experienced before. Since it was not an established brand, we decided to interpret the brand values and strengths in the Indian context in a way that appealed to the local market. Our branding exercise established Boho as the provider of Middle East to the Caribbean and European to Asian food along with an exciting mocktail men. We highlighted its strengths- its exotic offerings, its Bohemian heritage, the global; youthful appeal of the brand and affordability.

In other words, we established Boho as a brand that was worth checking out and worth paying for