Farmley has unveiled a new digital campaign for its snacking brand Makha Shaka, combining the enduring appeal of legendary composer Ilaiyaraaja’s music with the high-energy spirit of Tamil Nadu’s youth culture.
Built around the tagline 'Vibe-a Pudinga Makka' (Catch the Vibe, People), the campaign features a reimagined version of one of Ilaiyaraaja’s popular tracks and aims to strengthen the brand’s connect with younger consumers in one of its most important markets.
View this post on Instagram
Set across bustling neighbourhoods in Tamil Nadu, the film follows a youngster who manages to grab the last packet of Makha Shaka, setting off an exhilarating chase through narrow streets, terraces, balconies and crowded marketplaces. Produced by Mind Your Language! (MYL), the campaign uses parkour-inspired action sequences and fast-paced storytelling to showcase the irresistible appeal of the snack.
Speaking on the launch, Aman Gupta, Head of Marketing at Farmley, said, “Snacking preferences are evolving rapidly, with consumers looking for products that deliver on both local flavor relevance and mindfulness. Tamil Nadu is one of our top markets and a key focus area, and we wanted our communication to feel deeply personal to our consumers here. With our latest film, we wanted to showcase a distinct, culturally resonant expression of that shift. The legendary original music of Ilaiyaraaja alongside raw street athleticism brings the narrative to life in a way that connects authentically with today’s audience.”
Deepan Ramachandran, Founder & CCO, Mind Your Language!, added, "Makha Shaka is a snack brand bursting with youthful energy. It's a vibe. The communication for Tamil Nadu had to match this exuberance. The creative inspiration came straight from the sound of the brand name itself. All we needed to do was package a film with a heady concoction of a recent vibe - Parkour and an eternal vibe - Maestro Ilayaraja. And the result was magical."
The campaign is now live across digital, social and OTT platforms, including YouTube, Meta and Google Ads, and is being amplified through an extensive television rollout across leading regional channels such as STAR Vijay, STAR Vijay HD, STAR Vijay Super, KTV, Sun Music and Adithya TV. The launch is further supported by Farmley’s retail presence across more than 25,000 stores in Tamil Nadu.
The latest campaign follows another successful Makha Shaka activation centred on a party-themed musical concept featuring a rap soundtrack by Haryana-based independent artist Agsy, which garnered more than 1.4 million views on Instagram.
Through culturally rooted storytelling and flavour-led innovation, Farmley continues to deepen its presence in the Tamil Nadu market while reinforcing its position in the rapidly growing healthy snacking category.
 (1).png)
