Traditional drink, modern campaign.
An AI-led campaign positioned a traditional ragi malt brand for a new urban audience.
The brief
A regional health drink brand wanted to take a familiar product — a traditional Indian ragi malt — into urban Bangalore and Chennai households without losing the heritage cue that made it trusted at home.
What we were up against
Existing creative was packaging-heavy and felt dated. The brand needed a campaign that respected the heritage of ragi while feeling at home next to modern D2C breakfast brands.
How we approached it
We built a warm, golden-hour AI commercial that intercut grain macros with a modern morning ritual, then extended it into a static campaign for Meta and quick-commerce — same visual language, three formats.
Selected frames from the campaign
What changed for the brand.
Indicative numbers from campaign reporting. Brand names used for illustration.
The film made a traditional drink feel current. Our urban repeat-purchase rate moved within the first month.
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