Mambazham Adi

Mango Season Campaign:
Mambazham Adi

Mango season is a favorite season nationwide (probably worldwide!) So it is no secret that Madras Mandi - a fresh produce brand is really big on the Mango season, just like the users it targets in Chennai.

Given this, we put our thinking hats on to come up with our campaign - Mambazham Adi. The core concept was to forge a deep connection with our target audience by bringing the flavor of nostalgia and translating mango to an emotion.

CAMPAIGN GOAL

To drive sales in the Mango season with the newly launched Mango Gift boxes, Small hampers and with the wide variety of mangoes available on Madras Mandi app and store.

IDEA

To monetize the season by clubbing the emotion attached with Mangoes and with Dhoni (rumored last IPL season). Keeping in mind both were less than an emotion.

CAMPAIGN APPROACH

To reach the target audience, the focus was to communicate the availability of wide variety of mangoes, best price in the market, option to mango gift hampers and so keeping this in mind the media distribution focused on the following

PHOTOSHOOT
Photoshoot for the newly launch mango gift hampers that communicates the freshness of the mango season, for the target audience to engage and devour.

PUSH NOTIFICATIONS

The communication on the push notification leverages the local dialect, trending conversations in the city to talk about the prices, availability and variety of mangoes alongwith promoting the availability of the mango gift hampers - which are perfect gifting option for the upcoming Tamil New Year.

WHATSAPP MARKETING

Based on the user behaviour tailored messages were created for Mango Gift Hampers and to buy freshest mangoes of the season. The cohorts were based on the user behavior from the last Mango season, Average order value of the existing Madras Mandi customers.

IN-APP MARKETING

In-app visual communication in terms of banners, pop-ups and category deep-links to give direct access to the offers, special mango category.

SOCIAL MEDIA CONTENT
Social media was largely based on creating a 20-80 rule for the mango season. Where 20% of the content was to drive sales and 80% of the content was to build connection with the followers using high performing trending content formats, high performing visuals and videos.

Influencer Marketing
Brand Partnerships

PERFORMANCE ADS
With communication based on prices, availability and variety of mangoes and sourcing methods. The performance ads were targeted to get app installs and eventually get conversions.