Client Overview

Ponkathir Foods is a traditional food products company with worldwide distribution, offering authentic Kerala staples. When the brand partnered with White Innovative Solutions, it had strong products—but lacked mass recall and emotional connection within Kerala.

The Challenge

Despite global reach, Ponkathir Foods faced major hurdles in its home market:

• Low brand recall in Kerala households
• High competition in the Puttupodi category
• No strong brand line associated with daily consumption
• Limited digital visibility translating into real-world dominance

The objective was not just awareness—but owning a cultural moment around Puttupodi.

The Solution by White Innovative Solutions

White Innovative Solutions built the entire campaign around the brand’s powerful native tagline: “Our Glass Puttupodikku, Our Glass Vellom”

This line was positioned as a natural, relatable, everyday Kerala truth, not an advertisement.

Key Solution Highlights:

• Tagline-Centric Brand Campaign: Made the line the hero across all creatives
• Kerala-Wide Targeted Campaigns: Reached households across urban and rural Kerala
• Distribution Area–Focused Promotions: Strengthened recall exactly where products were available
• Influencer Collaboration Strategy: Partnered with Kerala-based food & lifestyle creators
• End-to-End Social Media Services: Strategy, content, creatives, media planning, execution, optimization

Execution Strategy

We repeated and reinforced the tagline visually and contextually, showcasing real-life usage moments—glass of water + puttu. By running high-frequency creatives and leveraging influencers, we normalized the tagline in everyday speech and ensured brand visibility aligned with retail presence. The result: the tagline became a commonly used phrase, not just a campaign line.

Results & Impact

• Tagline became popular and widely recognized across Kerala
• Transformed from a lesser-known brand to a household leader
• Reinforced brand strength for global distribution markets

Services Delivered

• Social Media Consultancy
• Tagline-Based Brand Campaign Strategy
• Kerala-Wide & Distribution-Driven Marketing
• Influencer Marketing & Collaborations
• Social Media Management Services
• Integrated Marketing Support