Pathirayum Pakalum: how a 2-day sale drove 4X sales for IMAGE Mobiles & Computers
On 12 and 13 August 2026, IMAGE Mobiles & Computers ran “Pathirayum Pakalum” — a night-and-day, two-day sale — across their stores in both Kannur and Wayanad at once. We ran the performance marketing and produced the video for it. Sales on the campaign day came in at 4X the normal run rate.
The client: a 30+ store electronics chain across two districts
IMAGE Mobiles & Computers is a mobiles-and-computers retail chain with stores spread across Kannur and Wayanad. Running one offer across that footprint means the campaign has to work the same way in a busy town centre and a quieter district store — the same creative, the same Meta account, the same urgency, landing everywhere at once.
The offer: Pathirayum Pakalum — night and day, two days only
“Pathirayum Pakalum” translates roughly to “midnight and day” — the idea that the sale runs around the clock, not just during store hours. We built the campaign around that promise: a hard two-day window, 12–13 August, with the offer pushed across Meta and reinforced with in-store video the moment the doors opened.
What we ran
1. A Meta account built for footfall, not just reach
The spend was structured to convert attention into store visits inside a 48-hour window, not to optimise for cheap impressions. That meant tight geo-targeting around both districts and a push that intensified as the two days progressed.
2. Video production shot on the sale floor itself
Rather than a studio-made ad, we shot the actual crowd and energy inside the stores as the sale was happening and cut it straight into the ad account — so the creative doing the convincing was the same reality customers would walk into.
3. One offer, two districts, no dilution
Kannur and Wayanad ran on the same creative system and the same Meta structure, so the account could learn once and scale everywhere instead of splitting budget across two disconnected campaigns.
Straight from Ads Manager
Two live metrics from the campaign account — reach past 890K at ₹4.28 per result, and Instagram profile visits converting at ₹0.76 each. No cherry-picked screenshots, just what the dashboard shows.
The video, on the floor
The lead film is unscripted footage from the sale itself — the queue, the crowd, the energy that made the 4X number real. Alongside it, the Onam campaign work produced for the same chain earlier in the season.
In-store footage from the sale floor, shot live and cut straight into the ad account.
RetailInfluencer-led festival campaign, shot and cut for native feel across Instagram.
InfluencerBroadcast-ready commercial cut, paced for a brand story told in seconds.
CommercialWhy it worked
- The ad and the store told the same story. Footage from the actual sale floor is harder to scroll past than a studio ad, because it's proof, not a promise.
- One system, two districts. Running Kannur and Wayanad on the same account structure meant the learning from one store fed the other instead of starting cold twice.
- A hard deadline. Two days, clearly stated, gave the audience a reason to act now instead of bookmarking the offer for later.
The ad didn't have to convince anyone the sale was real — the footage was already proof.
Frequently asked questions
What was the Pathirayum Pakalum campaign?
A 2-day sale for IMAGE Mobiles & Computers, run on 12 and 13 August 2026 across their Kannur and Wayanad stores, backed by a dedicated Meta push and a matching video production shoot.
Can a multi-store retail chain run one campaign across two districts?
Yes — this campaign ran in both Kannur and Wayanad at once, with the same offer, the same creative system and the same Meta account structure driving footfall into every store on both days.
How much did performance marketing contribute to the sales spike?
The Meta account reached 890,051 people at ₹4.28 per result, with Instagram profile visits converting at ₹0.76 each — spend that translated directly into people walking into a store, not just impressions on a screen.
A short, hard deadline paired with real footage of the thing actually happening beats a longer, softer campaign almost every time — especially in retail, where customers can walk in and check for themselves.
Work with us
We are a marketing agency based in Thana, Kannur, running performance marketing and video production as one system for retail chains, D2C brands and builders across Kerala and the Gulf.
See how we run performance marketing · how we produce the creative · read the IMAGE Mobiles Onam campaign
Message us on WhatsApp or call +91 70128 12012 for a free account audit.