CASE STUDY
Crave Eatables
Social Media Strategy · Content Creation · Digital Campaigns · AI Reels · Animation & Mascot-Led Creatives · Brand Awareness
The Impact
Built a distinctive social media language and visual personality for the brand.
Developed ongoing social media content and digital campaigns.
Created AI-led reels and animated storytelling around products and occasions.
Introduced mascot-led animation to give static creatives greater movement and character.
Developed story-driven content around festivals, seasons, nostalgia, family moments and everyday occasions.
Created a consistent communication ecosystem that brings together traditional Indian mithai, contemporary storytelling and digital creativity.
The Challenge
Crave brings traditional Indian sweets into a modern, hygienically packed format, combining a century-old food legacy with the convenience expected by today’s consumers.
The communication challenge was to make the brand feel contemporary, relatable and distinctive on social media, without losing the nostalgia, familiarity and emotion associated with Indian mithai.
The Strategic Question
How do we make traditional Indian sweets relevant to a new generation while keeping the warmth and familiarity that make them timeless?
Our Approach
CI360 manages Crave’s social media strategy, content and digital campaigns, building communication around everyday moments where Indian sweets naturally belong, from festivals and celebrations to family time, childhood memories and simple everyday cravings.
To create a distinctive visual personality, we give static creatives an animation-led treatment using recurring mascots and characters, turning individual posts into small stories rather than conventional product communication.
We also conceptualise and create AI-led reels and animated content, using technology to build engaging narratives around Crave’s products and occasions.
At the heart of the strategy is story-led content writing. Each caption, campaign and creative is developed to complement the visual narrative, bringing together the product, the moment and the emotion behind it. This approach is reflected in communication built around themes such as rainy evenings, family moments, nostalgia, product quality and the experience of Indian sweets.
Giving Tradition a Contemporary Story
CI360 is helping Crave take the familiarity of Indian mithai into a new digital world, using storytelling, mascots, animation and AI-led content to make every sweet part of a larger moment.
