Emparraa Picks Up Café Demis As It Leaves Mangaluru
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.