Tiffins
THE APPROACH — CAMPAIGN STRATEGY
Launching a new food brand takes more than a single burst of attention. We built a two-phase influencer strategy designed to create anticipation before launch — and sustain it long after the first wave of content.
PHASE ONE — LAUNCH HYPE
We partnered with leading South Asian creators across food, lifestyle, and culture to introduce Tiffins to the diaspora. The focus: establish credibility, drive excitement, and position Tiffins as the premium choice in a crowded ready-to-eat category. Joint posts, content usage rights, and paid amplification were built in from day one to push reach well beyond each creator's own following.
PHASE TWO — COMMUNITY MOMENTUM
After launch, we widened the circle — a broader network of micro and mid-tier creators across key U.S. markets. This phase was about authentic storytelling, everyday meal moments, and community-driven discovery: helping Tiffins become part of the conversations already happening across the diaspora.
WHAT WE DID
Aam owned the whole program — from the first creator shortlist to the final performance report. Here's what that looked like.
INFLUENCER MARKETING — END TO END
From creator strategy to campaign execution, Aam ran every part of the influencer program. We built the influencer persona framework, sourced and vetted creators against cultural, aesthetic, and audience fit, and personally led all outreach, negotiations, rate discussions, deal closures, and contract review. We wrote tailored briefs, managed contracts and timelines, reviewed every piece of content, and coordinated approvals. The Tiffins team got to focus on the launch while we ran the moving pieces behind the scenes.
CREATIVE DIRECTION
We authored a tailored brief for every influencer, studying their highest-performing content for format, hooks, pacing, and analytics, then concepting original ideas that fit their voice while keeping the product front and centre. We set posting formats, reel structures, approved props, and brand messaging, and built the campaign and brand overview deck used for outreach and creative alignment. Every brief was grounded in Instagram performance trends and platform best practices.
CAMPAIGN PLANNING
Before a single creator was contacted, we built the plan the whole launch would run on: the full campaign proposal outlining strategy, phases, deliverables, timeline, and budget, plus a centralised influencer operations framework covering sourcing, evaluation criteria, outreach workflows, negotiation tracking, and partnership management.
PROJECT MANAGEMENT
A national influencer campaign is hundreds of operational decisions beyond the content itself. Aam coordinated product shipments, sample distribution, timelines, creator communications, posting schedules, and stakeholder approvals across every stage. We ran weekly client meetings with structured agendas and clear pre- and post-meeting recaps, owned the master timeline end-to-end, and kept Aam, Tiffins, and every creator aligned. We also built the launch roadmap, creator toolkit, reporting framework, and post-campaign analytics — keeping the launch on track from planning through execution.
THE RESULT
573,600 total combined views across Instagram
7 creators, macro to micro
117 re-shares
193 comments
We partnered with seven creators spanning macro to micro across regions and diaspora segments — Tiv, Aman, Half Past Chai, Nicole, Zoya, Vikram, and Anirudh — and delivered 573,600 combined views, 117 re-shares, and 193 comments: massive digital exposure and deep, active engagement for a brand no one had heard of a season earlier.
Beyond the numbers, we handed Tiffins something more durable — a structured, scalable influencer workflow, a culturally aligned creator pipeline spanning regions and diaspora segments, and a clear, executable launch plan with timelines, creative direction, and operational readiness. A new brand walked into its category with visibility, credibility, and a debut that resonated.
Hi - this is Manan. I lead Marketing for Tiffins. We are an Indian freeze dried meals brand. We launched in March 2026. We engaged Afshan and Team at Aam Creative to help us with the influencer campaign for our launch. Aam creative team was extremely professional and thorough in their work. Together we were able to put together an ideal list of influencers we wanted to launch with and they were able to help us with outreach, contracts, creative briefs, and coordination with the influencers for a successful launch. If you have a vision for what you want to achieve with your influencer campaign, Aam creative can help make it happen. They’re a smart team of marketers who understand the South Asian and diaspora market pretty well. And they’ll help you organize all your ideas into a structured plan and then help execute on it. Recommend working with them. They’re a pleasure to work with.
PROJECT CREDITS
Strategy & Project Management
Alina Khan & Afshan Nasseri
