Gamified Engagement: App Growth with RCBxTWC Partnership
Third Wave Coffee joined hands with Royal Challengers Bengaluru as the Official Coffee Partner for the 18th IPL Season. To celebrate, TWC launched an engaging in-app campaign that rewarded fans for cheering RCB, building stronger brand affinity and boosting user engagement.
Customer Overview
Third Wave Coffee Roasters
Third Wave Coffee is a fast-growing specialty coffee brand in India, recognized for its ethically sourced beans and premium brews. With more than 114 cafés across major cities, it brings together global coffee culture with a local essence. The brand is expanding rapidly, with the vision of redefining the café experience in India.
Bengaluru, India
51-200 Employees
read more
read more
Zarthi’s team brought creativity and dedication to our IPL campaign, delivering a game that reflected our brand values and connected
with our audience – all within an impressive timeframe of just 11 days. Their thoughtful approach and seamless execution ensured the
project met our goals, leaving a positive impact on user engagement.
We identified key problems that need to be addressed to deliver a solution aligned with the customer’s problem
Mobile-First Experience
With most users accessing via mobile, TWC faced the challenge of creating an IPL-linked feature that was lightweight, responsive, and smooth even on lower-end devices and variable networks.
Converting Engagement into Loyalty
TWC aimed to translate the IPL excitement into long-term customer loyalty and repeat purchases through their app by offering promo wallet balance to the top 3–5 run scorers per match, redeemable on future orders within the TWC mobile app.
Driving App Usage
Despite having a growing user base, TWC needed in-app engagement that would encourage customers to spend more time on their app and interact with it.
Enhancing Engagement
TWC wanted to increase its brand visibility and capitalize on its RCB partnership but struggled with how to meaningfully engage cricket fans beyond traditional promotions.
Our Methodology
We were focused on solving the key problems of visibility, engagement, experience, and loyalty by leveraging the RCB partnership. We brainstormed and finalized one that stood out, 'A Hand Cricket Game'. Here is a step-by-step look at our approach:
01 Discovery & Diagnosis
To design a campaign (user engagement strategy) that resonated with TWC’s user base, we analyzed the target audience, primarily millennials and early Gen Z, and found a clear pull toward nostalgia and quick, casual play. This insight led to the concept of a hand cricket game, balancing simplicity, fun, and strong cultural relevance.
02 Solutioning
Based on these insights, we created a game- hand cricket, where users played against a bot by selecting numbers that were converted into runs. The gameplay continued until the bot picked the same number, ending the session. To boost repeat play and app engagement, top scorers were rewarded with redeemable points in their TWC wallet, tying the campaign to coffee purchases.
03 Execution & Delivery
A PRD outlined gameplay mechanics, user flow, scoring logic, leaderboard design, and success metrics. Mobile-first screens were designed with TWCxRCB branding and match schedules, then developed and integrated into the TWC app for smooth performance. Strong tracking captured session counts and play frequency, delivering insights to measure campaign success and guide future improvements.
Services Involved
We delivered a robust, 63 micro-services architecture within 119 weeks, maintaining efficiency and scalability, throughout project engagement
Development
Develop a React.js UI Component to add an Image
Under this Microservice, our Service Leads develop media components that allow seamless integration of images into React.js applications, ensuring smooth rendering and playback.
Under this Microservice, our Service Leads develop media components that allow seamless integration of images into React.js applications, ensuring smooth rendering and playback.
Develop Logic using JavaScript
Under this Microservice, our Service Leads develop flexible and interactive logic using JavaScript. Whether for client-side interactivity, front-end data validation, or lightweight computations, we create optimized scripts that enhance web applications and ensure seamless user experiences.
Under this Microservice, our Service Leads develop flexible and interactive logic using JavaScript. Whether for client-side interactivity, front-end data validation, or lightweight computations, we create optimized scripts that enhance web applications and ensure seamless user experiences.
Develop a Rest API Client in React.js
At Zarthi, our Service Leads handle API calls by developing HTTP requests, implementing authentication and security measures, and managing error handling and state updates to ensure smooth and responsive data interactions.
At Zarthi, our Service Leads handle API calls by developing HTTP requests, implementing authentication and security measures, and managing error handling and state updates to ensure smooth and responsive data interactions.
Develop a React.js UI Component to add a card
Under this Microservice, our Service Leads develop card components to display grouped content in a structured and visually appealing manner.
Under this Microservice, our Service Leads develop card components to display grouped content in a structured and visually appealing manner.
Develop a responsive HTML page to add a table
Under this Microservice, our Service Leads develop responsive tables to present structured data with sorting, filtering, and pagination support.
Under this Microservice, our Service Leads develop responsive tables to present structured data with sorting, filtering, and pagination support.
Develop a React.js UI Component to add a text field
Under this Microservice, our Service Leads develop customizable text input fields to capture and process user input efficiently within React.js applications.
Under this Microservice, our Service Leads develop customizable text input fields to capture and process user input efficiently within React.js applications.
Develop a React.js UI Component to add a modal popup
Under this Microservice, our Service Leads develop modal popup components to display overlay dialogs for confirmations, forms, and alerts.
Under this Microservice, our Service Leads develop modal popup components to display overlay dialogs for confirmations, forms, and alerts.
Develop a React.js UI Component to add animations
Under this Microservice, our Service Leads develop animation components that enhance user interactions with smooth transitions and effects.
Under this Microservice, our Service Leads develop animation components that enhance user interactions with smooth transitions and effects.
Develop a React.js UI Component to add a link
Under this Microservice, our Service Leads develop interactive link components that enable seamless navigation within and outside the React.js application.
Under this Microservice, our Service Leads develop interactive link components that enable seamless navigation within and outside the React.js application.
Develop a React.js UI Component to add spinners
Under this Microservice, our Service Leads develop spinner components to indicate loading states, enhancing user experience during data fetching.
Under this Microservice, our Service Leads develop spinner components to indicate loading states, enhancing user experience during data fetching.
Develop a React.js UI Component to add progress bars
Under this Microservice, our Service Leads develop progress bar components to visually represent task completion or loading states.
Under this Microservice, our Service Leads develop progress bar components to visually represent task completion or loading states.
Product
User Story Documentation
In this Microservice, our Service Leads will create detailed documentation outlining how the system interacts with users and other systems to meet specific goals. This will provide stakeholders with a clear understanding of system functionality, ensuring that user needs are addressed in design and development.
In this Microservice, our Service Leads will create detailed documentation outlining how the system interacts with users and other systems to meet specific goals. This will provide stakeholders with a clear understanding of system functionality, ensuring that user needs are addressed in design and development.
UI for Mobile Application
In this Microservice, our Service Leads craft visually appealing, intuitive, and highly functional user interfaces for mobile applications. They ensure that the app’s UI is fully optimized for mobile devices, considering factors like screen size, touch interactions, and responsiveness. With a strong focus on accessibility and customization, this Microservice guarantees that the app not only looks great but also delivers a seamless experience across a wide range of devices.
In this Microservice, our Service Leads craft visually appealing, intuitive, and highly functional user interfaces for mobile applications. They ensure that the app’s UI is fully optimized for mobile devices, considering factors like screen size, touch interactions, and responsiveness. With a strong focus on accessibility and customization, this Microservice guarantees that the app not only looks great but also delivers a seamless experience across a wide range of devices.
Cloud Ops
Provision AWS Lambda
Under this Microservice, we create and deploy AWS Lambda Functions in your cloud. Our Service Leads ensure that all the necessary configurations and settings are handled so that your Lambda Function is fully ready to execute on any event triggers in your cloud.
Under this Microservice, we create and deploy AWS Lambda Functions in your cloud. Our Service Leads ensure that all the necessary configurations and settings are handled so that your Lambda Function is fully ready to execute on any event triggers in your cloud.
Create / Delete Database with AWS RDS Instance
Under this Microservice, our Service Leads create or delete databases within an AWS RDS instance or terminate a complete RDS instance, ensuring efficient setup or removal of databases to meet your application needs.
Under this Microservice, our Service Leads create or delete databases within an AWS RDS instance or terminate a complete RDS instance, ensuring efficient setup or removal of databases to meet your application needs.
Reconfigure AWS Lambda
Under this Microservice, our Service Leads modify the configuration of your AWS Lambda Functions. We ensure that you can easily customize your Lambda Function’s runtime, memory settings, timeout, and other parameters as per your changing business needs.
Under this Microservice, our Service Leads modify the configuration of your AWS Lambda Functions. We ensure that you can easily customize your Lambda Function’s runtime, memory settings, timeout, and other parameters as per your changing business needs.
Create/Mount AWS S3 Bucket
We at Zarthi create a new AWS S3 bucket and connect/mount it to necessary resources. This Microservice involves specifying the name, region, and configuration of the bucket to ensure everything is aligned as per your needs.
We at Zarthi create a new AWS S3 bucket and connect/mount it to necessary resources. This Microservice involves specifying the name, region, and configuration of the bucket to ensure everything is aligned as per your needs.
Provision AWS CloudFront
Under this Microservice, Zarthi’s Service Leads configure and publish your content on Amazon CloudFront. We set up the distribution, configure caching strategies, configure domain, SSL, and ensure global content delivery from AWS edge locations for reduced latency and faster load times.
Under this Microservice, Zarthi’s Service Leads configure and publish your content on Amazon CloudFront. We set up the distribution, configure caching strategies, configure domain, SSL, and ensure global content delivery from AWS edge locations for reduced latency and faster load times.
Invalidate AWS CloudFront
At Zarthi, we offer this Microservice to purge cached content from AWS CloudFront edge servers, ensuring that new content is served immediately. This helps eliminate outdated or incorrect versions of your assets from the cache.
At Zarthi, we offer this Microservice to purge cached content from AWS CloudFront edge servers, ensuring that new content is served immediately. This helps eliminate outdated or incorrect versions of your assets from the cache.
Create & Configure AWS Public IP Address
In this Microservice, we create and configure a new Elastic IP address for your resources. We allocate the static IP address, associate it with the desired resource, such as an EC2 instance or a Load Balancer, and ensure it is configured for internet access.
In this Microservice, we create and configure a new Elastic IP address for your resources. We allocate the static IP address, associate it with the desired resource, such as an EC2 instance or a Load Balancer, and ensure it is configured for internet access.
Configure AWS VPC Endpoints
Under this Microservice, we configure VPC endpoints to enable private connectivity to AWS services. We set up the endpoints, update routing configurations, and ensure secure access to the services without using the public internet.
Under this Microservice, we configure VPC endpoints to enable private connectivity to AWS services. We set up the endpoints, update routing configurations, and ensure secure access to the services without using the public internet.
Configure AWS Inbound / Outbound Rules (Security Group)
This Microservice configures Inbound and Outbound Rules for a Security Group. Our Service Leads set up the rules properly to allow or deny traffic based on your security requirements.
This Microservice configures Inbound and Outbound Rules for a Security Group. Our Service Leads set up the rules properly to allow or deny traffic based on your security requirements.
Upload/Delete AWS S3 Object
Our Service Leads upload a new object to an AWS S3 Bucket or delete an existing one in this Microservice. We manage all necessary permissions and metadata, ensuring a seamless and secure process for you.
Our Service Leads upload a new object to an AWS S3 Bucket or delete an existing one in this Microservice. We manage all necessary permissions and metadata, ensuring a seamless and secure process for you.
Quality Assurance
Mobile Application Functional Test Case Creation
Under this Microservice, we ensure that every feature of your mobile app is thoroughly tested. We design detailed test cases covering positive, negative, false positive, and false negative scenarios, categorized by criticality (low, medium, high) to ensure complete coverage and reliability.
Under this Microservice, we ensure that every feature of your mobile app is thoroughly tested. We design detailed test cases covering positive, negative, false positive, and false negative scenarios, categorized by criticality (low, medium, high) to ensure complete coverage and reliability.
API Functional Test Case Creation
In this Microservice, our Service Leads design test cases to validate API endpoints, covering positive, negative, boundary, and error scenarios to ensure all major edge cases are addressed. Our test cases include validation of input/output, error handling, status codes, data integrity, and API response time under various conditions.
In this Microservice, our Service Leads design test cases to validate API endpoints, covering positive, negative, boundary, and error scenarios to ensure all major edge cases are addressed. Our test cases include validation of input/output, error handling, status codes, data integrity, and API response time under various conditions.
Postman-Based API Functional & Regression Testing
Under this Microservice, our Service Leads provide automated functional, integration, and regression API testing using Postman.
Under this Microservice, our Service Leads provide automated functional, integration, and regression API testing using Postman.
Non-Technical Testing
In this Microservice, our Service Leads focus on conducting Non-Technical Testing to evaluate the user-facing aspects of the software product. The goal is to ensure a seamless, high-quality user experience through usability testing, accessibility validation, documentation review, and exploratory testing. With a strong emphasis on user-friendliness and business alignment, the testing process confirms that the product meets end-user expectations, complies with standards, and delivers a consistent, engaging experience across all user journeys.
In this Microservice, our Service Leads focus on conducting Non-Technical Testing to evaluate the user-facing aspects of the software product. The goal is to ensure a seamless, high-quality user experience through usability testing, accessibility validation, documentation review, and exploratory testing. With a strong emphasis on user-friendliness and business alignment, the testing process confirms that the product meets end-user expectations, complies with standards, and delivers a consistent, engaging experience across all user journeys.
Design
UI for Mobile Application
In this Microservice, our Service Leads craft visually appealing, intuitive, and highly functional user interfaces for mobile applications. They ensure that the app’s UI is fully optimized for mobile devices, considering factors like screen size, touch interactions, and responsiveness. With a strong focus on accessibility and customization, this Microservice guarantees that the app not only looks great but also delivers a seamless experience across a wide range of devices.
In this Microservice, our Service Leads craft visually appealing, intuitive, and highly functional user interfaces for mobile applications. They ensure that the app’s UI is fully optimized for mobile devices, considering factors like screen size, touch interactions, and responsiveness. With a strong focus on accessibility and customization, this Microservice guarantees that the app not only looks great but also delivers a seamless experience across a wide range of devices.
Illustrations Designing
In this Microservice, our Service Leads specialize in creating custom illustrations that enhance the visual appeal and storytelling of a brand, website, mobile app, or digital product. This Microservice focuses on designing high-quality, tailored illustrations that align with the brand’s identity and effectively communicate key messages. Whether for decorative elements, instructional visuals, or engaging UI components, each illustration is crafted to enhance user engagement and simplify complex concepts in a visually compelling way. By collaborating closely with clients, we ensure that every illustration seamlessly integrates with the overall design, reinforcing the brand’s aesthetic and messaging goals.
In this Microservice, our Service Leads specialize in creating custom illustrations that enhance the visual appeal and storytelling of a brand, website, mobile app, or digital product. This Microservice focuses on designing high-quality, tailored illustrations that align with the brand’s identity and effectively communicate key messages. Whether for decorative elements, instructional visuals, or engaging UI components, each illustration is crafted to enhance user engagement and simplify complex concepts in a visually compelling way. By collaborating closely with clients, we ensure that every illustration seamlessly integrates with the overall design, reinforcing the brand’s aesthetic and messaging goals.
The functions and specializations that worked in sync to ensure seamless delivery
Mobile App Tester
Our Mobile App Tester ensures the functionality, usability, and performance of mobile applications through rigorous testing. They identify bugs, conduct test cases, and collaborate with developers to enhance app quality before deployment.
API Tester
Our API Tester ensures the functionality, performance, and security of APIs by designing and executing test cases. They validate API responses, identify bugs, and ensure seamless integration between systems.
Performance Engineer
A Performance Engineer is a skilled professional who specializes in optimizing the performance, scalability, and reliability of software systems and applications, working closely with software development teams to ensure the product meets the desired performance goals and can handle the expected workload.
QA Analyst
Our QA Analyst ensures software and applications meet quality standards by conducting testing, identifying bugs, and verifying functionality. They work closely with developers to improve performance and user experience.
Data Analyst
Our Data Analyst gathers, cleans, and analyzes data to identify patterns, trends, and insights. They create reports, dashboards, and visualizations to support business decisions. Using statistical techniques and tools, they help organizations optimize operations, improve strategies, and drive data-driven decision-making for growth and efficiency.
Software Developer
A Software Developer is a professional who designs, develops, tests, and maintains software applications. They write code, debug programs, and ensure software functionality meets user requirements. Software developers work with various programming languages, frameworks, and tools to build applications for web, mobile, desktop, and cloud environments.
Software Engineer
Our Software Engineer designs, develops, tests, and maintains software solutions to meet business and user needs. They write clean, efficient code, troubleshoot issues, and collaborate with teams to enhance functionality. Responsibilities include optimizing performance, ensuring security, and integrating new technologies to improve software reliability and scalability.
AWS Cloud Engineer
Our AWS Cloud Engineer designs, deploys and manages cloud infrastructure on AWS. They optimize performance, ensure security, automate processes, and support cloud-based applications to enhance scalability and reliability.
Product Executive
Our product executive job is a role responsible for researching, designing, developing, testing and launching new products for an organization. Product executives are the frontrunners of the product development process, from concept to completion. They are also responsible for communication with stakeholders, analyzing customer data and market trends, and managing product lifecycles.
UI Wireframe Designer
Our UI Wireframe Designer creates intuitive and user-friendly wireframes to define the structure and functionality of digital interfaces. Responsibilities include translating requirements into wireframe designs, ensuring usability, collaborating with UX/UI teams, and refining layouts based on feedback.
Graphic Designer
Our Graphic Designer creates visual content using typography, imagery, and design elements to communicate messages effectively. They develop branding, marketing materials, and digital assets for various media platforms.
We're very social. Let's talk!
©Zarthi 2025 | All Rights Reserved
