Every brand deserves a better half.
As their better half — building strategy, content and design for in good co, a modern Indian café brand from Aditya Birla New Age Hospitality.
Wife is a full-service Integrated Marketing Communications, Advertising & Creative Agency — Brand, Strategy, Design, Content, Films and everything under it. We don't just receive briefs and return work; we get under the skin of the brand and build toward a mutual vision.
We're excited to be married to in good co — a café brand built around good coffee, good company, and a new expression of what an Indian café can be.
A modern Indian café brand from Aditya Birla New Age Hospitality, built around a simple belief: good coffee is about good company. Created for a young, fast-moving India looking for spaces to connect, create and express itself — a distinctly Indian expression of contemporary café culture, globally relevant but culturally rooted.
It's about the people, moments and connections that happen around it — not only the coffee.
Research, core strategy, content strategy, creative strategy, design, video, execution. At every stage we benchmark subject matter, category, culture and competition against brand guidelines, business and communication objectives, campaign requirements, consumer expectations and cultural context.
They're workspaces, meeting places, creative spaces, date spots, third spaces, social rituals — places to pause and places to belong. in good co has the opportunity to build a café brand that reflects how contemporary India actually lives.
Not India through nostalgia. Not India through stereotypes. But India as it is becoming — ambitious, social, confident, curious, connected, rooted but not restricted by roots.
Young, urban, culturally aware, constantly moving. Globally exposed but increasingly drawn to what feels authentically Indian. They don't want to choose — they want all of it, and they expect brands to understand that complexity.
From a place you visit — to a brand you belong with.
"Co" is more than part of the name — it's a creative system that can live across campaigns, content, experiences, events, collaborations, social, in-store and community.
The role of content: not "come to our café" but "this feels like my kind of place." The café becomes the backdrop — people and culture become the story.
We know who we are. We don't need to over-explain ourselves.
Smart observations, playful language, cultural humour.
Human, inviting and approachable.
Forward-looking without trying too hard to appear young.
Rooted in the realities, references and contradictions of modern India.
We invite people into the conversation. We don't lecture them.
Why should people care? What should we say, to whom, where and when — and how do we make it matter? Every communication ladders back to the larger brand ambition.
Being everywhere isn't the objective — being relevant is. Content should build brand familiarity, cultural relevance, community, consideration, footfall and conversation.
Design is the language that doesn't need words: modern × Indian, minimal × expressive, familiar × unexpected, premium × approachable. The world should be recognisable even before someone sees the logo.
Wife is not creative. Creative is Wife.
For in good co, our ambition is to make the work feel like it could only have come from in good co — our vision for this partnership is simple: build a brand people want to spend time with.
Monday – Friday, 10:30 AM – 7:30 PM. Weekends and public holidays as workload / critical requirements demand.
Background, objective, audience, key message, mandatories, deliverables, timelines, references, media/platform, business context, approvals. We generally don't take new briefs after 6 PM unless it's an SOS.
We protect the creative process — enough room to develop before rushing into execution.
Where performance data is available, it informs our thinking. Regular reporting tells us what worked, what didn't, why, and what's next.
Menu, product knowledge, new launches, seasonal offerings, store & service experience, promotions, brand partnerships, consumer insights.
Store visits, product tasting, menu sessions, team interactions, consumer observation. You can't build a café brand entirely from a conference room.
Additional resources may be brought in alongside the core team as needed. The strategy team is the primary POC for internal and external communication.
At every stage, work is benchmarked by the respective leads/directors before moving to the next team or being presented externally.
Critical issues move through the defined escalation structure rather than across multiple individuals simultaneously.
| Mode | Purpose | Frequency |
|---|---|---|
| Briefs, feedback, approvals, formal comms | Always | |
| Daily updates, notes, reminders | As required | |
| Phone / Call | Escalations, critical discussions | As required |
| Asana | Tasks, designs, checklists, timelines | Always |
Understand the brief, audience, cultural context, what exists, what competitors do — then identify the opportunity.
What are we solving, for whom, and what's the single-minded thought?
Strategy → creative → content → design → video, working collaboratively wherever possible.
Clear, consolidated, actionable, timely — one round beats many fragmented ones.
Once a master is approved, adaptations across formats, sizes, platforms and languages follow the system.
Training & immersion objective — we should know the brand well enough to speak like it.
Core idea: content for a given month is produced entirely in the prior month, so nothing is created or approved in the same month it goes live. Each live month runs two production cycles the month before.
| Specification | Overall (prod. month) | Delivery (prod. month) |
|---|---|---|
| Copy (posts & captions) | Week 3 | Day 1 of Week 3 |
| Design (creation) | Week 3 | Day 4 of Week 3 |
| Design (feedback / approval) | Week 3 | Day 5 of Week 3 |
| Final creative — ready for Wk 1&2 next month | Week 3 | Day 6 of Week 3 |
| Specification | Overall (prod. month) | Delivery (prod. month) |
|---|---|---|
| Copy (posts & captions) | Week 4 | Day 1 of Week 4 |
| Design (creation) | Week 4 | Day 4 of Week 4 |
| Design (feedback / approval) | Week 4 | Day 5 of Week 4 |
| Final creative — ready for Wk 3&4 next month | Week 4 | Day 6 of Week 4 |
Applied additionally at billing.
Monthly, at the end of the same month.
Unused content pieces carry forward up to 10% of a month's scope.
2 rounds included per content piece, to avoid endless iteration on one asset.
Minimum term: 1 year
A social media account, strategised, designed and voiced like a brand system — not just posted.
As Khan Market proves the model, launch moments for each new café — Bandra, Indiranagar, BKC — become natural extensions of the same thinking, scoped as they arrive.
Packaging, merchandise, on-ground experience design, PR — the same "no templates" discipline applied everywhere In Good Co shows up, not just on social media.
A brand that people recognise, talk about, want to visit, want to spend time with — culturally relevant, distinctly Indian without being defined by stereotypes. A brand that makes good company feel like a place you can actually go to.
in good co is a café. But the reason people come back isn't only the coffee — it's the people, place, feeling, ritual, conversation, experience.
If the answer is yes — we're doing our job.