Sociostreet Advertising
A campaign-driven social media strategy that transformed Malkist’s digital presence from a neutral, product-focused page into an active, Gen Z-friendly community built around quarterly campaigns, organic engagement, and conversations that people chose to join.
Malkist is a premium 14-layered cracker biscuit brand from Mayora India, known for its distinctly indulgent flavours including Cheese, Double Chocolatey, Cappuccino, and Caramelized Sugar. In a biscuit market dominated by giants like Parle and Britannia who together command close to 70 percent of the category, Malkist carved out a differentiated position by targeting young adults with a product that sits firmly in the premium snacking space. The brand had the product, the personality, and the national distribution. What it needed was a social media presence that matched that energy.
FMCG / Biscuits / Premium Snacking
Instagram, Facebook
Breaking through in the Indian biscuit category on social media is genuinely hard. The legacy brands have massive budgets, and most challenger brands default to the same playbook: product posts, flavour showcases, and offer-led content that blends into the feed and disappears.
To revamp Malkist’s social media presence from a passive product page into an active, engaged community, by building a campaign-driven content strategy that gave the audience a genuine reason to follow, participate, and keep coming back.
The insight was that the most engaged social media communities are not built around products, they are built around shared moments, shared humour, shared curiosity, and the feeling that the brand actually gets you. For a brand like Malkist, whose product is genuinely fun and distinctly different from anything else in the biscuit aisle, the social media presence needed to reflect exactly that.
We moved away from a post-by-post content approach entirely. Instead, every piece of content was built as part of a larger campaign, each with its own narrative, its own hook, and its own reason to engage. The approach was Gen Z-first in tone, campaign-first in structure, and community-first in execution.
Rather than filling a content calendar with individual posts, we built the entire social media presence around quarterly campaigns. Each campaign had a clear theme, a story arc, and a set of content formats designed to build momentum over time rather than peak and disappear. Whether it was a contest, a community challenge, or a culturally relevant moment, everything on the page served the campaign rather than existing in isolation.
Building a community on social media requires more than posting content and waiting for reactions. We built an active engagement layer into the strategy from the ground up.
We produced vox pop content that brought real voices into the brand’s world, creating the kind of authentic, unscripted energy that resonates with a younger audience and builds credibility in a way that polished branded content alone cannot.
The visual and tonal direction of the page was overhauled to reflect the audience Malkist was actually speaking to. The shift was from a neutral, safe aesthetic to a confident, culturally aware, and genuinely entertaining presence that felt native to the platforms rather than like an ad being served on them.
Why This Approach Worked
If you want to build a social media presence that people genuinely want to engage with
rather than scroll past, we would love to show you how. Reach out to us to book a strategy call or to view more of our work.
