Our Work
PARSI DAIRY FARM
Bringing a hundred-year-old Mumbai brand into today's feed — consistently, warmly, and with real results.
Parsi Dairy Farm is one of Mumbai's most beloved institutions. The dairy products, the kulfi, the lassi — for most Mumbaikars, PDF isn't just a brand, it's a memory. When Ripple Reach came on board, the foundation was already strong. Our job was to make sure that love translated into a social presence that felt just as warm, just as real — and showed up every single day.
Building a Content Presence That Felt Like PDF
The brief wasn't to reinvent the brand. It was to bring it forward — keeping the heritage and warmth intact while making the content feel native, engaging, and genuinely connected to the people who've grown up with it.
Our approach was rooted in real life. Instead of polished, over-produced content that felt distant, we leaned into everyday moments — the morning chai with PDF butter, the summer ritual of a mango lassi, the occasion of buying mithai. Content that didn't feel like advertising because it didn't need to.
The results followed naturally. Follower growth crossed 12% in the first two months. By the second month, monthly views had doubled. And the content that consistently outperformed? The real, story-led pieces — not the product shots.
What We Handle
Social Media Management Day-to-day running of PDF's Instagram — content calendar, captions, scheduling, and community management. The tone stays consistent: warm, proud, and rooted in Mumbai.
Content Production Monthly shoot days planned around the product calendar. iPhone and professional camera, depending on what the content calls for. The feed gets range — polished imagery alongside content that feels lived-in and real.
Social Media Strategy Every month mapped out in advance — what's launching, what's seasonal, what conversations PDF should be part of. Strategy first, content second. ORM Every comment, review, and DM handled on time and on brand. A brand with this much love deserves responses that match it.
Event Showcase & Capture When PDF has a moment — a launch, an activation, a tasting — we're there to capture it and extend it well beyond the day itself.
Content Production Monthly shoot days planned around the product calendar. iPhone and professional camera, depending on what the content calls for. The feed gets range — polished imagery alongside content that feels lived-in and real.
Social Media Strategy Every month mapped out in advance — what's launching, what's seasonal, what conversations PDF should be part of. Strategy first, content second. ORM Every comment, review, and DM handled on time and on brand. A brand with this much love deserves responses that match it.
Event Showcase & Capture When PDF has a moment — a launch, an activation, a tasting — we're there to capture it and extend it well beyond the day itself.
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Social Media Management
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Content Production
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Social Media Strategy
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ORM (Online Reputation Management)
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Event Showcase & Capture
Key Campaigns
Kala Ghoda & Delhi Store Launch
The Kala Ghoda store launch marked an important moment for Crimzon as a brand rooted in design, culture, and city relevance and the Delhi store launch was the first time Crimzon stepped into another city.
For both these campaigns, we:
For both these campaigns, we:
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Crafted a narrative that went beyond just announcing a store
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Built anticipation through visual storytelling and on-ground moments
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Aligned online content with offline experiences to create a cohesive launch presence
The result was a launch that felt premium, cultural, and distinctly Crimzon, with strong engagement both online and at the store.
Key Campaigns
Maharaja Lassi Challenge
Maharaja Lassi Challenge PDF's Maharaja Lassi isn't just a drink — it's a statement. We built the social media launch around that energy, creating a challenge format that invited real people to take it on and share it. The campaign drove organic participation and put one of PDF's hero products front and centre in a way that felt native to the platform.
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Positioned Maharaja Lassi as a bold brand statement
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Built a social-first challenge to drive real user participation
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Created content that felt native, not like advertising
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Amplified a hero product through organic reach and engagement
Matcha Kulfi Launch A new flavour, a new moment.
We were on the ground to capture the launch event and brought it to life on social — giving the audience a real look at the product coming to life, not just a product post.
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Captured the product launch on-ground, in real time
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Showcased the experience, not just the product
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Created content that felt immersive and authentic
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Brought the launch moment to life for the audience on social
Mango Menu Launch
Mango season at PDF is a cultural event for their loyal customers. We treated it that way — building the launch across content that leaned into the anticipation, the nostalgia, and the sheer love people have for PDF's mango range.
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Positioned as a cultural moment
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Built anticipation through nostalgia
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Focused on emotional storytelling
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Highlighted love for the mango range
Black Friday Sale Campaign
Black Friday required a careful balance, driving urgency and sales without compromising the brand’s luxury positioning.
Black Friday is Crimzon’s single biggest sale moment of the year. A high-intent, high-traffic online, only property that the brand builds significant momentum around. Since it’s the only large-scale sale Crimzon runs annually, the campaign needed to create urgency and drive conversions, while still protecting the brand’s luxury positioning. The challenge was to make the communication feel elevated and aspirational and without slipping into loud, discount-led messaging. And for the this property,
We:
Black Friday is Crimzon’s single biggest sale moment of the year. A high-intent, high-traffic online, only property that the brand builds significant momentum around. Since it’s the only large-scale sale Crimzon runs annually, the campaign needed to create urgency and drive conversions, while still protecting the brand’s luxury positioning. The challenge was to make the communication feel elevated and aspirational and without slipping into loud, discount-led messaging. And for the this property,
We:
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Conceptualised sale creatives that felt elevated, not loud
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Worked closely with the ads team to ensure visuals were conversion-friendly
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Designed assets that translated seamlessly across social, website banners, and offline touchpoints
The campaign delivered high-performing, sale-driven ad assets while maintaining Crimzon’s aspirational identity.
Beyond Campaigns
In addition to social media and campaign execution, Ripple Reach played a key role across multiple brand touchpoints:
1
Supported 3 major
store launches
store launches
over two years with integrated online and offline storytelling
2
Conceptualised and
executed
executed
campaigns for Crimzon’s OTT pair, Future Archives
3
Delivered offline
creatives
creatives
website banners, and product launch assets
4
Ensured visual and
narrative
narrative
consistency across platforms
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Brand-Led Content Strategy
We developed a strategy that aligned with Saroj’s strengths, fabric expertise, styling knowledge, and customer curiosity. -
Signature IP: Decoding Outfits
To make content more meaningful and searchable, we created a property called Decoding Outfits. Short, engaging videos showing how to turn fabrics into complete looks. -
Scroll-Stopping Reels & Visuals
We produced and edited short videos that highlighted fabrics in motion, styling transitions, and customer stories, creating higher visibility in feed and Explore. -
Consistent Posting & Community Engagement
With a clear calendar and posting schedule, we kept the audience engaged through timely festive content, tips, and a strong ORM to build the community.
