The format was the strategy.
Panga needed a brand presence people would remember and a reason for them to keep coming back. I wanted the brand to have a story that could grow with its audience.
The starting decision was to build recurring stories around the brand. A micro-drama could develop characters, tension and familiarity over time. The agency shaped the ideas into the 30-episode production and the surrounding content.
The part I played.
I originated the micro-drama format and the story ideas on the brand side. The agency fleshed them out, developed the production and shot the series. My role was to connect the brand problem, the original content direction and the wider Panga presence.
- 01
Make an episodic micro-drama the centre of Panga’s brand presence.
- 02
Originate the story ideas, then work with the agency as it developed and produced them.
- 03
Build supporting content around the series so the brand had more reasons to appear in people’s feeds.
Attention had a distribution plan.
Celebrity participation, paid amplification and organic publishing played different roles. The final 90-day report attributes 67.2% of views to ads, so the result is presented as combined campaign performance.
Recognition belonged to the team.
Panga received Silver at the Social Samosa SAMMIES ’26. The work brought together Haldiram’s brand team, Voix Digital’s production and partnership work, and the talent who gave the series its character.