Modular Kitchen & Railings Showroom
Suto coffee + MicDrop! Advertising
A Fast-Growing National Café Chain Turned Into Bhilai’s Most Buzzing New Hangout Spot for Gen Zs
Project Overview
Suto Coffee came to Bhilai with a strong national presence - 130+ outlets, a big Indore-led café culture, and a youth-first brand personality. But Bhilai didn’t know the brand yet. There was no local recall, no digital presence, and no established behaviour of booking cafés for events.
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Before MicDrop, Suto had brand value - but not local visibility.
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Our job was simple:
Make Suto a place people talk about, visit often, and book for all their celebrations.
We built their digital strategy, audience behaviour, footfall engine, and lead system from the ground up.
Campaign Duration
April 2025 – Present
CHALLENGES
We didn’t redesign Suto’s brand.
We organised and strengthened what already existed - turning it into a clear, usable identity for Bhilai.
BRANDING GUIDELINES
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New brand in Bhilai with low awareness
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No social proof or local trust
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Market not used to booking cafés for parties
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Heavy competition from established local cafés
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Footfall dependent only on walk-ins
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Needed strong ROI without offline marketing
The Colour System
We refined Suto’s warm brown palette into a simple, consistent digital colour system.
Benefit: Makes all posts feel cohesive and instantly recognisable.
The Typography System
Avenir was kept as the primary font and applied consistently across creatives.
Benefit: Ensures a clean, modern, uniform voice everywhere.
We introduced a friendly coffee-bean character that became the centre of the brand’s personality. We named the mascot “SUTO JI”
Mascot
Mascot Usage
We defined where and how Suto Ji appears:
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Reels
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Announcements
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Carousels
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Festive wishes
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Stickers & GIFs
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Benefit: Helps the brand stay fun and engaging without losing consistency.
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Warmth
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Local charm
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Playfulness
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Approachability
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Benefit: Gives Suto a memorable identity and a character people can connect with.
What he brings?
Communication Framework
We built a clear content and communication framework based on four pillars:
1. Food & Beverage
Aesthetic reels, fresh-prep visuals, coffee pours, snack shots.
Benefit: Presents the menu clearly and makes the offerings more appealing to customers.
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2. Experience & Vibe
Ambience, mood clips, candid group moments.
Benefit: Helps people imagine themselves enjoying at Suto.
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3. Community & Culture
UGC, student groups, celebrations, meetups.
Benefit: Builds trust & authenticity.
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4. Functional Content
Offers, Swiggy/Zomato availability, today’s special menu, Location.
Benefit: Drives immediate footfall & orders.
This made the page feel alive, social, and youth-first - exactly what Bhilai’s audience wanted.
STRATEGY
We built a two-lane strategy
A
Build the Brand Online (Organically)
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We created a social ecosystem that reflected the Suto experience - youth-driven, fun, friendly, and pocket-friendly.
Our content focused on:
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F&B product display content
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Vibe & ambience
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Study/work-friendly spaces
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UGC & community moments
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Youth culture (Gen Z tone, relatable hooks)
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Celebrations & hangouts
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Events & micro-experiences
Purpose: Build trust, familiarity, and relevance so Suto becomes a natural hangout choice.
B
Build the Lead Engine
(Paid Ads)
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Once the brand had enough digital depth, we launched hyper-local paid campaigns.
We used:
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Lead generation ads for kitty parties & birthdays
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WhatsApp-based conversions
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Seasonal offers
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Event-specific ads
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Weekly optimization for CPL
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Audience filters: students + young professionals + families
Purpose: Turn attention into actual revenue - consistent leads and consistent bookings.
Let Numbers
do the talking
From the ads + content ecosystem
leads generated in 90 days
300+
conversion rate for party bookings
15%+
minimum ticket size per booking
5,000+
₹
Revenue Generated
22,50,511+
New WhatsApp Reach
130+
Highest footfall across all
Strong, recognisable brand presence in Smriti Nagar
Shifted customer behaviour - cafés now viewed as event venues
Suto now has a strong digital identity, consistent leads, and a loyal community - built entirely through targeted strategy and content.
RESULTS
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Built strong visibility & trust for a new brand
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Created a vibrant social presence that attracted youth
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Turned Suto into a café people book, not just visit
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Increased weekday footfall and engagement
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Generated high-quality leads consistently
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Delivered strong revenue within 90 days
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Positioned Suto Bhilai as the top outlet across the franchise