Brand building exercise for Kashmira Masala Jeera – a beverage brand. Re-positioned the Kashmira brand through a relevant and insightful social media campaign which instantly connected to its consumers and boosted the online engagement. It was positioned as the digestive drink. The campaign touch upon the relevant perspectives, issues and habits of the target audience and reminded of digesting the load of misfortunes through pun phrase – ‘hajam hua kya’!