Festive Gifting · India
The festive headliner. A celebrity-led gifting positioning push that anchored Haldiram's at the centre of the gifting season rather than the snack aisle.
See the work: View the Haldiram's Festive Gifting campaign on Instagram →
US Launch · March 2024
Introducing Haldiram's as a category-defining Indian brand to a US audience where the category itself can't be assumed. The first wave was deliberately curated: four creators selected from a longer consideration list of US-based lifestyle, travel, parenting, and food voices. Picked for cultural fit, not scale.
The Four Reels
Natalia Johnson · @taljohnson · 160K · Lifestyle / Parenting
"Decided to try something new for lunch today and it did not disappoint." Diaspora-resonant, family-table framing.
~15K views · 3.3% ER · Watch the reel →
Colleen · @colleen.travels · 371K · Lifestyle / Travel
"Found some quick & easy, but most importantly DELICIOUS Indian food." Discovery framing with a grocery-store call-out.
~37K views · 8.7% ER · Watch the reel →
Channon Rose · @channonrose · 184K · Lifestyle / Travel
"DINNER HACK! Great for my busy friends who don't have a lot of time to cook." Two-minute Palak Paneer hack framing.
~14K views · 1.2% ER · Watch the reel →
Hellthy Junk Food · @hellthyjunkfood · 348K · Food
Food-creator credibility, leaning on @haldiraminternational ordering as the call to action.
~33K views · 1.9% ER · Watch the reel →
Performance
Numbers below are reel-level performance from the March 2024 wave, projected forward to account for audience growth on each creator's account since posting.
- Combined audience reach: ~1.06M followers across the four creators
- Total reel views: ~100K across the four reels
- Story accounts reached: ~26K across paired stories
- Average engagement rate: ~4.6% (weighted across views)
Why It Worked
The mistake most brands make in a US launch is to lead with mass-reach celebrity. Haldiram's didn't need celebrity. It needed cultural permission from voices the audience already trusted to talk about food. Each of the four reels took a different angle into the same brand: discovery, dinner-hack, family-table, food-creator credibility. The numbers show which angles found their audience and which were still finding voice. The first wave's purpose wasn't a single hit. It was learning which content shape compounds in the US market.
(Subsequent launch waves to follow.)
