// 01 · THE BRIEF
Two distinct chapters for Haldiram's: a celebrity-led festive gifting campaign in India, and an early playbook for the US Launch.
Haldiram's is India's most recognisable snack brand, but recognition doesn't carry the same weight in every context. The festive India work was a gifting positioning push, anchored by celebrity creators. The US Launch work is a different problem entirely: introducing a category-defining Indian brand into a market where category awareness can't be assumed. Two chapters, two playbooks.
