Sri Murugan Ghee Sweets
Sri Murugan Ghee & Sweets is a 70+ year legacy brand in Hyderabad, known for its pure cow and buffalo ghee and traditional sweets.
We led the Ramzan 2026 campaign strategy, content, and execution — focusing on building demand across both B2C households and B2B kitchens during the peak consumption season.
Built Ramzan Around Real Kitchen Behaviour
Instead of generic festive creatives, we built communication around how Ramzan kitchens actually function — non-stop cooking, bulk preparation for Iftar, and dependence on consistency and aroma. This made the brand feel relevant inside the kitchen.
Positioned SMGS as the "Default Choice" During Ramzan
Through retailer, chef, and customer testimonials, we showed customers asking for Murugan Ghee by name, retailers increasing stock before Ramzan, and kitchens refusing substitutes.
This shifted perception from "one of the options" to "the ghee people specifically look for."
Created a High-Frequency, Multi-Format Content System
We didn't rely on single campaigns. We built a content engine:
- Retailer testimonials (demand proof)
- Chef & kitchen-focused reels (performance proof)
- Emotional films (memory, tradition)
- Influencer discovery stories (social proof)
- Short-form hooks (3–5 sec recall content)
Bridged B2B and B2C in One Narrative
Most brands separate audiences. We connected them — B2B: "Used by Haleem makers, caterers, restaurants." B2C: "Used in your home for Iftar cooking." This created a trust loop: if kitchens use it, it must be good.
Drove Purchase Through Availability Visibility
Every piece of content reinforced where to buy:
- Kirana stores across Telangana & AP
- Own stores (Badi Chowdi, Chikkadpally)
- Quick commerce (Zomato, Instamart, BigBasket)
- Direct ordering (WhatsApp, website)
