Annapoorna Masalas and Spices

About the client

Established in 1975, Annapoorna Masalas and Spices is a pioneer in the art of spice processing and packaging. Backed by a legacy of four decades and a repertoire of traditional recipes handed down over generations, Annapoorna Masalas and Spices are packed with fresh flavours and fondness.

The Ask

A much-loved client of Madarth, Annapoorna wanted to rapidly increase brand awareness and drive sales for their range of Masalas and Spices in Tamil Nadu.

The Solution

We proposed a hyper-local strategy targeting over 900 pincodes. This comprehensive approach enabled us to cover specific locations where they had solid product placement, giving a high potential for success. This was complemented by extensive POS support and helped maximise the impact of our campaign.

Overall Outcome

The campaign led to a 3X surge in physical sales in the targeted pin code locations, as against the previous period. Though the campaign was initially focused on physical locations, we recommended the client to extend it to online as well. This led to a 3X increase in online sales.

The numbers at a glance

Phase I: Brand Awareness Campaign

A 20-sec TV commercial featuring a popular actress Oorvasi was promoted on YouTube during the first 15 days to propagate brand awareness in specific pin codes. This was complemented by a digital ad campaign on Google. This helped establish Annapoorna range of masalas and spices in the minds of consumers.

Phase I: Results

Impressions: The campaign generated 4.3 million impressions, effectively reaching our target audience in the selected pin codes. Clicks: We achieved 12K+ clicks, showing a strong user engagement and interaction with our content.

View Rate: The view rate of 41.3% surpassed all industry benchmarks, indicating the resonance of our video content with the audience.