Nithya Amirtham wanted a Krishna Jayanthi campaign that felt like the brand. Something that felt like the festival. Not just another gift box.
Every sweet brand does Krishna Jayanthi. So we asked — what can only Nithya Amirtham say? Amirtham means nectar. Divine sweetness. And everything about Krishna in devotional literature is described as Amirtham.
That intersection became the campaign.
Krishna Amirtham.
A name rooted in devotion, in ancient literature, in the brand’s own DNA. No competitor could own this. Only Nithya Amirtham could say it and mean it.
We pitched this not as a tagline but as the campaign identity. The name on the tin. The standee. The print ad. The store signage.
For Krishna Jayanthi, the brand stepped back and let Krishna Amirtham lead.
A brass coated tin. Hand illustrated. Hand engraved. Six scenes telling Krishna’s story across every side.
The birth at midnight. Vasudeva crossing the river. Kutty Krishna stealing butter. The flute. The kolam. The neivedhyam plate.
Not just packaging. A story you could hold in your hands.
Full page print ad. In-store standees, danglers and tent cards. Store signage changed for the festival. Pre-booking across website, Swiggy and Zomato.
Every touchpoint led with one line.
When you make it for Krishna, it becomes Amirtham.
Music by OFRO. Catchy enough for a seven-year-old. Sharp enough for an adult to feel called out.
85% pre-bookings. 88% tins sold in 3 days. 260% increase in Krishna Jayanthi sales.
Krishna Amirtham. By Nithya Amirtham.
Campaign by Kirukal.
