The campaign showcased how cultural moments like IPL can be leveraged to build meaningful brand conversations at scale
Mumbai, Aug 05:
, one of India’s fast-growing influencer marketing agencies, has successfully executed a large-scale influencer campaign for Aashirvaad High Protein Atta during the IPL season, bringing together 1,300+ creators from across the country and generating over 68 million views.
The campaign was built around the thought-provoking question, “Kya Kha Ke Aaya Hai?”, a phrase commonly associated with strength, energy, and performance. The idea was to show that the answer could be something as simple as an everyday roti made with Aashirvaad High Protein Atta. By connecting a familiar cultural expression with the importance of protein-rich everyday nutrition, the campaign highlighted how a household staple can help support active lifestyles and growing children.
Leveraging the excitement and massive viewership surrounding IPL, the campaign positioned Aashirvaad High Protein Atta as an everyday nutrition choice for active families and growing children. The initiative aimed to build awareness around the importance of protein-rich diets while associating the brand with India’s biggest sporting celebration.
Creatorcult activated 300+ micro creators and a network of 1,000 nano creators, making it one of the agency’s largest creator-led activations during IPL. While the micro creators focused on authentic family storytelling, product demonstrations, healthy lifestyle integrations, and fitness-led narratives, the nano creator network amplified the campaign at scale through hyperlocal reach and social proof.
The campaign also featured regional-language content tailored to local audiences, enabling the brand to connect with consumers across geographies in a relatable manner.
The campaign delivered impressive results, generating over 68.18 million views, more than 307,000 likes, and over 25,000 comments across platforms. Key creator activations were executed within a high-intensity IPL window, with creators going live within a span of just two days during the tournament.
Commenting on the campaign, Shweta Kaushal, Co-Founder, Creatorcult, said, “IPL offered the perfect cultural moment to connect conversations around sports, energy, and everyday nutrition. Through a combination of authentic micro-creator storytelling and large-scale nano amplification, we were able to create meaningful visibility for Aashirvaad High Protein Atta and demonstrate how influencer ecosystems can effectively bring together trust, regional relevance, and scale.”
As influencer marketing continues to grow, campaigns such as these highlight how brands can leverage cultural moments, regional storytelling, and creator communities to build meaningful consumer engagement.