The Challenge
“Pongal Basket” was launched on January 3rd and aimed to sell their native sweets and savouries baskets by January 20th, just in time for Thai Pongal, a harvest festival celebrated by the Tamils.
About Pongal basket
Imagine welcoming your relatives’ home with a box of native sweets from different locations across Tamil Nadu, or gifting your friends who live far away with a box containing the best edibles from each district, meticulously curated to remind you and your friends of your roots. That’s what Pongal Basket offers.
The Solution
We targeted YouTube food influencers who appeal to women aged 30+ in Tamil Nadu. Our strategy included pairing the unboxing of the “Pongal Basket Sweet Box” with festive content from the YouTuber. Our message was simple: during the festive season, “embrace the roots” to rekindle the lost taste of various sweets and savouries embedded in Tamil culture.
The Result
90K
+Views
1.4K
+Likes
8.1
+ROAS
The Result
90K
+Views
1.4K
+Likes
8.1
+ROAS