Aamraaj Mangoes: “A Se Aamraaj” Campaign
category:
Integrated Marketing Campaign
services:
Campaign Strategy, Creative Direction, Content Production, Influencer Partnerships, WhatsApp Community Management
Date:
March 2025
Industry:
Premium FMCG / Seasonal Produce
For its 100th year, Aamraaj Mangoes needed more than a seasonal push. Far & Wide crafted a fresh perspective equating mangoes with Indian summers and nostalgia and turned it into a full-funnel campaign that redefined the brand for a new generation.
Challenge & solutions
Aamraaj Mangoes had built a century-long reputation for premium produce but had not established a strong digital footprint. The brand needed a way to modernise its presence, build recall among online audiences, and still hold onto the nostalgia Indian families associate with mangoes and summers.
Far & Wide developed that perspective: mangoes = Indian summers + nostalgia. We embedded it into “अ से आमराज,” anchored by a grandmother-granddaughter duo, and built a cohesive visual identity across every touchpoint. From social media and influencer partnerships to UGC and WhatsApp community management, we created geo-targeted content around Pune that transformed emotional resonance into measurable leads and sales.
Impact
Within two months, Aamraaj Mangoes generated 530,000+ impressions, 10,000+ profile visits / landing-page clicks, and 1,800+ direct conversations via DMs and WhatsApp. Sales grew 55% during the season with a steady inflow of hyper-local leads.
By introducing the lens of nostalgia and Indian summers, we repositioned Aamraaj Mangoes from a premium produce brand to a living tradition. The campaign sparked conversations, built credibility, and turned a seasonal product into an emotional experience for a new generation.
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