Channi Grind Campaign

2021

Investigate and address the disparity in ground coffee or coffee bean sales within Ajmer compared to other cities.

Market research revealed that a huge segment of Ajmer residents are unfamiliar with home coffee grinding and brewing due to cultural norms and a lack of equipment. I proposed addressing this by leveraging existing resources. By promoting coarse grinds suitable for brewing with readily available kettles and strainers ("Channi"), we can cultivate a sustainable model fostering regular coffee bean sales, as opposed to relying solely on equipment purchases.

We ground the coffee and then created an informational 'step-by-step' video showcasing the equipment needed, accompanied by a voiceover.

This led to an impactful digital and print campaign that increased website traffic by 45% and social media engagement by 30%, ultimately resulting in a 62% increase in sales for their freshly ground coffee. By addressing the identified barriers, such as lack of knowledge about manual brewing methods, through the introduction of the innovative 'Channi Grind' brewing kit, we were able to connect with customers on a deeper level and drive significant results