ITC Aashirvaad
ITC Aashirvaad
Brief
ITC’s Aashirvaad Salt team partnered with Pulpkey to roll out region-specific influencer campaigns with a focus on eastern India, including Assam and West Bengal. The goal was to build deeper resonance in culturally nuanced markets by promoting Aashirvaad’s core value -- purity and trust -- through everyday meal conversations. Instead of using national celebrities, the brand opted for creators who felt local, rooted, and spoke the language of their audience. The campaign was aimed at driving awareness for iodised salt while reinforcing Aashirvaad’s position in kitchen staples.
Strategy and Planning
Pulpkey activated 18 creators across eastern India, selecting influencers based on regional presence, language fluency, and family/kitchen-oriented content. The content formats ranged from recipe storytelling and meal prep snippets to snack-time moments and kitchen hacks -- all naturally integrating Aashirvaad Salt in ways that felt authentic to the creator’s lifestyle. Assam-focused creators spoke in Assamese, while Bengali creators tailored their storytelling to suit home-cooked meals and traditional dishes. The result was a high-recall campaign that felt local, honest, and community-rooted -- making Aashirvaad Salt not just seen, but trusted in real kitchens across the East.
Performance
Total Likes
56.3K
Views
2.69M
Creators
18
Total Comments
718
Content Made
18
Reach
1.07M
Shares
28K
Saves
48K
Top Comments
Ekdom mojjaaa😍😍bihu bihu😍
So beautiful platting looking like a painting 😍😍oh wow
Ashirwad is fab 😍😍
I love ashirwad besan😍
Yes ashirvaad besan is really good personal experience
kitne baar suna maine? Ah! lost the count😁❤️
Best Gram flour🙌
I made this yesterday, it was really nice. I do make chillas, but I add spinach and carrots to it. This one gave me a new variety to add in our breakfast menu
Pulpkey, founded in 2017, is India's most loved Influencer Marketing company. Pulpkey has a network of over 3,00,000 content creators and influencers across different categories. Pulpkey works with Fortune 500 brands like Amazon, Facebook, Google, Instagram, PayPal, Zara; top companies like Rebel Foods portfolio, Swiggy, ITC, Shaadi, Urban Company, Hotstar, Kingfisher, Taco Bell, Godrej, CureFit, Kent, OPPO among many more. Pulpkey's current mission is to empower modern brands to adopt creator-powered storytelling and on the contrary help anyone on the planet to pursue the passion economy
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