Content IPs Built
Four proprietary content series designed to build brand authority,
educate audiences, and position Maverick & Farmer as
India's premier artisanal coffee brand.
30,000+
Organic followers added
4+
IPs launched & scaled
5M+
Organic views clocked through IPs
Our thought process behind maverick's content eco-system
Most coffee brands pick one angle and hope it sticks.
Maverick & Farmer had four: experimental roaster, artisan brand, café chain, and 140-acre estate.
We didn't choose. We built content IPs for each.
Maverick Mondays hooks coffee experimenters with bold brews and DIY recipes. Top-of-funnel content that gets attention.
Caffeine Content converts curious drinkers into coffee nerds. Deep technical breakdowns that build authority you can't fake.
What's On My Plate? serves café-goers and food lovers. Showcases the menu, the pairings, the café experience beyond coffee.
Day in the Life proves farm-to-cup credibility. Shot on their Coorg estate, showing the origin story competitors can't replicate.
Four content IPs. One brand. Complete audience coverage from casual café visitor to specialty coffee obsessive.
This is how you stop renting attention and start owning it.
1
Audit & Strategy
Identified four distinct brand angles: experimental roaster, café chain, artisan origin, and coffee education. Built content IP for each to ensure full audience coverage.
2
Test, Iterate, Scale
Started with one IP. Found the winning format. Scaled it. Launched the second. Repeated the process until we had four co-founder-hosted series, each proven, each repeatable, each building authority.
3
Publish & Layer
Each IP went live strategically. As one gained traction, we launched the next. Four IPs, four audience segments, one brand. Result: compounding reach across the full funnel.
We built four content IPs for India's first artisan coffee brand. Here's what one of the co-founders had to say about the process and results.
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Full Funnel Audience
Test-Iterate-Scale Methodology
Proprietary Content IPs