Faasos Turns Diwali’s Soan Papdi Saga into a Delicious Feast
Faasos tackles Diwali’s Soan Papdi regifting tradition with humor and creativity, offering free meals in its Soan Papdi Exchange Program. A campaign to remember!
Deepanjali
This Diwali, Faasos struck a chord with India’s festive spirit by playfully addressing one of the season’s most relatable quirks: the regifting of Soan Papdi. With its Soan Papdi Exchange Program, Faasos invited customers to trade their unwanted Soan Papdi boxes for a free meal, blending humour, relatability, and deliciousness in a creative campaign that resonated deeply with audiences.
The program ran from October 18th to October 27th, 2024, encouraging participants to fill out a Google form explaining why they wanted to part ways with their Soan Papdi. Winners, selected for their witty and creative responses, were rewarded with free Faasos meals delivered between October 28th and 30th, adding joy to their Diwali celebrations.
Breaking the Cycle of Regifting
At the heart of this campaign was the tagline: “Break the Soan Papdi cycle”. By tapping into a humorous cultural icon of regifting, Faasos turned a mundane and predictable Diwali tradition into an engaging experience. The campaign wasn’t just about the exchange but also about fostering community, laughter, and memorable moments during the festive season.
Creative Execution: A Campaign That Stood Out
Faasos used a multi-pronged approach to amplify its message:
Comedy Influencers
Popular influencers on Instagram and YouTube shared hilarious Soan Papdi stories, making the campaign relatable and encouraging viewers to participate. Their content drove significant traffic to the program’s Google form.
View this post on Instagram
View this post on Instagram
WhatsApp Marketing
Faasos leveraged WhatsApp forwards, sending humorous messages like, “Let Faasos save you from your Soan Papdi fate.” These messages quickly went viral, mimicking the Soan Papdi regifting tradition itself.
Elevator Fun
Office and apartment elevators became interactive spaces with posters proclaiming, “Escape the Soan Papdi overload!” This clever placement turned everyday rides into moments of joy.
Dude with a Sign
In busy markets, train stations, and university campuses, individuals with cheeky signs like “Swap your Soan Papdi for something tastier!” attracted passersby who clicked pictures and shared them on social media, organically amplifying the campaign.
Impressive Results and Reactions
The Soan Papdi Exchange Program garnered over one million impressions, with more than 1,000 entries submitted. Nearly 500 participants enjoyed Faasos meals, while the campaign sparked significant organic chatter across digital platforms.
Speaking on the campaign’s success, Nishant Kedia, Chief Marketing Officer at Rebel Foods, said, “Diwali is a time for joy, but we couldn’t ignore the amusing saga of Soan Papdi regifting. This campaign celebrated that quirk while offering customers something fresh to enjoy.” Divya Divakaran, Creative Lead at Rebel Foods, added, “Why regift Soan Papdi when you can trade it for a feast? This was our way of flipping tradition with a dash of fun and flavor.”
