Café Stories & More;

It was 2021. The world was cautiously emerging from a pandemic, and convincing people to step out of their homes was already a marketing challenge.

Then came Café Stories & More.

The founder had a slightly more ambitious proposition. What if we didn’t just ask people to step out for coffee? What if we asked them to travel all the way to a café tucked away in the hills?

And not just any hills.

Shangarh. A beautiful little village in Himachal Pradesh that, back then, wasn’t exactly topping everyone’s travel bucket list.

So we had three challenges rolled into one.

1. First

   Convince people to go out again.

2. Second

   Convince them to travel somewhere they hadn’t necessarily heard of.

3. Third

   Convince them that a café was a perfectly good reason to do both.

The brief was no longer just about marketing a café. It was about marketing the journey to one.

Our strategic challenge was to shift the conversation from what the café served to what an experience there could mean. The mountains, the discovery, the detour, and the possibility of finding something unexpectedly wonderful along the way.

Because when your café isn’t on the way to somewhere, you have to give people a reason to make it the destination.

And that was the story worth telling.