Yumzy: Crafting Coins, Stories & Installs
When Yumzy approached us, their goal was simple:
👉 Boost reach. Drive app installs. Build recall.
But in a crowded food delivery space, offers and discounts were nothing new. We needed to find their real differentiator.
Unearthing the USP
During the strategy session, Yumzy revealed a small but powerful detail:
“We don’t give instant discounts. Instead, users collect coins with every order, which they can redeem over time. But they can’t use them all at once.”
That triggered the insight:
💡 This isn’t about discounts. It’s about wise spending, just like how family elders advise kids to save money.
We crafted the concept of Chacha Coins by connecting Yumzy’s coin system with the relatable story of Indian uncles gifting money to kids with advice to spend wisely.
Our creative process began with multiple character sketches and explorations. After several iterations, we finalized the version that truly captured the essence — a friendly, rural Indian uncle with a bold mustache, traditional attire, and a warm, trustworthy vibe. This character became the face of Yumzy’s brand story, both visually and emotionally.
🎞️ The Visual Hook
To bring Chacha alive, we produced a 15-second 2D animated film where Chacha walks through vibrant streets, flipping a coin — inspired by none other than the legendary Rajinikanth’s signature style.
The visual was intentionally designed to:
Hook viewers instantly
Feel locally relatable
Spark curiosity about Chacha Coins
We ended the film with a simple CTA:
👉 Install the app today and get free Chacha Coins.
📸 #MyYumzyPartner — Adding Community
Parallelly, we launched the #MyYumzyPartner Selfie Campaign:
Traveled to Vijayawada to photograph Yumzy’s real delivery partners.
Weekly spotlights turned delivery agents into local heroes.
Customers participated by clicking selfies with delivery partners and tagging Yumzy.
This built trust, relatability, and turned delivery staff into brand advocates.
Amplification & Results
We collaborated with top food bloggers from Vijayawada & Guntur, who amplified the campaign to their 300K+ combined audience.
✅ 100K organic reach (in just 2 weeks)
✅ 159 app installs
✅ High engagement across platforms
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The Outcome
What began as a simple USP became a story customers emotionally connected with.
Through local insights, creative storytelling, influencer activation, and community engagement — Yumzy didn’t just market an offer, it built a brand people related to.
