Nithya Amirtham Thuritham

Rooted in taste. Raised in Chennai.

Celebrated for its authentic food, sweets and savories, Nithya Amirtham is one of the leading brands in the Chennai food scene.The brand saw an opportunity to infuse freshness with a whole new format that matched the rhythm of the younger generation. Thus was born Thuritham, a Quick Service Restaurant experience in the Nithya Amirtham fold.

Sattu Puttunu Foodu: Giving Thuritham its identity

The goal was not to reinvent Nithya Amirtham but to reinterpret it for a younger, faster Chennai; the same trusted standards with renewed flavours and a format that matched their pace.

At Madarth, we saw this as a terrific idea of presenting the fast in fast food in a colloquial Tamil that vibed with generations old and new. It led to a spirited, catchy launch campaign “Sattu Puttu Nu Foodu”. And that eventually led to becoming a moniker for Thuritham itself.

We rolled this idea out through a tightly integrated launch plan designed to build curiosity and convert attention into action. The campaign began with engaging digital teasers that worked as an interesting hook and cultural cue before revealing Thuritham as its answer.

From tagline to content language

“Sattu Puttu Nu” also grew into more than a launch slogan, becoming a powerful precursor for the brand’s static content series. The phrase created an instant shorthand for speed, flavour and familiarity, making it the ideal lead-in for showcasing individual menu items across social media.

From dosas and pongal to filter coffee and vada, each static post used the mnemonic to frame dishes with appetite, appeal and cultural relevance. This consistency turned everyday product creatives into recognisable brand assets, helping Thuritham stay memorable long after launch.

Thuritham goes viral

The impact was swift and measurable. During the launch window, the campaign generated over 2 million views across Meta platforms and reached more than 760,000 unique accounts, penetrating the core audience of professionals and commuters.

The seamless blend of digital intrigue and street presence turned curiosity into conversation and conversation into foot traffic for the new QSR format.