Pan Bahar Heritage Elaichi
Pehchan Kamyabi Ki
How Garage Collective built Pan Bahar's national presence with Pehchan Kamyabi Ki - Maverick Award-winning campaign with 200% brand recall increase.
The Numbers That Matter
0%
Brand recall increase
0Award
E4M Maverick - Best Micro-Influencers
0Pan-India
Distribution and awareness reach
0%
Market share growth in premium segment
The Challenge
Pan Bahar Heritage Elaichi, an FMCG brand in the premium elaichi segment, needed to establish national dominance against regional competitors. The brand had product quality but lacked the aspirational recall needed to justify premium pricing. In a category where celebrity endorsement is table stakes, Pan Bahar needed a campaign that went beyond just putting a famous face on a pack.
^ the "houston, we have a problem" moment
Our Approach
^ step by step, no shortcuts
Dual celebrity strategy: Mahesh Babu (South India) + Tiger Shroff (North India) for pan-India reach
Brand anthem concept celebrating success, ambition, and the 'mark of achievement'
Multi-format production: hero TVC, digital cuts, out-of-home, and point-of-sale materials
Micro-influencer strategy that won the E4M Maverick Award for Best Use of Micro-Influencers
Regional language adaptations for South, West, and North Indian markets
We created 'Pehchan Kamyabi Ki' - The Mark of Achievement - a campaign that positioned Pan Bahar not as a product but as a symbol of success. The dual celebrity strategy with Mahesh Babu and Tiger Shroff ensured resonance across India's diverse markets. The micro-influencer campaign amplified the message authentically, earning the E4M Maverick Award. Every touchpoint reinforced the aspirational positioning that separated Pan Bahar from commodity competitors.
^ that's the big brain move
“The dual celebrity approach gave us instant credibility across India. Garage's micro-influencer strategy won us an E4M Maverick Award - they don't just create campaigns, they create award-winners.”
Brand Director
Pan Bahar Heritage Elaichi
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