Content IPs Built
Two proprietary content series designed to build brand authority,
educate audiences, and position Maverick & Farmer as
India's premier artisanal coffee brand.
Our thought process behind pure & sure's content eco-system
Most organic food brands face the same trap: educate without sounding preachy or sell without losing credibility.
Pure & Sure didn't need to choose. They had 25 years of sourcing expertise, 140+ certified organic products, and a founder with genuine authority in the clean food space.
We built two Content IPs that turned that authority into a recurring content engine.
The challenge: How do you build trust in a category flooded with greenwashing, misleading certifications, and confusing claims — without boring your audience or sounding like a lecture?
The solution: Two distinct IPs. One for education. One for inspiration. Both built around the brand's core belief — that clean food should be simple, honest, and accessible every day.
The positioning: Pure & Sure wasn't just selling organic products. They were becoming the most credible voice in India's clean food movement — one episode at a time.
This is how you build a brand that people trust before they ever buy.
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Read case studies
1
Audit and Strategy
Identified the content opportunity: a highly engaged but deeply confused audience navigating an organic food market full of noise and misinformation. Mapped a dual IP strategy — one built around founder authority and education, one built around product integration through visual storytelling.
2
Build and Validate
Created two distinct Content IPs. The Clean Food Index — hosted by founder Surya Shastry — tackles myths, exposes greenwashing, and simplifies complex truths about organic food with clarity and credibility. The Pure Plate — a no-voiceover, no-text, pure ASMR-style recipe series featuring clean, easy-to-make recipes using Pure & Sure's certified organic products. No hard sell. Just beautiful food, honestly made.
3
Publish and Scale
Both IPs launched across Instagram and YouTube. The Clean Food Index builds Surya's personal authority and positions Pure & Sure as the category educator. The Pure Plate builds desire and product integration through sensory-driven content that lets the food speak for itself. Two formats. One brand story. Compounding every episode.
More case studies by Brownie
See how we've built content systems for brands across industries - from legacy Ayurvedic companies to experimental coffee roasters. Real campaigns, real results, full breakdowns.
Full Funnel Audience
Test-Iterate-Scale Methodology
Proprietary Content IPs
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