Integrated brand & marketing strategy Yellow Taxi (Mocktail mix brand)
From the vibrant gullies of India to the streets of New York, Yellow taxi is a hypothetical mocktail brand that blends the bold, aromatic flavors of India with the electric pulse of NYC.
Inspired by the city’s iconic neighborhoods and infused with Indian heritage, each drink tells a story of tradition meeting modernity—crafted for the New Yorker who craves adventure in every sip.
Role
Brand Strategist
Social Media Marketing
Brand Development
Research Analysis
Goal
Product launch & Growth
Now More Than Ever, Americans Crave the Bold Flavor of Mocktails
39% of Americans express a love for Indian spices, indicating growing interest in diverse, bold flavors.
America's mocktail market is booming as health-conscious consumers crave innovative, alcohol-free beverages bursting with flavor.
Approximately 55% of U.S. consumers embrace the bold, aromatic flavors of Indian spices in their culinary routines.
Vision
To bridge the cultural gap between India and New York through bold, innovative mocktails that blend authentic Indian flavors with NYC’s fast-paced lifestyle.
Mission
To create a premium, non-alcoholic beverage experience that celebrates tradition, innovation, and inclusivity—where every sip is a cultural exchange.
A bold, vibrant brand that reflects NYC’s energy and India’s rich flavors.
A color palette inspired by Indian spices & NYC street signs—think saffron, deep reds, and taxi yellow.
A logo featuring floral elements inspired by Indian.
Product Innovation and Naming
Each mocktail is a story in a glass, blending NYC locations with Indian cultural references:
Soho Sundari(Beauty)
A dazzling mix of tropical fruits and fragrant spices, embodying the vibrancy of NYC’s trendiest district.
Downtown Devi(Goddess)
A bold concoction of saffron, citrus, and fizz, symbolizing the fearless energy of the city’s heartbeat.
Roosevelt Island Rani’s(Queen) Club
A floral escape with delicate rose, lychee, and a whisper of cardamom, fit for royalty.
Central Park Chandni(Moonlight)
A dreamy blend of coconut, elderflower, and vanilla, reminiscent of moonlit strolls through NYC’s most iconic park.
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Launch Marketing campaign for Yellow Taxi Mocktail Brand
Marketing Strategy
Experiential & Event Marketing
Goal: Build brand awareness & create memorable, real-world brand experiences.
Host exclusive tastings events at Central Park, Soho, Downtown and Roosevelt Island.
Free make-your-own drink limited class/sessions with "Yellow Taxi".
All images belong to their respective owners and are used for illustrative purposes only.
Collaborations
NYC Cafés & Restaurants featuring Yellow Taxi mocktails on select drink menus.
Co-branded pop-ups like "YELLOW TAXI with Masala Chai Night.” & Makeup brands- KULFI
All images belong to their respective owners and are used for illustrative purposes only.
Content Marketing
Goal: Educate, entertain, and engage potential customers while reinforcing the brand’s story.
Storytelling and Brand narrative
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“From the gullies of India to the streets of New York” – share the inspiration behind the brand.
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Behind-the-scenes of crafting mocktail flavors.
Reels and Tik-Tok Content
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“A Day in NYC with Yellow Taxi” – featuring iconic locations & mocktails.
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“What if India & NYC had a drink together?” – fusion storytelling.
Carousels & Infographics
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"Find Your Perfect Drink" (quiz-style content).
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Ingredient spotlights: cardamom, rose, saffron, coconut, etc.
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Cultural fusion storytelling.
Blog Content and SEO Optimization
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Articles like “Best Non-Alcoholic Drinks for NYC Nightlife.”
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Indian spices and their health benefits in mocktails.
Social Media Marketing
Suggested Instagram Feed
Instagram & TikTok Strategy:
Daily stories & 3-5 posts per week featuring drinks, culture, and NYC life.
Polls:
“Sweet or Spicy? Which mocktail fits your mood?”Q&A sessions with the founders & mixologists.
Instagram Live & Influencer Takeovers:
Online mocktail mixing classes with bartenders
Day in a life of a Yellow Taxi mixologist.
User-Generated Content (UGC):
Encourage customers to tag #SipTheCulture for features on the brand’s page.
Re-share customer reviews & testimonials in story highlights.
Giveaways & Challenges:
“Tag a friend & win coupons.”
“Name Our Next Mocktail” contest.
All images belong to their respective owners and are used for illustrative purposes only.
Influencer & Community Marketing
Micro Influencer & Collaborations
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Partner with NYC-based food & lifestyle influencers for reviews.
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Offer affiliate discount codes to influencers.
Experience-Based Influencer Marketing
- Invite influencers to a private tasting event at an exclusive NYC venue.
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Create trendy “NYC Mocktail Tour” reels featuring Yellow Cab.
Marketing Strategy Calendar
Created a structured 6-month marketing calendar with predicted growth percentage .
Objective | Social Media Strategy | Influencer Marketing | Experiential Marketing | Events and Activations | Paid Ads | Predicted Growth |
|---|---|---|---|---|---|---|
Long-term brand positioning & Loyalty | "Meet the Yellow Taxi Community" IG stories | Nyc food & beverage scene creators | Corporate partnership for office wellness programs | Exclusive VIP tasting events with Makeup brand collab | Tik-tok & IG retargeting ads | 60 % retention increase, 5k+ loyalty sign-ups, brand authority boost |
scaling sales & expanding audience | IG Live Q&A with mixologist | Fitness and wellness influencers | Restaurant & Bar partnerships to feature mocktails on menus | Pop-up at major neighborhoods in nyc | UGC ads | 30% repeat purchase increase, 1500+ higher retail demand |
Seasonal Promotions & Limited edition flavours | limited edition summer mocktail campaign | 5 high engagement influencers for first taste campaign | sampling activation at outdoor summer festivals | Mocktail happy hour collab premuim bars | Instagram stories ads highlighting offers | 40 % seasonal sales spike, 15k + social reach per campaign |
Retail Expansion & Experiential Marketing | Instagram reels and Tik-Tok on store placements and customer reviews | Food bloggers for "Mocktail pairing Ideas" | Partnership with boutique grocery stores and fitness centers | Mocktail Paring dinner at a luxury venue | Google ads targeting "Best Mocktails in NYC" | Expansion into 10+ stores, 50% more event attendees, 10K + Website visits |
Community Engagement and UGC push | #Siptheculture campaign, user-generated content | Lifestyle & Wellness influencers | Collaborations with wellness cafes for product placements | Pop-up tasting booths at local cafes & stores | Retargeting ads for website visitors | 25-30% engagement increase, 1K + UGC posts, 20% rise in repeat purchases |
Brand Awareness & Launch | Instagram & Tik-Tok launch, Branded asethetic, teasers | 5 Nyc-based micro-influencers for unboxing and first impressions | In-store sampling at select boutique retailers | Exclusive rooftop launch party with tastings | Instgram & Facebook geo-targeted ads | 15-20% social media growth, 5K+ website visits , 500+ purchases |