New Delhi: Farmley, a healthy snacking brand, has launched a new digital campaign for its Makha Shaka range, combining nostalgia, music, and contemporary youth culture to deepen its connect with consumers in Tamil Nadu.
Built around the energetic tagline “Vibe-a Pudinga Makka” (Catch the Vibe, People), the campaign draws inspiration from the vibrancy of Tamil Nadu’s youth culture and features a reimagined rendition of a popular track originally composed by music maestro and Padma Bhushan awardee Ilaiyaraaja.
Set across bustling neighbourhoods and lively streets of Tamil Nadu, the film follows a simple yet engaging premise — a youngster gets hold of the last packet of Makha Shaka, triggering an action-packed chase through narrow lanes, rooftops, balconies, and marketplaces. Produced by Mind Your Language! (MYL), the campaign combines fast-paced storytelling with dynamic parkour sequences to create an entertaining expression of snack desirability and youthful energy.
Speaking on the launch, Aman Gupta, Head of Marketing at Farmley, said, “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.”
Deepan Ramachandran, Founder & CCO, Mind Your Language!, said, “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 Ilayaraja. And the result was magical.”
Through the campaign, Farmley positions Makha Shaka as a snack tailored for Gen Z and millennial lifestyles while highlighting key product attributes including its roasted format, zero palm oil formulation, and makhana-flour base.
The campaign is being rolled out across digital, social and OTT platforms including YouTube, Meta and Google Ads, supported by a broad television presence across regional entertainment channels such as STAR Vijay, STAR Vijay HD, STAR Vijay Super, KTV, Sun Music and Adithya TV.
Farmley is also continuing to strengthen its footprint in Tamil Nadu through its expanding retail presence across more than 25,000 stores and a growing portfolio of flavour-led snacking offerings.
The launch follows another recent Makha Shaka campaign built around a music-led party theme featuring Haryana-based independent artist Agsy, which generated more than 1.4 million views on Instagram.
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