Thirty images a month, on a published schedule — seven pillars, a fixed weekly rhythm, and a twelve-month cultural map built for Tamil Nadu.
Roughly one a day. Planned a month ahead, produced in batches, approved before the month starts — so nothing is designed the morning it posts.
Ratios are fixed so the feed stays balanced. Two pillars are entirely new — franchise and heritage currently produce zero content despite being the growth engine and the best story you own.
| Pillar | What it is | Per month |
|---|---|---|
| Product hero | Food photography — texture, the first spoon, the pour. Warm-lit, appetite-first. | 8 |
| Mascot & culture | Festival, city and topical moments led by the mascot. Your best-performing format. | 6 |
| Launch & drop | New product reveals, teasers, coming-soon sequences. | 4 |
| Offer & mechanic | Promotions with a clear rule. Capped so discounting doesn't define the brand. | 4 |
| Store & team | Outlets, openings, staff, the counter. Proof the brand is real and local. | 3 |
| Franchise | Partner recruitment, unit economics, territory calls, franchisee stories. New. | 3 |
| Heritage | Egypt, the Dubai origin story, ingredient and craft provenance. New. | 2 |
| Total | 30 |
Audiences learn a schedule. Same slot, same kind of post — so the feed becomes a habit rather than a surprise.
That's 7 a week ≈ 30 a month. Reels sit on top of this grid, not inside it — 2 to 3 a week, published Tuesday, Thursday and Saturday evenings.
Store content is thin; franchise and heritage produce nothing at all. These three are where the next tier of growth actually comes from.
Each month carries one theme that shapes the 30. The pillars stay fixed; the subject matter rotates.
Highlighted months are the four peaks — Ramadan/Eid, peak summer, Onam and Diwali. Plan those eight weeks first; the rest of the year fills in around them.
| Month | Moments | Content angle |
|---|---|---|
| January | New Year's Day · Pongal (mid-Jan, Tamil harvest) · Republic Day (26th) | Harvest and sweetness; Pongal is the biggest Tamil moment of the year |
| February | Valentine's Day (14th) · Ramadan begins (lunar — confirm annually) | Sharing and couples; then pivot to iftar and restraint |
| March | Eid al-Fitr (lunar) · Women's Day (8th) · Holi | Gifting boxes, family tables, celebration after the fast |
| April | Puthandu — Tamil New Year (~14th) · Vishu · Ramzan tail | New beginnings, first sweet of the year, regional pride |
| May | Peak summer · Mother's Day (2nd Sun) · Eid al-Adha (lunar) | Cooling and relief — the strongest natural product fit all year |
| June | Monsoon onset · Father's Day (3rd Sun) · school reopening | Rain and comfort; your rain storefront post is the template |
Islamic dates shift roughly eleven days earlier each year — confirm the calendar every December before locking the annual plan.
| Month | Moments | Content angle |
|---|---|---|
| July | Monsoon · Friendship Day (early Aug in India) · exam season | Everyday occasions — late-night study, comfort, sharing with friends |
| August | Independence Day (15th) · Madras Day (22nd) · Onam (lunar, late Aug) | Your strongest month — national, city and Kerala pride in three weeks |
| September | Ganesh Chaturthi · Onam tail · quieter retail month | Use the lull for heritage and craft content that needs time |
| October | Navratri · Ayudha Puja / Saraswati Puja · Diwali build-up | Nine nights of colour; begin gifting messaging early |
| November | Diwali (lunar) · Children's Day (14th) · wedding season opens | Peak gifting — Kashkha boxes, corporate orders, bulk enquiries |
| December | Christmas (25th) · New Year's Eve · Chennai music season | Celebration, year in review, next-year franchise call |
Wedding and corporate gifting from November through February is the most under-exploited revenue window in the calendar — currently zero content addresses it.
Batch production is what makes 30 a month affordable. Nothing is shot the day it posts.
A published calendar only works if approval is fast and rule-based. Four checks, all binary, none subjective.
| Never | Why |
|---|---|
| Third-party characters | Film, comic, game or franchise characters used without a licence — including costumed lookalikes. |
| Other brands' products or marks | Competitor or partner branding appearing in shots without a written agreement. |
| Real people's likeness | Actors, musicians, athletes or public figures — illustrated or photographed — without a signed release. |
| Weapons, blood, horror gore | A family dessert brand cannot carry firearms or violent imagery, even as film parody. |
| Trade-dress mimicry | Packaging or logo lockups that closely imitate an established confectionery brand's look. |
| Unsafe behaviour | Children climbing equipment, unsafe kitchen or street conduct presented as fun. |
| Unsubstantiated claims | "Fastest growing", "#1", "100% natural" or health benefits without evidence on file. |
Independence Day, Madras Day and Onam in a single month — the busiest cultural window of the year.
| Week | Planned posts | Pillars |
|---|---|---|
| Week 1 | Product hero ×2 · monsoon mascot topical · offer mechanic · store exterior · franchise territory call · heritage: the Dubai queue | 1,2,4,5,6,7 |
| Week 2 | Independence Day mascot · product hero ×2 · Madras Day build · team at the counter · offer · franchise economics | 1,2,4,5,6 |
| Week 3 | Madras Day hero · product hero ×2 · Onam teaser · new launch reveal · store opening · franchise partner story | 1,2,3,5,6 |
| Week 4 | Onam sadhya mascot · Onam family pack · product hero ×2 · launch in-store · offer close · heritage: how Salankatia is made | 1,2,3,4,7 |
| Reserve | Four slots held open for weather, sport, trends and reaction posts | 4 |
Note that Onam and Madras Day — both already proven on the account — are planned three weeks ahead rather than made the night before.
Planned three weeks ahead, produced in two batch days, approved through four gates, published on a fixed rhythm and reviewed against pillar performance.