When we started working with Maverick and Farmer in late 2023, the issue wasn’t reach or effort. It was clarity.

They had a great product, great coffee, and real credibility but not enough people were actually seeing it. The page lacked a clear identity. There was no repeatable format, no recognisable face, and no real reason for people to come back.

So instead of posting more or chasing trends, we focused on one thing. Making the brand visible in a way that actually mattered by building something sustainable, not noisy.

The Shift From Posting Content to Owning a Format

The first thing we did was clean up the page. We tightened the visual language, simplified the branding, and removed the randomness from the feed. The goal was simple. Create clarity before creating volume.

Then we introduced one idea that changed everything.

Maverick Mondays.

A weekly content IP built around one of the brand’s strongest unfair advantages: Ashish D’abreo, the founder of Maverick and Farmer. A genuine coffee nerd and a natural on camera.

The concept was intentionally simple. Ashish shared coffee recipes and experiments that felt distinctly Maverick. Things you could actually make with coffee. Things coffee people genuinely care about.

No overproduction.
No influencer scripts.
Just credibility, personality, and clarity.

How We Engineered Consistency, Not Virality

We started cautiously with four Maverick Mondays a month and tight feedback loops on hooks, pacing, and structure. As views began to pick up, we made a counterintuitive call. We reduced output.

Instead of four episodes a month, we moved to two. Not because growth was slowing, but because the format was working. We wanted every episode to feel intentional, not forced.

Fast forward almost a year and the results speak for themselves. Almost every episode now averages between 50K and 150K views, with multiple episodes crossing 500K to 600K views. More importantly, this happened month after month, not as one off spikes.

This isn’t viral luck.
This is repeatable virality.

What Made Maverick Mondays Work

Three things.

One recognisable face
People don’t follow brands. They follow people.

One clear format
Audiences knew exactly what they were getting every Monday.

One strong niche
Coffee content made for people who actually care about coffee.

As a result, the series started travelling organically inside the coffee ecosystem.

Entrepreneurs. Founders.
Coffee professionals across India.

People started commenting, sharing, and rooting for the series.

That is when you know a content IP has landed.

The Impact So Far

• Over 500K organic views every single month consistently

• 2 million plus total organic views generated by Maverick Mondays alone

• Thousands of followers added without ads

• Strong category authority in the Indian coffee space

And most importantly
A content system that keeps working without chasing trends.

Real-World Impact Beyond Views

The impact of Maverick Mondays did not stay on Instagram.

As the series compounded week after week, it started changing how the brand showed up in the real world.

Ashish D’abreo became instantly recognisable within the Indian coffee ecosystem.
People began stopping him at cafés and events, asking for photos, referencing specific Maverick Mondays episodes, and associating his face directly with Maverick & Farmer.

The brand started seeing a rise in inbound collaboration interest.
Not influencer barter deals, but meaningful brand and industry partnerships driven by credibility, not reach chasing.

At India International Coffee Festivals and industry gatherings, Maverick & Farmer’s content was repeatedly called out by fellow coffee entrepreneurs, founders, and coffee professionals as some of the best coffee content coming out of India.

Not because it was loud.
But because it was authentic, informed, and made for people who actually care about coffee.

Over time, the Instagram page stopped being seen as “just another brand feed.”
It became a reference point.

A page coffee lovers shared.
A brand coffee founders respected.
A voice that felt native to the culture, not manufactured for algorithms.

This is when content stops being marketing and starts becoming reputation.

The Bigger Lesson

This is what most brands miss. Consistency doesn’t come from posting more. It comes from owning a format people actually want to return to.

Maverick Mondays isn’t just content. It’s intellectual property. An IP built to last.

From day one, the format was designed to stand on its own. Not to be dependent on Brownie Media, but to live inside the brand. Even if we stepped away someday, the series could continue without friction. The momentum wouldn’t drop and the audience wouldn’t feel a break.

That’s because we don’t just produce content for brands. We build systems they can own. A format the team understands, a show the brand controls, and an IP that compounds long after execution changes hands.

That’s the real test of good content strategy. Not how it performs while an agency is involved, but how well it holds up after.