Haldiram's
Celebrity festive gifting, and a US Launch playbook for India's most iconic snack brand.
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.
Festive in India was celeb-led. US is being built creator-by-creator.
The festive gifting campaign used a curated celebrity roster to anchor the gifting season, putting Haldiram's at the centre of a cultural moment rather than a transactional purchase. The US Launch work is staged differently: starting with diaspora-resonant creators who carry credibility into Indian-American communities, then expanding outward.
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