Mad Over Donuts

Taking India’s first homegrown donut brand from launch to the becoming a household name 10 years later

Situation:

Our association with Mad Over Donuts began a decade ago when they were just a few stores old. At the beginning, the focus was to create awareness on not just India’s first homegrown gourmet donuts brand but also about the donuts in general, that enjoyed limited popularity. As the brand grew, the communication shifted to brand recall, brand preference and eventually, loyalty. Over the next 10 years, the brand’s personality was shaped through an eclectic mix of media management, events and digital activations. Mad Over Donuts has waded through the spurts and plateaus, navigated stiff domestic and international competition and exciting new product launches. At every stage, it has blossomed to become India’s favorite donuts brand that continues to dominate and grow to more Indian cities.

Strategy:

  • Initially, educate the media and market about the new product, widespread trials, creating awareness
  • Creating a founder story that started in Singapore, took inspiration in the US and flourished in India
  • Maintaining interest in the brand through the crests and troughs
  • Building new audiences with every new product launch
  • Use of influencer marketing, on ground activations, social media engagement and corporate outreach to build a wholesome, all-round clientele

Outcome:

  • Mad Over Donuts grew from merely a few stores to 65 that it is today across 4 cities and more being planned
  • The Brand withstood competition from international giants, who eventually had to rationalise their stores and even retreat, whereas Mad Over Donuts’ steady growth continued
  • Succeeded in making donuts a household product, with it being gifted for Diwali and Christmas, Valentine’s Day and Ganesh Chaturthi, thus becoming an integral part of the modern Indian society
  • Increase in product categories, vibrant mix of clientele, creation of long-running marketing properties and remaining relevant through the fast-changing food industry

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