Building a Scalable Social Presence for a Heritage Sweet Brand via Social Media Marketing
Driving organic discovery, cultural relevance, and meaningful engagement at scale
Client Brief
Jhama Sweets partnered with us for full-fledged social media marketing with the objective of strengthening brand relevance, driving consistent organic growth, and expanding visibility across key markets. Our mandate covered monthly content planning, organic content creation, community-first storytelling, product and content shoots, and performance marketing.
The brief was to:
- Modernise Jhama Sweets’ social presence while preserving its rich legacy and emotional equity
- Build sustained cultural relevance and brand recall through always-on content
- Drive organic discovery supported by performance-led amplification
- Create culturally resonant moments that could spark conversation, sharing, and long-term brand love at scale
Deliverables
As part of the ongoing mandate, we delivered 12–15 posts every month across reels, carousels, and static formats. This included shoot-based reels, product and brand storytelling, content scripting, graphic design, video editing, and platform-native executions. Regular product and content shoots ensured visual consistency and quality, while performance support helped scale high-performing content without compromising authenticity.
Strategy
Social Media Marketing
We built an always-on social media strategy rooted in culture, consistency, and community-first storytelling. Structured monthly content calendars were designed around brand legacy, nostalgia, everyday moments, and cultural relevance.
A balanced mix of shoot-based reels, carousels, static posts, and vox pop videos ensured freshness while reinforcing brand recall. Vox pop formats played a key role in community building by capturing real voices, opinions, and reactions, making the brand feel participative rather than performative.
Content performance was continuously monitored to identify formats and narratives that resonated most strongly with audiences, allowing organic winners to be scaled further. Moment marketing formed an important layer within this system. By staying culturally aware and agile, we were able to tap into timely conversations and trends, allowing select pieces of content to organically break out and achieve mass visibility within a strong, always-on content ecosystem.
Performance Marketing
Performance marketing was used strategically to complement organic efforts rather than replace them. High-intent and high-performing content was amplified to maximize reach, visibility, and engagement while maintaining a native, non-intrusive brand presence.
For Jhama Sweets’ August 2025 Meta campaign, instead of boosting the viral reel organically, we leveraged it as a top-funnel ad asset. We first focused on Mumbai, using celebrity clips, including Salman Khan references, to drive high-intent traffic. Walk-in customer reactions were captured and converted into bottom-funnel vox-pop and UGC-style videos to enhance retargeting and push conversions efficiently.
After achieving consistent results in Mumbai, the same approach was scaled to another Tier-1 city, resulting in a 20X ROAS in Week 1, sustained 6X to 15X in the following weeks, and an 8X+ average ROAS for the month.
Performance
Across the ongoing social media program, Jhama Sweets consistently recorded strong organic engagement, steady growth in reach, and increased profile activity, driven by culturally rooted and community-first storytelling.
Within this broader strategy, one moment-led reel emerged as a breakout performer, organically amplifying the brand’s cultural relevance at scale. The video achieved 10,236,408 views, generating 199,000 likes, 382 comments, 101,000 shares, 266 reposts, and 30,000 saves.
Total interactions reached 329,861, while profile activity stood at 27,872, highlighting strong discovery and intent beyond passive viewing. The cumulative watch time amounted to an extraordinary 5 years, 19 days, 19 hours, 4 minutes, and 47 seconds, indicating high retention, repeat viewing, and long-term audience interest.
Mumbai emerged as the highest-performing and most engaged market, reinforcing Jhama Sweets’ cultural relevance and emotional equity in a key commercial hub.
