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Emparraa Picks Up Café Demis As It Leaves Mangaluru

Ad Tribe! Bureau1 min read
A halftone paper cutout of a takeaway coffee cup and a handheld microphone, on a flat burnt orange background

Emparraa has won the public relations mandate for Café Demis, the café venture from Mangaluru-based Demifoods. The agency takes media relations, brand storytelling and strategic positioning, starting in Mangaluru and following the brand out of it.

  • Agency: Emparraa
  • Client: Café Demis, Demifoods' entry into the café business
  • Scope: media relations, brand storytelling and strategic positioning
  • Focus: Mangaluru first, then expansion into other Indian markets
  • Leadership: Jinal Nagda, founder and chief executive of Emparraa, and Rajesh Menezes, founder of Demi Networks and Café Demis

Emparraa Is Selling A Café Before The Cafés Exist

The timing is the notable part. Café Demis is a single-city brand with a national ambition, which means the agency is being asked to build recognition ahead of footprint rather than in support of it. PR is unusually well suited to that, because a story travels to cities the brand has not opened in yet.

Jinal Nagda framed the appeal in terms of a brand with a clear point of view on the café experience, and described the work as taking Emparraa's storytelling approach into hospitality in a more experiential way. Rajesh Menezes made the positioning claim the PR will have to carry: that Demis is a social space for everyday life rather than a place that sells coffee.

The Category It Is Walking Into

Indian café brands compete on a crowded proposition, and the third-place idea has been claimed many times over. What Menezes describes, allowing each café to develop its own character while holding a common philosophy, is the harder version of the model and the one that resists chain fatigue. More agency wins.

#Emparraa#Café Demis#Demifoods#PR Mandate#Jinal Nagda
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