Emami’s #HealthyAndTasty Campaign That Made Everyday Food Go Viral
Introduction
When health meets heartfelt storytelling, a campaign truly stands out. Emami’s #HealthyAndTasty campaign did just that—blending its core product promise with a powerful message of gratitude. Known for its range of fortified edible oils, Emami Healthy & Tasty positioned itself as more than just a kitchen essential. With the emotionally resonant #CookForOurHeroes activation, the brand stepped into the social spotlight, turning everyday meals into tokens of appreciation for frontline workers.
Backed by a strategic mix of celebrity voices, home chefs, and digital creators, the campaign brought people together over a shared plate of empathy. As India grappled with a global crisis, Emami’s message was simple but stirring: let’s cook not just for our families, but for the heroes who kept the world running.
Real Influencer Moments
Here are some standout posts from the #HealthyAndTasty, pulled straight from our Sales dashboard. These everyday, energetic moments brought the challenge to life:
Bongsoulmates (@bongsoulmates)
A Bengali-style soya wrap packed in her husband’s lunchbox gave comfort food a protein-packed twist. Her soft-tone storytelling and lunchbox styling helped the reel cross 33K+ views and 900+ likes.
Just Another Cook (@justanothercook)
Leftovers got a glow-up with this Achaari Soya Frankie. Layered with crunch, spice, and clean how-tos, the reel earned 77K+ plays and 3.8K+ likes, making it a weekday winner.
Hungry Soulmates (@hungry.soulmates)
Quick, spicy, and high-protein—this 15-minute soya noodle recipe brought the fire to tiffin prep. It racked up 83K+ plays and 4.2K+ likes with its vibrant Indo-Chinese vibe.
Kolkatadelites (@kolkatadelites)
A tribute to Kolkata’s iconic phuchkawalas, this street-style reel recreated Vivekananda Park with a Mantra spice twist—earning 259K+ plays and over 12K likes.
Foodiekismatt (@foodiekismatt)
A South African Bunny Chow gets a Bengali makeover. Featuring Emami Mantra Chilli, this fusion comfort food pulled in 50K+ views and 1.2K likes with spicy storytelling.
Her “Jhaal Jhaal Mushroom Ghee Roast” turned comfort food into a spice lover’s dream. Rich visuals and Emami’s signature red chilli powder helped her reel soar past 540K plays and 21K+ likes.
Storytelling met street spice in this ode to Kolkata’s phuchka vendors. With Emami Mantra elevating the flavors, the reel pulled in 6K+ views and lots of love in the comments.
Missgastronomic (@missgastronomic)
After a hit Kosha Mangsho reel, she returned with “Dim er Dalna” using Emami Mantra Chilli. A cozy Bengali classic, the dish gained 12K+ plays and showed spice-led recipes can trend too.
Social Buzz & Influencer Highlights
What set the #HealthyAndTasty campaign was how effortlessly it blended flavorful storytelling with functional food tips—sparking conversations across home kitchens, foodie circles, and street-food lovers online.
Whether it was @bongsoulmates packing love into lunchboxes or @feashts turning up the heat with a mushroom ghee roast, audiences responded with enthusiasm. Comments ranged from “Trying this tomorrow!” to “Thanks for the tiffin inspo 😍,” as viewers tagged friends, saved recipes, and recreated the dishes at home.
Reels featuring Emami’s Advans Soya Chunks became a go-to for tiffin prep content, while the Mantra Red Chilli Powder earned praise for bringing “restaurant-style color and spice” to everyday meals. The hashtag #5KaDum, consistently featured across posts, reinforced the brand’s promise of strong nutrition in just five easy steps.
Campaign creators weren’t just cooking—they were conversing. Several shared behind-the-scenes snaps in Stories, responded to DMs about measurements and substitutes, and encouraged viewers to drop their own kitchen experiments in the comments. In turn, Emami reposted the most engaging clips and built a UGC loop around lunchbox love and desi spice pride.
What Marketers Can Learn
Emami’s #HealthyAndTasty campaign is a masterclass in relatable, product-led storytelling. By anchoring content around everyday moments like tiffin prep and comfort food cravings, the brand made its products feel essential without being pushy. Creators showcased real recipes using Emami’s soya and spice ranges, seamlessly blending health with flavor. The campaign smartly leveraged regional flavors—especially Bengali cuisine—to deepen local resonance, while the mix of home cooks, food influencers, and UGC contests kept the content diverse and dynamic. Branded hashtags like #5KaDum reinforced the message of quick, nutritious cooking, turning snackable videos into memorable brand moments.
