Bachelors 24 Café
A café in one of Chandigarh's busiest sectors needed a social presence that reflected the experience of being there — and a content system that could compete in a crowded food category.
Context
Bachelors 24 is a café in Sector 34, Chandigarh — an area with a high concentration of food and beverage options and an audience that decides quickly.
The business identified three priorities for its marketing: stronger brand awareness, clearer differentiation from nearby competitors, and support for sales growth. The work was structured around those objectives rather than around a fixed posting calendar.
Challenge
Food content is easy to produce and hard to make distinctive. Menus photograph similarly, reels follow the same formats, and creator collaborations can generate a spike of attention without leaving a lasting impression of the brand.
The challenge was to build a recognisable point of view for the café — one that could live across organic content, creator partnerships and the in-store experience — without overproducing the food and losing the everyday quality that makes the place worth visiting.
Objective
Establish a more consistent and recognisable social presence, coordinate creator activity around the café's actual strengths, and produce content that could be used across organic channels and paid amplification.
- Improve awareness within the café's catchment area.
- Create a content identity that distinguishes it from neighbouring options.
- Support footfall and sales through coordinated promotion.
- Build a reusable library of food, people and atmosphere content.
Strategy
The approach combined three connected workstreams: an ongoing social presence, creator collaborations, and production that could feed both. Content was planned around the moments that make the café worth choosing — the food, the setting, the people — rather than around generic promotional posts.
The proposed content scope for the engagement included 12 videos and 6 graphics. Creator activity was planned to extend reach into relevant local audiences while keeping the café's own channels as the home for the story.
Creative direction
The visual direction favoured real food, natural movement and the texture of the space over studio-perfect styling. Vertical video was treated as the primary format, with stills planned for menus, profiles and campaign use.
Captions and messaging focused on the experience of visiting rather than on discounts alone — giving the brand something to say beyond price.
Execution
Felic Media Co. worked across social media marketing, influencer coordination and content production. Shoots were planned around service periods so the café could continue operating, and content was organised for publishing across the month rather than released in a single burst.
The engagement remains active. This page records the scope and approach; it does not claim that every proposed deliverable has been completed.
Deliverables
Results
Performance figures for this engagement have not been independently verified for publication. We have therefore not included reach, engagement, footfall or revenue claims on this page.
Learnings
In a crowded food category, consistency of point of view matters more than the volume of posts. The most useful production days were those planned around several weeks of content rather than a single announcement.
Creator activity worked best when the brief protected the creator's voice and gave them something specific to experience, rather than a list of required phrases.
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