Healthy snacking brand Farmley has launched a new digital campaign for its Makha Shaka snack range, aiming to strengthen its connect with young consumers in Tamil Nadu through a culturally resonant narrative and high-energy storytelling.
Campaign celebrates Tamil Nadu youth culture
Built around the tagline Vibe-a Pudinga Makka (Catch the Vibe, People), the campaign features a reimagined rendition of a popular track originally composed by music maestro and Padma Bhushan awardee Ilaiyaraaja. The film combines the legendary composer’s iconic music with contemporary street culture to create a distinctive regional appeal.
Set in the vibrant neighbourhoods of Tamil Nadu, the campaign follows a youngster who manages to grab the last packet of Makha Shaka, sparking an action-packed chase through bustling streets, narrow lanes, terraces, balconies and local marketplaces. Produced by Mind Your Language! (MYL), the film showcases daring parkour sequences that highlight the irresistible appeal of the snack.
Tamil Nadu remains a key market
Farmley Head of Marketing Aman Gupta said consumer preferences are increasingly shifting towards snacks that balance taste, local relevance and mindful consumption.
“Snacking preferences are evolving rapidly, with consumers looking for products that deliver on both local flavor relevance and mindfulness. Tamil Nadu is one of our top markets and a key focus area, and we wanted our communication to feel deeply personal to our consumers here. With our latest film, we wanted to showcase a distinct, culturally resonant expression of that shift. The legendary original music of Ilaiyaraaja alongside raw street athleticism brings the narrative to life in a way that connects authentically with today’s audience,” Gupta said.
Creative blend of nostalgia and modern trends
Mind Your Language! Founder & CCO Deepan Ramachandran said the campaign was inspired by the youthful energy embedded in the Makha Shaka brand.
“Makha Shaka is a snack brand bursting with youthful energy. It’s a vibe. The communication for Tamil Nadu had to match this exuberance. The creative inspiration came straight from the sound of the brand name itself. All we needed to do was package a film with a heady concoction of a recent vibe, parkour, and an eternal vibe, Maestro Ilaiyaraaja. And the result was magical,” he said.
Focus on healthy snacking attributes
While the campaign uses entertainment-led storytelling to engage viewers, it also highlights Makha Shaka’s key product attributes, including its roasted preparation, zero palm oil formulation and makhana-flour base.
Farmley said the campaign is designed to position Makha Shaka as a healthy and convenient snacking option for Gen Z and millennial consumers, making mindful eating more relatable and aspirational.
Extensive rollout across digital and television
The campaign is being rolled out across major digital, social media and OTT platforms, including YouTube, Meta and Google Ads. It is also supported by a television campaign across leading regional channels such as STAR Vijay, STAR Vijay HD, STAR Vijay Super, KTV, Sun Music and Adithya TV.
With products available through more than 25,000 retail outlets across Tamil Nadu, Farmley said the campaign forms part of its broader strategy to deepen market penetration and expand its flavour-focused portfolio in the state.
Building on previous campaign success
The latest initiative follows another high-energy campaign for the Makha Shaka range that featured a party-themed musical concept and a rap soundtrack by Haryana-based independent artist Agsy. According to the company, that campaign received a strong response on social media, generating more than 1.4 million views on Instagram.