How Kenectify Turned Spice Mart’s Mithai Mela 2025 Into a 140K+ Reach Diwali Campaign
When the Diwali lights came on in Illinois this year, so did our creativity. ✨
What started as a quick two-day brief turned into one of Kenectify’s most rewarding festive marketing wins — a full-scale digital rollout for Spice Mart Naperville’s Mithai Mela 2025, the store’s biggest Diwali sweets celebration.
]The Challenge
Owner Preetpal Singh (Paul) approached us with one goal:
“Make this Diwali unforgettable — both online and in-store.”
But there was a catch. The Mithai Mela was just two days away. No long lead-time, no pre-shoots, no influencer pipeline. We had to build awareness, hype, and conversion — fast.
So we set out to craft a campaign that would celebrate the spirit of mithai, family, and festivity, while driving real engagement and foot traffic to the store.
The Strategy
We designed a three-phase micro-campaign centered around community + culture + creativity:
Pre-Buzz: Create excitement with teaser visuals, festive giveaways, and countdowns to the Mithai Mela.
Buzz: Drop trending Reels and stories showcasing sweets, customers, and that desi market vibe.
Post-Buzz: Share highlights, thank-you posts, and UGC from happy shoppers.
The idea was to make people feel the celebration — from their screens to the store.
The Execution
Our team worked round the clock:
Developed a content calendar with visuals that screamed “Diwali in America.”
Used reel-first storytelling, jumping on trending audio tied to desi nostalgia.
Launched UGC-driven prompts — “Tag us with your favorite mithai” — that brought the community alive online.
Designed giveaway creatives that sparked hundreds of interactions in hours.
Every detail — from captions to hashtags — was optimized for emotional and SEO impact.
The Results
The Mithai Mela campaign went viral across Naperville’s South Asian community and beyond.
Here’s how the numbers stacked up:
Total Reach: 140,000 +
Top Reel: 50,000 + views
Follower Growth: 250 → 700 in just 3 days (+180%)
Sales Impact: Significant increase in in-store sales during Diwali weekend
The best part? Customers didn’t just watch — they participated. They shared their sweets, posted their visits, and tagged Spice Mart as the Diwali destination in Naperville.
The Takeaway
This wasn’t just another social-media campaign.
It was a cultural celebration — a digital and physical Mithai Mela that connected people through sweetness and storytelling.
At Kenectify, we believe marketing should feel human. Whether it’s a local store or a global brand, success lies in building emotion, not just impressions.
Huge gratitude to Spice Mart for trusting us to bring your Diwali vision to life.
Here’s to even bigger, bolder celebrations in 2026 — and sweeter results ahead.
