Giving chutney main character energy
Services
Content Creation
Social Media Strategy
Social Media Management
Photography
Videography
Client
Chutnefy
Sector
Consumer & Retail
Question
How do you make a five-second chutney worth more than five seconds of attention?
Answer
By turning a convenience-led product into a brand with stories that people will stop for.
For over 18 months, we handled Chutnefy’s social media mandate, building content around convenience, flavour, product versatility and everyday food moments.
But instead of simply talking about what the product did, we focused on the situations it naturally solved, making Chutnefy part of stories that felt familiar, entertaining and made for digital.
Chutneys in five seconds. Stories that last longer
Chutnefy’s strongest product truth was simple: chutney ready in just five seconds. Our job was to take that convenience story further. From rushed mornings and train journeys to everyday food dilemmas and irresistible flavour moments, we built content around relatable situations where Chutnefy became the obvious solution.
Taking Chutnefy beyond chutneys
When Chutnefy entered the soup category, we launched It’s So Up!, a campaign built around what the product left out. With no cornstarch, unnecessary additives or preservatives, the campaign used satire, category comparisons and unexpected consumption occasions to establish Chutnefy Soups as a cleaner, vegetable-forward alternative without naming competitors.
Giving every launch its own story
As the portfolio grew, every new product gave us a fresh story to tell. From Coconut Chutney and Allam Pachadi to the Mint Chutney rebrand and the launch of Podis by Chutnefy, we avoided treating launches as simple announcements. Instead, each one was introduced through its own flavour, occasion, behaviour or cultural context helping new products feel like natural extensions of the Chutnefy world.
Creating formats people could come back to
We also created recurring properties that allowed the brand to tell stories beyond regular product communication. The Dabba Series explored recipes and unexpected ways to use Chutnefy’s range, showing that the products could do much more than their conventional use suggested.
Family forward narratives for relatability
The Chattani Family brought an animated Indian household to life through festivals, traditions, topicals and everyday family chaos, giving the brand a relatable world of characters and stories of its own.
Chutnefy wasn’t always the story. Sometimes, it was the answer
Across the page, we built content around everyday behaviours, inconveniences and familiar situations rather than starting every idea with the product. The story came first, and Chutnefy often arrived as the unexpected answer. That approach helped turn the page from a stream of product posts into a brand world that was relatable, playful and simply fun to consume.
Family forward narratives for relatability
The Chattani Family brought an animated Indian household to life through festivals, traditions, topicals and everyday family chaos, giving the brand a relatable world of characters and stories of its own.
Love only with every passing second
Brand building takes a creative partnership that includes trust, madness and a whole lot of fun. And when we hear praise about the journey taken, every milestone feels personal. Some friendships only take 5-seconds to turn into a lifetime.
Related case studies
Like our work? Give us a little ting.