Sabala Millets - #BharatKaSuperfood
Taking India’s ancient supergrains from forgotten traditions to everyday choices.
Overview and challenge
For generations, millets have been a part of India’s food culture. Packed with nutrition and deeply rooted in our heritage, these ancient supergrains have always had the potential to transform the way India eats.
With this belief, Ramoji Group introduced Sabala Millets, a brand built with a simple yet powerful mission: to bring Bharat’s ancient supergrains back to every Indian’s plate.
The product had everything consumers needed: nutrition, variety and convenience. But there was one challenge. People knew millets were healthy. They just did not believe they could be tasty.
For years, millets had been associated with strict diets, fitness routines and compromise. Sabala wanted to change this perception and create a brand where health and taste could exist together.
Campaign insights
When it comes to food, taste always wins. We realised that the challenge was not introducing India to millets. It was reintroducing them in a way India would love.
Until now, millets largely spoke to a niche audience focused on health and wellness. But Sabala had the opportunity to make them mainstream by changing the conversation.
Not “eat this because it is healthy.” But “choose this because it is delicious too.”
That became the foundation of building Sabala Millets as #BharatKaSuperfood.
Campaign tactics and execution
Great taste. Great health. No compromise. That was the thought that shaped Sabala’s journey.
We had a new brand, now we needed to build its identity, presence and community from the ground up. We created a complete digital-first, omnichannel launch strategy to take Sabala from an idea to a recognised FMCG brand.
We built the ecosystem through:
A dedicated e-commerce website
Social media storytelling and influencer collaborations
Public relations and reputation-building campaigns
Print and traditional media communication
A QSR experience at Ramoji Film City
Amazon and offline retail expansion
Collaborations with food and industry experts
The campaigns came alive through:
1 brand film
250+ social media creatives
Social media contests
4 large-scale community events
A radio jingle
200+ offline marketing collaterals
Piece by piece, Sabala Millets transformed from a new FMCG product into a movement bringing India closer to its roots.
Sabala Millets successfully entered the FMCG market by changing the way consumers looked at millets: not as a compromise, but as a superfood made for everyday India.
Results and Impact
Digital impact
34M+
Total views
10.8M+
Total reach
282.9K+
Content engagements
17.5K+
Followers built
PR impact
197
Print articles
40
Online features
5
Electronic features
34M+
Readers reached
19
Media representatives at the launch event
Key Campaigns
- #NoCompromise:
We began by challenging the biggest myth around millets, asking consumers why they should choose between health and taste when they could have both.
- #BingeKarBefikar:
We made millet consumption fun and relatable by positioning Sabala products as snacks people could enjoy without second thoughts.
- #BharatKaSuperfood:
We brought the spotlight back to millets, celebrating their nutritional benefits and their place in India’s food culture.
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