Concept
Cafe Arpan, situated in the Bandra region of Mumbai, is a cafe run by people with developmental disabilities. The campaign aimed at increasing footfalls at the cafe, creating an experience, all while raising awareness about the issue.
Role in the Group
Researched, strategised and designed the ad campaign over three platforms (Social media, TVC & Print)
Pitch Intro
Before the pitch is presented, box(es) of cookies from Cafe Arpan are to be kept before the clients, while the presentation begins with these words.
Research
To get a deeper understanding of our Target Audience, Competiton and Positioning, we conducted online as well as in-person surveys among college students of the relevant geographical places and conducted multiple recces of the cafe to soak in the essence of it.
Target Audience
To get a deeper understanding of our Target Audience, Competiton and Positioning, we conducted online as well as in-person surveys among college students of the relevant geographical places and conducted multiple recces of the cafe to soak in the essence of it.
Execution
Social Media- Instagram
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3 TVC's as IGTV videos
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3 profiles on the employees
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3 Illustrations (which can be replaced with pictures): the various corners at Cafe Arpan
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3 reels in sync with the trending audios and actions of the time
Hashtags to be used: #cafearpan #cafesofindia #cafeinmumbai #juhu #differentlyabled #inclusion #inclusiveworkplace #neurodiversity #petfriendly #lgbtqfriendly #conversations #spotlightondisability #mumbaifoodie #brew #thingstodoinmumbai #Hirepeoplewithdisabilities
Posts
Reels
TVC
This entire TVC can be cut into 3 smaller versions portraying the ambience, food and the people of Cafe Arpan.
The print ads are a culmination of similar & dissimilar interests and a portrayal of the inclusivity aspect of Cafe Arpan.
Lastly
