Creative
Transforming a Brand into a Cultural Catalyst
Cafe today is the largest selling plain sweet biscuit in Pakistan and the jewel in the crown of Mayfair.
Challenge
Mayfair Café launched with a unique proposition: a center-filled biscuit designed to elevate the tea-time snacking experience. From branding and naming to the initial launch campaign, we led the full-scale rollout.
The first phase succeeded in generating trial, building awareness, and establishing the brand’s distinctive taste and sweetness. However, in Pakistan’s highly competitive biscuit market, the challenge was to now take the brand beyond functional appeal.
As the product gained traction nationwide, it became evident that a new communication phase was needed — one that moved Mayfair Café from a tasty offering to a culturally embedded ritual. The objective was to forge a deeper emotional connection with consumers and transform everyday tea moments into meaningful experiences.
Brand Purpose & Cultural Strategy
From the beginning, Mayfair Café wasn’t just launched as another sweet biscuit — it was built around a clear brand philosophy: to bring warmth, sweetness, and meaningful connection to everyday tea rituals.
Now, in this second phase of communication, it was time to go deeper — to activate the brand purpose and cultural strategy we had embedded since day one.
Using our proprietary Brand Culture Hive Toolkit™, we tapped into a profound regional truth: in the Indo-Pak subcontinent, tea breaks are never just about tea. They are cultural rituals — moments of pause, reflection, laughter, and connection.
With Mayfair Café, we shaped a brand culture where every biscuit opened up a café-like experience — humanizing the brand by turning homes, offices, and roadside gatherings into spontaneous cafés of connection. The product became a catalyst for togetherness, transforming simple tea moments into emotionally rich, shared experiences.
This purpose was never about just satisfying hunger.
It was about creating a culture.
About humanizing the Café brand to sweeten social moments, bring joy to everyday pauses, and make every chai-time a celebration — one cup and one biscuit at a time.
Brand Voice
We humanized and shaped the brand voice to reflect warmth and familiarity, echoing the sounds and sentiments of chai breaks across Pakistan. Mayfair Café speaks in an inviting, inclusive tone that celebrates simple joys and heartfelt shared moments.
Whether among friends, family, or coworkers, the brand becomes the silent yet powerful bond that makes every tea moment feel like a small celebration.
Deliverables:
Brand Strategy & Branding
Brand Identity & Packaging
Brand Positioning Statement
Brand ID & Seed
Communication Strategy
Creative
Ideation & Storytelling
TV Concept & Storyboard
Copy & Content Writing
Key Visuals
Print Ads & OOH
Production Management
Still Photography
Storytelling & Ideation
Our narrative was built around real, relatable tea-time situations that instantly connect with a wide audience: the office break room, the family kitchen, the roadside dhaba, or the campus canteen. In each scenario, opening a pack of Mayfair Café sparks a transformation — laughter flows, conversations start, bonds strengthen.
The campaign was brought to life through:
- Cinematic TVC: A jingle-driven anthem featuring everyday Pakistanis alongside familiar celebrity faces.
- Emotive Lyrics & Situations: Rooted in local culture, the lyrics speak to the power of connection.
- Visual Language: Warm tones, casual settings, and expressive body language reinforcing comfort and community.
Result
- Brand Affinity: Significant increase in emotional recall and brand favourability metrics.
- Cultural Relevance: Mayfair Café became synonymous with chai breaks, organically integrating into daily life.
- Sales Momentum: Continued growth fuelled by repeat purchase, loyalty, and expanded distribution and became the largest-selling sweet plain biscuit in the category.
Conclusion
LAUNCH CAMPAIGN
