The website was designed like no other. There were no navigation tabs or buttons. One could use only their keyboard to navigate.

Each user was welcomed by their IP address and asked to manually enter commands to continue.

We used ASCII animation set to catchy arcade music to tell the story of Café Cuba.

Users then met with a password protected firewall which led them to interact with our brand's Twitter handle. Once past the firewall, the story continued in the form of our TVC. In the end, users could share our site using command keys.

The website was meant to launch the Coffee Revolution. It did that, and then some.

The site saw 500,000+ unique visitors from 115 countries and 80% of them viewed the entire website.

Over 78000 users shared our site using the command panel.

Average user engagement was over 4 minutes.

There were a total of1.1 million+ page views.

Awwwards.com and FWA.com honoured us with ‘Site of the Day’.

Brand impressions worth 120 million USD was earned.

After being forced to sell its flagship beverage brands to an international Cola giant in 1993, Parle Agro was re-entering the soft drink market with a revolutionary drink, Café Cuba. A mix of coffee and fizz, Café Cuba was to break the Cola monopoly in India. So, we took the drink to the Underground. The undisclosed place where revolutions are born.

Brief:

In tow with the 'revolutionary' brand stance, we had to launch Cafe Cuba digitally.

INSIGHT AND IDEA

We found our inspiration in hackers.

Located in remote whereabouts, they take on establishments and start movements by using just their computer modules. In this way, our brand’s objectives resonated with theirs.

Taking cue from a hacker’s module, we created a microsite that was mirrored to look like an MS-DOS/TERMINAL platform. This microsite took users on a journey which familiarized them with Cafe Cuba's taste and origins.