Hira Sweets
Bringing a Delhi Icon to the Tricity
Social Watch · Full-Service Launch Campaign · Mohali, 2025
THE BRIEF
Introducing a trusted legacy brand to a new market.
Well-known across Delhi for its authentic sweets and food, Hira Sweets expanded into Mohali with its first outlet in the Tricity. Social Watch partnered with the brand from day one to lead the launch strategy, creative execution, and integrated marketing campaign that would establish Hira Sweets as a familiar name in Chandigarh, Mohali, and Panchkula.
THE CHALLENGE
A strong legacy doesn’t automatically travel.
While Hira Sweets carried decades of trust in Delhi, the Tricity had its own deeply rooted favourites. Winning attention wasn’t enough, we needed to build local familiarity, credibility, and recall, ensuring the brand felt like it belonged from the very beginning.
THE APPROACH
Build familiarity before building loyalty.
We designed a citywide, multi-channel launch that reached people wherever they spent their day. From influencers, radio to cinema, outdoor advertising, transit media, print, and digital campaign, every touchpoint worked together to introduce Hira Sweets consistently across the Tricity.
THE EXECUTION
- Influencers: Authentic creator collaborations.
- Radio: 2-month on-air campaign.
- Cinema: PVR pre-show advertising.
- Outdoor: Airport & roadside billboards.
- Content Production: Brand films & campaign creatives.
- Transit Advertising:Tricity-wide bus branding.
- Print Media: Newspaper advertising for maximum reach.
THE OUTCOME
A Delhi favourite found a place in the Tricity.
Through a coordinated launch across every major advertising touchpoint, Hira Sweets entered the market with scale, consistency, and strong brand recall. The campaign transformed an established Delhi legacy into a name the Tricity quickly came to recognize, trust, and experience.
Social Watch
