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Beyond Snack Turns Kerala Banana Chips Into a Gold Standard
Beyond Snack's '24 Carat Taste' is a 2022 digital film campaign created by Sterling AG that repositions Kerala banana chips as a premium, gold-standard snack by drawing a direct visual and conceptual parallel between the product and gold, using humour and localised storytelling to establish luxury credentials in India's competitive Food and Drink category.
Beyond Snack launched '24 Carat Taste' in November 2022, making it the brand's first formal marketing campaign, as confirmed by coverage in afaqs. The timing was deliberate: Beyond Snack had recently appeared on Shark Tank India, giving the brand a moment of national visibility it could now amplify with a defined creative identity. Sterling AG, the Mumbai-based agency whose founder Abhishek Gupta submitted the work, built the entire campaign around a single, culturally resonant idea — that Kerala banana chips are not a humble convenience snack but the edible equivalent of gold.
The campaign ran as a purely digital execution in India, with plans noted by afaqs for eventual expansion to OTT platforms. Its geographic anchoring is precise: southern India, and Kerala in particular, carries a deep, generational affinity for banana crisps that the campaign treats as a cultural truth rather than a category footnote. Beyond Snack had entered the market commercially around 2020 and built early distribution through Amazon and Flipkart, according to reporting by Inc42, before '24 Carat Taste' gave the brand its first coordinated voice. The campaign contains one media asset — a film — and operates in the Lifestyle register, connecting a Food and Drink product to an aspirational identity rather than to a functional need. Clapboard rates '24 Carat Taste' 68 out of 100, reflecting a campaign that executes its central metaphor with clarity and cultural intelligence.
Beyond Snack's strategic insight centres on a regional truth: southern India's appetite for banana crisps is not casual. The brand recognises that Kerala banana chips occupy a deeply habitual place in the diets and food memories of millions of Indian consumers, yet the category has historically been merchandised and marketed as an ordinary, low-involvement snack. Sterling AG's brief, as described in the campaign's own documentation and covered by afaqs, was to reframe that ordinary into something extraordinary — using gold as the connective tissue between cultural reverence and product premiumisation.
The choice of gold as a symbol is not arbitrary in the Indian context. Gold carries layered meanings in India — prosperity, purity, and occasion — making it one of the most emotionally loaded materials the campaign could invoke. By positioning Kerala banana chips as the '24 Carat Taste,' Beyond Snack claims not just quality but a kind of cultural legitimacy that resonates across southern Indian households and aspiring urban consumers nationwide. This is a brand operating in the Lifestyle space as much as the Food and Drink category.
The competitive landscape in India's savory snacks segment is formidable. Established players such as Haldiram's and PepsiCo's Lay's dominate shelf and digital real estate, making differentiation through regional specificity and premiumisation a viable strategic gap for a challenger brand. In India, the savory snacks market generated approximately US$9.96 billion in revenue in 2022, with a compound annual growth rate of 13.3 percent from 2017 to 2022, according to MarketsandMarkets. The same market was forecast to reach approximately US$16.63 billion by 2027, implying a 10.8 percent CAGR, also per MarketsandMarkets. Within that growth context, Beyond Snack's bet on premiumisation and regional identity addresses an underserved niche that mass snack brands are structurally slow to occupy. The decision to go digital-first, as reported by afaqs, reflects a clear-eyed read of where India's urban snack consumer is discoverable and persuadable in 2022.
Sterling AG produced '24 Carat Taste' as a single film asset, using a short-story format rather than a product demonstration or testimonial structure. The creative approach, as documented on Thesterling Co and archived on adsoftheworld.com, relies on humour and localised storytelling to make the gold metaphor feel earned rather than imposed. The film does not explain the technical merits of Beyond Snack's lighter mouthfeel or unique flavour profiles in expository terms; instead it dramatises the idea that eating these Kerala banana chips is an experience of genuine luxury — comparable, in its own comic register, to handling gold itself.
Abhishek Gupta served as both creative director and co-copywriter on the campaign, alongside Harsh Sinha, according to production records cited by thesterling.co. Fingerprint Films handled production. The decision to work in a short-story film format is strategically matched to the digital-first media plan: on social platforms, narrative compression and a clear emotional payoff matter more than production scale. The film's humour is localised, drawing on the kind of cultural specificity that makes content shareable within a community rather than merely watchable by a broad audience.
The gold visual language — implicit in the campaign's name and made explicit in the film's imagery — does double duty. It signals premium quality to a consumer scanning a feed at speed, and it reinforces the brand name and '24 Carat Taste' campaign line in a way that is immediately legible across India's linguistically diverse digital audience. Beyond Snack's own LinkedIn post promoting the campaign on November 15, 2022, described the product as rooted in tradition and enhanced by innovation, framing the Kerala banana chip as a food that has arrived at its gold standard form. The campaign generated more than 13 million views on social media, as reported by thesterling.co and adsoftheworld.com, a reach figure that validates the short-story, humour-led approach in the Indian digital environment of 2022.
'24 Carat Taste' generated more than 13 million views on social media, according to thesterling.co and adsoftheworld.com. For a brand's maiden marketing campaign, launched in a category dominated by incumbents with far greater media budgets, this is a structurally significant result. The viewership figure suggests the film achieved organic amplification beyond paid distribution — a direct consequence of the localised, humour-driven creative approach that Sterling AG employed.
The campaign's effectiveness as a brand-building instrument rests on three structural decisions. First, launching immediately after Beyond Snack's Shark Tank India appearance, as noted by afaqs, meant the campaign could convert existing curiosity into defined brand identity. Second, the purely digital execution — with OTT expansion planned according to afaqs — concentrates spend where the target consumer is most reachable and where view-count metrics are most transparent. Third, the single-asset discipline of one film with one clear idea means the '24 Carat Taste' line functions as a mnemonic device: it is the campaign and the brand promise simultaneously.
No independent third-party sales or brand-lift data for the '24 Carat Taste' campaign is publicly available beyond the view count reported by thesterling.co. Clapboard rates the campaign 68 out of 100, a score that reflects strong conceptual clarity and cultural intelligence while acknowledging that a single-asset digital campaign, however well-crafted, carries inherent limitations in sustained brand building across a market as large and varied as India. The gold metaphor is robust enough to anchor a campaign family, and the 2022 launch gives Beyond Snack a creative platform to build on as it scales in India's rapidly growing Food and Drink snacks segment.
'24 Carat Taste' is Beyond Snack's debut marketing campaign, created by Sterling AG and launched in India in November 2022. It positions Kerala banana chips as a luxury snack by drawing a direct parallel between the product and gold, using a short humour-driven film distributed across digital platforms in the Indian market.
The '24 Carat Taste' campaign generated more than 13 million views on social media, according to thesterling.co and adsoftheworld.com. This was Beyond Snack's first formal campaign, launched after the brand's appearance on Shark Tank India, making the viewership figure especially significant for a debut effort in India's competitive snacks category.
Sterling AG created the '24 Carat Taste' campaign for Beyond Snack. Abhishek Gupta served as creative director and co-copywriter alongside Harsh Sinha, with Fingerprint Films handling production. The campaign was submitted to Clapboard by Sterling AG founder Abhishek Gupta and has been archived on adsoftheworld.com and thesterling.co.
Beyond Snack used gold to reframe Kerala banana chips as a premium product rather than an everyday snack. In India, gold carries culturally embedded associations with purity and prestige, making it an effective shorthand for luxury. Sterling AG leveraged this symbolism to position Beyond Snack above mass-market competitors in India's savory snacks category.
The '24 Carat Taste' campaign launched as a purely digital campaign in India in November 2022, according to coverage by afaqs. Beyond Snack promoted the film across social media platforms, including a LinkedIn post on November 15, 2022. Expansion to OTT platforms in India was also planned at the time of launch, per afaqs.
Beyond Snack's '24 Carat Taste' campaign received a Clapboard Score of 68 out of 100. The score reflects the campaign's strong conceptual clarity and cultural intelligence in positioning Kerala banana chips as a luxury Food and Drink product in India, while noting the inherent reach limitations of a single-asset digital campaign.
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