For over four decades, Morde has been a trusted name in professional kitchens, helping bakers, chefs and creators turn ideas into something people remember. The Morde Chocolate Academy is an opportunity to take that legacy one step further.
Here, Morde isn’t just a product on the shelf. It becomes an experience — a place where people learn, create, experiment and build a deeper connection with the brand.
We are genuinely proud to be working with Morde on this opportunity. More than a campaign, we see this as the beginning of a long-term relationship where we can build something meaningful together — something that strengthens Morde’s position today while shaping how the next generation of bakers and chefs experiences the brand.
Our proposal is built around how each course is promoted rather than the usual promises about reach, and around a competitive position we believe Morde has a genuine opportunity to own.
We would be proud to help Morde build an Academy that people don’t just attend, but remember.
Morde has made chocolate since 1983. The Academy has existed for two and a half years. Until three months ago, neither had been properly introduced to the bakers who should care most.
So you can check we listened before you read what we propose.
@mordechocolateacademy, as it reads in September 2026.
The page exists but has not been switched on. That is not a setback — it means there is nothing to undo. No wrong audience to correct, no dormant feed to explain away. We are starting from a clean bench, which is the easier place to start from.
Following just one account is worth fixing early. An account that follows nobody sits outside the conversation. Following the right bakers, pastry chefs, cafés and suppliers is how a page gets seen by the people it wants in the room.
A single announcement reaches people once, usually at the wrong moment. Each course gets a sequence built around the points at which a baker actually decides to book.
| Stage | When | What goes out |
|---|---|---|
| Announce | ~2 weeks before | The module revealed — what you learn, who it suits, what you carry home at the end of the day |
| Build | 7–10 days before | A technique from the module, a note from the Academy, finished work from previous batches |
| Last call | 2–3 days before | Closing post and stories, with the ad budget pushed behind it |
| Course day | On the day | Stories from the room, and footage captured for everything that follows |
| After | Within a week | Finished pieces and outcomes — which becomes the proof for the next module |
Each course ends up selling the next one. Work shot on a course day becomes the build material for the following module, so the page gets richer every month instead of starting cold each time.
You named Barry Callebaut’s Chocolate Academy as the benchmark, and it is the right one. A global brand, a purpose-built Mumbai centre, a permanent chef team and visiting chefs from hotels like the Taj.
Morde will not out-institution them, and shouldn’t try. That is a decades-long, global-budget position.
But there is a gap they leave open. An academy run by a global manufacturer speaks like an institution — polished, corporate, a little distant. What actually convinces a home baker scrolling on a Sunday evening is a person: someone who shows why the ganache split, why the chocolate seized, why the snap went soft in a Mumbai summer.
A named face from the Academy, answering real questions on camera, is the one thing a competitor with a bigger budget cannot copy.
So the position we recommend: the academy that teaches you properly, run by people you can actually ask. Premium in standard, human in voice.
Every post serves one of these. Nothing gets made because the calendar has a gap in it.
The engine of the page. Each module gets its own run — what is taught, who it suits, what a student walks out with. Module-specific: a bonbon class is sold differently from a bakery-stable dessert class or an entremet module. Fees, timings, level and location stated plainly, because the most common reason a baker doesn’t enquire is that they couldn’t find the basics.
An interactive Q&A series. Questions collected through story boxes, answered on camera by the Academy team. The questions bakers actually ask: why chocolate seizes, why bloom appears after a week, whether compound can be tempered, how to hold a ganache in humidity. It builds the habit of asking Morde rather than searching Google — and every answer is content we can reuse.
The trivia series. Tempering curves and why 31°C matters. Fat bloom versus sugar bloom. Compound versus couverture, explained without taking sides. Viscosity and why it changes how a shell sets. Shelf life and storage in Indian conditions. Useful, highly saveable, highly shareable — and it quietly makes the premium argument without ever claiming it.
The facility is a selling point most competitors’ students never see before booking. The tempering machines, the moulding line, the work stations, the cold room, what eighteen people actually do across a day. For a baker deciding between two academies, seeing the room is often what settles it.
Student work, finished pieces, before-and-after from people who arrived as beginners. Social proof is what converts the undecided baker, and it costs nothing extra to capture on a course day. Over months this becomes the Academy’s strongest asset — visible evidence that people leave better than they arrived.
The pillar that connects the Academy back to the plant. How the range performs in real applications — enrobing, moulding, ganache, bakery-stable fillings. Seasonal work timed to when bakers actually buy: Diwali hampers, Christmas, wedding season, Valentine’s. This is where course promotion turns into chocolate sales.
Stated as quantities, so there is nothing left to interpret later.
| What | How many | Detail |
|---|---|---|
| Static & carousel posts | 16 | Designed in-house on a visual system built for Morde Chocolate Academy, so the grid reads as one brand |
| Reels cut by us | Up to 10 | Edited from Shubham’s raw footage as required — cuts, supers, captions, music, sequencing |
| Stories | 15 | Course countdowns, polls, question boxes, behind-the-bench moments |
| Course campaigns | 3–4 | One full promotional run per module, matched to your calendar |
| Content plan & shoot list | 1 | A written brief for Shubham each month, so nothing is filmed on guesswork |
| Captions & copy | All | Every caption written, including the technical detail bakers look for |
| Meta ads management | Included | Setup, audiences, targeting, optimisation. Ad spend is paid by Morde directly to Meta and is separate from our fee |
| Community management | Daily | Comments and DMs answered; course enquiries passed to you the same day |
| Page growth work | Ongoing | Following and engaging the right bakers, cafés, chefs and suppliers so the page reaches the people it wants in the room |
| Hashtag & discovery | Ongoing | Researched sets per content type, refreshed as we learn what surfaces |
| Page setup | One-time | Bio, highlights, grid structure and visual identity for the Academy page |
| Planning call | 1 | A monthly call with you to lock the next month’s modules, topics and shoot list |
| Report | 1 | Enquiries first, reach second — plus what we are changing next month |
| Competitor watch | Monthly | What the other academies are running, so you are never the last to know |
Shubham shoots and edits. We plan, design, write and run the page.
We lock next month’s modules, the trivia topics and the Q&A themes — and hand Shubham a written shoot list, so the requirement is clear before he sets up.
Stirr + Academy team · last week of the monthShubham films on course days against the shoot list and edits his footage. Raw files also come to us, so we can cut additional reels when a moment deserves one.
ShubhamStatic posts and carousels designed, captions written, reels cut from raw footage where required. Everything built to one visual system so the page looks composed rather than assembled.
StirrYou see the month’s content in one batch, not piece by piece. One round of changes, then it is scheduled.
Academy team · 48-hour windowPosted to schedule, ads running behind the course campaigns, comments and DMs handled daily. Course enquiries reach you the same day they arrive.
StirrWhat brought enquiries, what didn’t, what we change. Every month the targeting gets sharper because we know more about who actually books.
Stirr| When | What happens |
|---|---|
| Week 1 | Approval, access handover, planning call. Visual system for the page designed and approved. Shoot list handed to Shubham. |
| Week 2 | Page rebuilt — bio, highlights, grid. First batch designed and written. October course campaigns built and scheduled. |
| October | Live. Course runs going out with ads behind them, Q&A and trivia in rotation, enquiries arriving daily. |
| Month 3 | First proper read on what brings enquiries. Targeting and content mix adjusted on evidence rather than assumption. |
| Month 6 | Review. By now the page should be doing measurable work on bookings, and we can discuss whether YouTube earns its place. |
A page at 205 followers will not transform bookings in month one. What October can realistically do is make the courses visible, start the enquiry flow, and give us the first real data on who responds. Months three to six are where it compounds.
₹73,000 per month + GST
Shooting and editing on course days — Shubham handles this, as agreed. Meta ad spend, which Morde pays directly to Meta. YouTube and LinkedIn, which we would revisit at the six-month review.
| What | Why | When |
|---|---|---|
| Instagram account access | Publishing, insights and DMs — through Meta Business Suite rather than a shared password | Week 1 |
| Course calendar | Modules, dates, fees, levels and seat counts from October onwards — the campaigns are built around this | Week 1 |
| Ad account & monthly budget | A Meta ad account under Morde’s billing, and a figure we should work within | Week 1 |
| Brand assets | Logo files, product photography, and any brand guidelines Morde Chocolate Academy must follow | Week 1 |
| Shubham’s schedule | Which course days he films, so the shoot list matches reality | Week 2 |
| A named approver | One person who signs off the month’s content, so the 48-hour approval window works in practice | Week 1 |