How a Heritage Sweet Brand Sparked Mass Virality Without Paid Media
10.2M views powered purely by culture, celebrities, and community love
CLIENT BRIEF
Jhama Sweets wanted to strengthen its cultural relevance on social media and expand reach beyond its existing customer base. The objective was to create high-impact content that celebrated the brand’s legacy while tapping into mass pop culture, driving organic engagement, shares, and brand recall without relying on paid amplification.
DELIVERABLES
• 1 high-impact short-form video (Reel)
• Concept, scripting, and edit optimised for virality
• Platform-native execution focused on organic reach
STRATEGY
We identified nostalgia, celebrity association, and cultural pride as powerful emotional triggers for Jhama Sweets’ audience. Instead of traditional product-led content, we chose to position the brand as a beloved cultural constant; one that has been part of iconic moments and memories across generations. The strategy focused on creating a highly shareable, emotion-first reel designed for virality.
What We Did
We conceptualised and produced a single, sharp reel that collated film star appearances, celebrity mentions, and pop-culture snippets connected to Jhama Sweets. The video was edited for fast pacing, emotional payoff, and repeat watchability, with minimal overt branding. Jhama Sweets was positioned as the silent hero—present in the background of fame, celebrations, and cultural moments.
Why It Worked
The content leaned into nostalgia and social proof rather than direct selling. Viewers didn’t feel like they were watching an ad; they felt like they were rediscovering a cultural icon. The use of celebrities triggered instant recognition and credibility, while the montage-style edit encouraged replays, saves, and shares. With Mumbai emerging as the highest-performing and most engaged location, the content strongly resonated in a key cultural and commercial market. By letting the audience do the storytelling through engagement, the video organically amplified itself.
Performance Highlights
The video achieved 10,236,408 views (10.2M views) with exceptionally high engagement. It generated 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. The cumulative watch time amounted to an extraordinary 5 years, 19 days, 19 hours, 4 minutes, and 47 seconds, indicating strong retention and repeat viewing. The scale and depth of engagement highlighted the content’s ability to hold attention far beyond typical organic benchmarks, signalling true audience interest rather than passive consumption.
Impact
This single piece of content significantly elevated Jhama Sweets’ brand perception from a traditional sweet brand to a culturally iconic name. The surge in shares and saves demonstrated strong emotional resonance and word-of-mouth value. The spike in profile activity translated into heightened brand discovery, reinforcing Jhama Sweets’ relevance with both loyal customers and a new, younger audience, purely through organic social media storytelling. Beyond metrics, the video repositioned Jhama Sweets as a brand embedded in popular culture rather than just retail consumption. It reinforced long-term brand love, social relevance, and recall, proving that culturally rooted content can deliver both scale and substance without paid amplification.