Industry: FMCG | Packaged Foods
Region: Maharashtra (with hyper-focus on Thane and surrounding localities)
Product Focus:
100% Preservative-Free Traditional Chakki Atta
Stone-ground | Vacuum-sealed | Delivered in 48 hours
Cracking the Code of Local Loyalty
The FMCG space in Maharashtra is packed with similar packaged atta brands, each trying to claim a place in local kitchens. Instead of diving in with a generic approach, Brand Mender took time to study the market, understand local behaviours, and identify where most brands were falling short. Through research and listening to the audience, we uncovered cultural gaps, missed festive moments, and a lack of local connection in existing messaging. This helped us define the real challenges facing Pratha Atta and shape a focused strategy that delivered clear results and strong returns.
Brand Mender’s Strategic Solution
We focused on a three-fold strategy: hyper-localisation, cultural storytelling, and platform-personalised content execution.
Cultural & Consumer Insights
- Pratha Atta held cultural significance but lacked any narrative to showcase it
- Generic, neutral content failed to evoke nostalgia or regional pride
- Absence of Marathi language, local foods, and festive moments made the brand feel disconnected
- Communication lacked contextual moments tied to vrats, bhogs, or household rituals
Strategic Focus Areas
- Product-Market Fit & Ritual Moments
- Aligned Pratha’s offering with regional food moments like Ganesh Chaturthi modaks, vrat-friendly atta, and festive bhog.
- Spotlighted hero variants like Pratha Modak Atta, tailored for Ganpati celebrations
Watch Sample Reel
- Festival-Centric Campaign Execution
- Ganesh Chaturthi became the centrepiece for emotional recall and cultural relevance
- Rolled out pre-, during-, and post-festival content buckets with storytelling tied to rituals, preparation, and offerings
- Created a 60-day content calendar infused with festive colours, local ingredients, and family values
- Language-First Localised Content
- Content strategy followed a Marathi to English ratio of 3:1, optimised for varied digital literacy
- Posts used relatable colloquialisms—“Ganpati Bappa Morya”, “Aaplya gharacha pratha”—to build intimacy
- Video-led storytelling featured real executives and homemakers to humanise the brand
Watch Video Reel
- Platform-Specific Rollout
- Facebook became the lead platform to engage the 30+ homemaker audience
- Grew organically to 4.3K+ followers
- Focused on festive creatives, video recipes, and homemaker voices
- Visit Page
- Instagram captured younger urban audiences with blended Marathi-English captions, visual reels, and trending audio
