Crax

Crax was India's first successful packaged snack, launched in 1984 and full of childhood nostalgia, but its digital footprint had fallen behind.

The brief was to rebuild a legacy, TV-led, kids-first brand for the digital age, widening appeal to teens and young adults while defending share in a crowded snacks category.

We built the strategy on a purchase funnel, from aware to advocate, and a clear position: the healthier, baked corn snack that inspires fun and joy for all ages.

A central idea of masti tied the range together, then each sub-brand got its own concept pillars and routes, backed by topical content, influencers, contests and gamification.

A full digital marketing strategy deck, a brand audit, central positioning with a dozen tagline routes, and sub-brand strategies for Rings, Curls, Fritts, Natkhat and Bowls.

A social platform and KPI plan, scripts and storyboards for short video, campaign and contest concepts, gamification ideas, an ecommerce expansion plan and a batch of launch posts.