Farmley blends Ilaiyaraaja’s timeless music with Gen Z energy in new digital film for Makha Shaka
Chennai, 22 June, 2026: Farmley, one of India's leading healthy snacking brands, has launched a vibrant new digital campaign for brand "Makha Shaka". Inspired by the pulse of Tamil Nadu’s youth culture, the campaign is built around the lively tagline "Vibe-a Pudinga Makka" (Catch the Vibe, People) and is brought to life through a reimagined rendition of a mega-hit track originally composed by music maestro, Padma Bhushan Ilaiyaraaja.
The film unfolds in the vibrant localities of Tamil Nadu, where an ordinary moment quickly spirals into an extraordinary chase. What begins with a youngster getting his hands on the last packet of Makha Shaka soon triggers a high-energy pursuit across bustling neighbourhoods, narrow lanes, terraces, balconies, and marketplaces. Packed with daring parkour sequences and fast-paced action, the video, produced by Mind Your Language! (MYL), captures the lengths people are willing to go for a snack they simply cannot resist.
Video Link: https://www.instagram.com/reel/DZsAvHov_Qo/
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!, said, "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 highlights Makha Shaka as a snack that naturally fits into the lifestyle of Gen Z and millennial consumers. While the high-energy storytelling keeps viewers engaged, the film also highlights the product's key benefits, including its roasted nature, zero palm oil formulation, and makhana-flour base. By bringing together Ilaiyaraaja's iconic tune and contemporary street culture, the campaign makes healthy snacking feel fun, relatable, and appealing to young audiences.
The video is now live across major digital, social, and OTT streaming platforms, including YouTube, Meta, and Google Ads, and is supported by an extensive television rollout. The campaign will be broadcast across prominent regional TV channels spanning multiple genres, including STAR Vijay, STAR Vijay HD, STAR Vijay Super, KTV, Sun Music, and Adithya TV. Through this strategic launch and its expansive presence across 25,000+ retail stores, Farmley continues to deepen its penetration and scale up its flavor-forward portfolio in the Tamil Nadu market.
Recently, Farmley launched another high-energy campaign for its Makha Shaka range, built around a vibrant, party-themed musical concept. The film, powered by a rap soundtrack from Haryana-based independent artist Agsy, was well received on social media, garnering over 1.4 million views on Instagram,
Video Link: https://www.instagram.com/reel/DY9Qhb_PcuZ/
About Farmley: Farmley is centered around the idea of making snacking more wholesome, healthy and indulgent, based on the goodness of dry fruits. In today's world, customers are caught in the conflict of choosing between boring, bland healthy snacks, and guilt ridden unhealthy tasty options. We aim to evolve consumers' relationship with snacking, allowing them to indulge freely in delicious snacking options, minus the guilt. Farmley is reimagining dry fruits and nuts in lip-smacking flavours and innovative snacking formats. Our roasted Peri Peri Makhanas, Savoury Mixes and Delightful Date Bites are winning hearts as well as taste buds across the country. Our deep sourcing mechanisms, in-house production facilities and an innovative R&D team helps us come up with unique products that have the best of health & taste in every bite. Endorsed by former Indian cricket captain, Rahul Dravid, Farmley is emerging as the most loved new age wholesome snacking brand.
