Farmley has launched a new digital campaign for its Makha Shaka range, tapping into Tamil Nadu’s youth culture with the tagline “Vibe-a Pudinga Makka” (Catch the Vibe, People), set to a reimagined track originally composed by Padma Bhushan Ilaiyaraaja.
Video Link: https://www.instagram.com/reel/DZsAvHov_Qo/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
The film, produced by Mind Your Language! (MYL), follows a young man’s frantic chase after securing the last packet of Makha Shaka, with the pursuit sprawling across neighbourhoods, narrow lanes, terraces and marketplaces. Parkour sequences and fast-paced action drive home just how far people will go for a snack they can’t resist.
Aman Gupta, Head of Marketing at Farmley, said evolving snacking preferences are pushing consumers toward products offering both local flavour relevance and mindfulness, calling Tamil Nadu a key market the brand wanted to address with culturally personal communication, blending Ilaiyaraaja’s iconic music with raw street athleticism.
Deepan Ramachandran, Founder and CCO of MYL, said the creative concept was drawn directly from the brand name itself, pairing parkour’s contemporary energy with Ilaiyaraaja’s timeless sound to create something he called magical.
Beyond storytelling, the film spotlights Makha Shaka’s product credentials – its roasted preparation, zero palm oil formulation, and makhana-flour base – positioning healthy snacking as fun and relatable for Gen Z and millennial audiences.
The campaign is live across YouTube, Meta and Google Ads, with a television rollout spanning STAR Vijay, KTV, Sun Music and Adithya TV, alongside Farmley’s footprint of over 25,000 retail stores in Tamil Nadu. It follows the brand’s earlier Makha Shaka campaign featuring a rap soundtrack by artist Agsy, which drew 1.4 million Instagram views.
