Content IPs
Content
Maverick Mondays Proved The Format. This One Answered A Different Question.
By late 2025, Maverick Mondays was working. One weekly show, the founder on camera, millions of organic views, an engagement rate several times the category benchmark.
But it was doing one job: reach. Recipes and experiments that pulled in a wide coffee-curious audience.
The problem with reach is that it stops at the cup. Maverick & Farmer isn't just a roaster. They grow the coffee. They own the estate. They are, quite literally, farmers. And none of that was visible.
Meanwhile the deepest part of their audience, the people who actually buy specialty coffee at specialty prices, were asking questions the recipe format couldn't answer. Where does this come from. What happens on the farm. Why does this bean cost what it costs.
So we built a second IP. Not a bigger version of the first one. A different one, pointed at a different audience, doing a different job.
The Shift From Making Coffee To Showing Where It Comes From
The concept was almost aggressively simple. Day In The Life of Tej (DiLoTej)
Tej Thammaiah, co-founder and the farmer of the pair, walks the estate. POV. Handheld. He shows you what is happening on the farm that month and explains it as he goes.
No crew. No script. No colour grade. No studio.
The elephants that came through. The monsoon arriving in October. The harvest. How the irrigation actually works. Roasting and cupping. Each episode is one real thing happening on a real coffee estate, narrated by the person who owns it.
Nobody in Indian specialty coffee was doing this. The category shows the cup, the café, the latte art, the roastery. Almost nobody shows the farm, because almost nobody in the category actually has one. It was the single most defensible thing the brand owned and it had never been on camera.
How We Engineered It
We ran DiLoTej monthly rather than weekly. One episode, tied to whatever was genuinely happening on the estate that month, which meant the content calendar was set by the farm rather than by us.
The early episodes were quiet. EP2 did 6,131 views. EP3 did 7,950. For two months it looked like a format nobody wanted.
We kept going, because the signal we were watching wasn't views.
Even at 6,000 views, the people who watched were behaving differently. Higher save rates. Longer comment threads. Actual questions about farming, not emoji. The audience was small and it was the right audience.
Then EP4 hit 34,993. EP5, The Elephants, hit 168,692 and pulled 2,100 new followers off a single post. By EP10, Roasting & Cupping, the format was doing 263,008 views at a 7.59% engagement rate.
From EP2 to EP10 that's a 43x increase in reach, with engagement climbing from 2.95% to 7.59% over the same run.
The Numbers That Matter
Across nine tracked episodes:
609,035 total organic views
38,750 total interactions
22,725 profile visits
8,172 new followers
659 website visits
6.36% aggregate engagement rate
₹0 paid amplification
Median episode: 24,783 views. Best episode: 263,008.
Those are good numbers. They are not the interesting ones.
The Real Finding: DiLoTej Doesn't Win On Reach. It Wins On Conversion.
DiLoTej is nine posts out of eighty-six on the account over the same period. Around 10% of the posts and 10% of the views.
Here is where those views land:
DiLoTej | Everything else | |
|---|---|---|
Share of posts | 10.5% | 89.5% |
Share of views | 10.1% | 89.9% |
Share of profile visits | 38.7% | 61.3% |
Share of follows | 33.0% | 67.0% |
Share of website visits | 24.3% | 75.7% |
One tenth of the content is producing a third of the followers and nearly two fifths of the profile visits.
As a rate: DiLoTej converts 1.34% of its viewers into followers. Everything else on the account converts 0.31%. That is 4.4x. On profile visits the gap is wider still, 3.73% against 0.67%, or 5.6x.
The clearest illustration is a head-to-head. In May 2026 a Maverick Mondays recipe reel did 2.2 million views and produced 3,600 new followers. In June 2026, DiLoTej EP10 did 263,008 views and produced 4,900.
One eighth of the reach. More followers.
That is what happens when content answers a question the viewer actually had, instead of interrupting them with something clever.
What Made DiLoTej Work
A thing nobody else can film. Competitors can copy a recipe format in a week. They cannot copy an estate. The moat was the location, and the location was already owned.
The right person, not the polished one. Tej is a farmer, not a presenter. The lack of polish is the credential. A scripted version of this would have destroyed the only thing it had.
Monthly, driven by the farm. The calendar came from reality. Harvest happens when harvest happens. That constraint is why every episode has something real in it.
Built for the deep end. Maverick Mondays brings people in. DiLoTej is what convinces them this brand is different from every other bag of beans on the shelf. Different job, different audience, same account.
Why This Is The Argument For A System, Not A Show
The Maverick Mondays case study ends on a claim: once the first IP is working, it stops being a gamble and becomes a template.
DiLoTej is that claim tested.
We did not build it by copying what worked. We built it by asking what Maverick Mondays could not do, and then pointing a second format at exactly that gap. Reach at the top, depth underneath. One format to be discovered, one to be believed.
Neither works as well alone. Maverick Mondays without DiLoTej is a brand people enjoy. DiLoTej without Maverick Mondays is a brilliant series almost nobody finds.
Together, the account has a way in and a reason to stay.
The Bigger Lesson
Most brands, once a piece of content works, make more of that piece of content. It's the obvious move and it caps you at the ceiling of one format and one audience.
The better move is to ask what your working format cannot do, and build the thing that does that instead.
For Maverick & Farmer that meant putting the least polished, least optimised, most genuinely expert thing they had on camera. A farmer walking his farm. It became the highest-converting asset on the account.
That's what building content IPs actually looks like. Not a calendar. A small set of formats, each doing a distinct job, all owned by the brand.
You just saw how we think. Now imagine it pointed at your brand. Explore Content IPs →
Let's Work together
You just saw how we think. Now imagine it pointed at your brand.