Farmley bets on Tamil flavour with new Makha Shaka campaign

MUMBAI: One snack packet, countless chasers and a soundtrack that refuses to leave your head. Farmley is turning up the volume on its southern India ambitions with a new Tamil Nadu-focused campaign for its Makha Shaka snack brand, blending local culture, street energy and a nostalgic musical twist to capture the attention of young consumers.

Built around the tagline “Vibe-a Pudinga Makka”, the campaign reimagines a popular track originally composed by Padma Bhushan Ilaiyaraaja, pairing it with a fast-paced story that unfolds across the bustling streets and neighbourhoods of Tamil Nadu.

The film follows a youngster who manages to grab the last packet of Makha Shaka, setting off a playful pursuit through terraces, balconies, markets and narrow lanes. What follows is less a conventional snack advertisement and more a high-energy chase sequence, fuelled by parkour-inspired stunts and local flavour. Created by Mind Your Language! (MYL), the campaign reflects a growing trend among brands to move beyond product-led communication and tap into regional culture, music and internet-driven trends to build stronger connections with younger audiences.

Tamil Nadu has emerged as one of Farmley’s key growth markets, making regional relevance a critical part of the company’s marketing strategy. Rather than relying on a one-size-fits-all national campaign, the brand has chosen to lean into local nuances and familiar cultural cues.

According to Farmley, the campaign is designed to appeal primarily to Gen Z and millennial consumers, while highlighting the product’s positioning as a roasted snack made from makhana flour and formulated with zero palm oil. The company is backing the campaign with a broad media rollout across digital, social and OTT platforms, including YouTube, Meta and Google Ads. It is also extending its reach through regional television channels such as Star Vijay, Star Vijay HD, Star Vijay Super, KTV, Sun Music and Adithya TV.

The campaign comes as Farmley continues to deepen its presence in Tamil Nadu, where its products are now available across more than 25,000 retail outlets.

The latest film follows another recent Makha Shaka campaign featuring Haryana-based independent artist Agsy, which, according to the company, generated more than 1.4 million views on Instagram.

As snack brands compete for attention in an increasingly crowded market, Farmley’s latest move suggests that winning consumers may require more than just product claims. Sometimes, all it takes is a familiar tune, a fast-paced chase and a packet worth running after.