Raj Rasoi Atta Builds Regional Awareness Through Programmatic Digital Campaign with The Media Ant

For a local food brand, building brand preference can be challenging when the audience is large but the media budget is limited. Raj Rasoi Atta partnered with The Media Ant to create awareness through its brand video while ensuring the campaign reached a relevant audience often enough to build recall.

The Challenge

Raj Rasoi is a regional brand looking to strengthen brand preference among its core consumers. The challenge was to reach a large potential audience within a limited budget, without spreading the campaign too thin.

The Objective

The campaign objective was to build brand awareness using video, with frequency playing a critical role. The goal was to ensure that the defined audience saw the brand communication repeatedly during the campaign period.

TMA’s Solution

Instead of targeting the entire available audience, The Media Ant first segmented the audience to create a more focused target group that could realistically be reached within the available budget.

Since the campaign was video-led, Meta was selected as the primary platform, offering the scale needed along with detailed audience targeting. The strategy was also built around achieving 6+ frequency over the campaign period, ensuring repeated exposure rather than one-time reach.

Campaign Execution

The three-month campaign was executed across Meta, using video formats on Facebook and Instagram.

Platform: Meta
Format: Video
Geography: Jharkhand
Audience: Male and female audiences within the brand's target age group
Targeting: Interest cohorts were used to filter out non-core audiences
Campaign Duration: 3 months
Primary Objective: Brand awareness

The audience segmentation helped concentrate the available budget on consumers more relevant to the brand, while the video-led strategy ensured consistent exposure throughout the campaign.

Campaign Result

The campaign demonstrated the impact of sustained frequency on brand communication, with 70% of the audience reacting at 7+ frequency.

This meant a significant portion of the targeted audience was exposed to the brand communication repeatedly, helping Raj Rasoi move beyond simply generating reach towards building consistent brand visibility and recall.

What Made the Campaign Successful?

The key to the campaign was not simply the choice of platform, but how the audience and budget were structured around the desired frequency.

By narrowing a large potential audience into a more relevant core target group, TMA was able to make the available budget work harder—using Meta's video capabilities to deliver repeated exposure and build awareness over three months.

About Raj Rasoi Atta

Raj Rasoi Atta is a regional flour brand offering atta products for everyday household consumption.

Media Contact:
The Media Ant
Email: marketing@themediaant.com
Website: themediaant.com

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