Ajay’s Cafe started with a simple yet powerful vision—to provide good food at an affordable price. The brand had already established a strong presence in smaller cities like Navsari, but cracking the Ahmedabad market was proving to be a challenge. With tough competition and well-known chains dominating the space, gaining recognition in bigger cities required a strategic approach.
Ajay’s Cafe had a clear goal— to grow from 140 to 300 franchises by December 2025. To achieve this, we needed to make Ajay’s Cafe a big name in the QSR industry and strengthen its brand value to drive footfall to its outlets. That’s where we came in.
The first thing we identified was the need to refine the brand name. Ajay’s Food didn’t reflect the cafe experience, so we repositioned it as Ajay’s Cafe—making the brand sound more inviting and aligned with the QSR industry. This small shift made a huge difference in brand perception.
Ajay’s Cafe had a tagline—Happy Wali Feeling—but no one really knew about it. A strong brand needs to reinforce what it stands for.
We made Happy Wali Feeling the central theme of all communication. Additionally we did video campaigns showcasing happiness over sharing burgers and cold coffee at Ajay’s cafe.
To reinforce this further we also launched the ‘TP with Ajay’s’ campaign, tapping into how quality time with friends and family over food is one of the happiest feelings ever.
When we did our research, one thing stood out—Ajay’s Cafe’s best-selling product was cold coffee. Customers came back for it again and again and they loved that it was priced much lower than competitors.
That’s when we decided — Ajay’s Cafe will own the cold coffee space. We made India Ki Best Cold Coffee the brand’s positioning. Then, we created content around cold coffee, making it the star of their marketing. Additionally, we also created fun, quirky social media campaigns that highlighted how Ajay’s Cafe was the go-to place for affordable, delicious cold coffee.
To bring more footfall to all franchises, we needed something exciting—something that would get people talking. That’s when we launched the ‘100 Ka 3’ offer, where customers could grab three burgers for just ₹100.
We roped in influencers to create buzz. And we also used pop culture and relatable memes to spread the offer like wildfire.
The campaign appealed to customers and franchise owners saw a massive jump in sales. Burger sales grew by approximately 61.3%, proving that a great deal + smart marketing = results.
While social media was doing its job, we knew that if people are searching for cold coffee or burgers near them, Ajay’s Cafe should show up first.
We implemented SEO strategies to improve rankings. Targeted search terms like Best Cold Coffee to bring in local customers. We also created valuable content about franchise opportunities to boost organic reach.
More people started discovering Ajay’s Cafe and the brand became more familiar to them.
Expanding into a new city needed something different. We had to make sure people noticed Ajay’s Cafe in Rajkot, so we took the Happy Wali Feeling offline.
We introduced a coffee mascot—a fun, friendly character who went around the city, spreading joy and engaging with people.
The campaign created excitement, pulled in customers to new outlets and made the brand stand out in a crowded market.
Potential franchise owners saw this and realised that Ajay’s Cafe doesn’t just open outlets—they help drive footfall too.
Once brand recognition was strong, it was time to scale franchise sales. We went deep into understanding who buys a franchise and what they look for before making a decision.
We created ad creative that spoke directly to their mindset—focusing on the feeling of running your own business, ROI and brand support.
The campaign took off, generating thousands of leads in just three months. And the best part? They earned 39 times more returns than their investment.
