ITC Sunrise
ITC Sunrise
Brief
ITC Sunrise partnered with Pulpkey to strengthen its regional presence across Jharkhand and Meghalaya, aiming to build cultural relevance and brand trust for its core spice portfolio. With legacy and flavor at its heart, Sunrise wanted to engage audiences in a way that felt locally rooted yet visually premium. The brief was clear -- create authentic storytelling through food, family, and tradition, while amplifying brand recall through regional creators who could speak the language of the people, both literally and emotionally.
Strategy and Planning
Pulpkey onboarded 10 creators from East and Northeast India -- including food home-chefs, family vloggers, and regional entertainers. The content focused on recipes and moments that tied back to heritage, daily meals, and festive cooking. Influencers showcased how Sunrise masalas elevate familiar dishes with an emotional edge -- from grandma’s kitchen to family get-togethers. We ensured each reel was filmed in a familiar setup -- local dialects, traditional utensils, and homely backdrops -- maintaining cultural integrity while subtly integrating product visuals. The campaign created a strong emotional connect with the brand in regions where trust and tradition drive purchase decisions.
Performance
Creators
10
Content Made
10
Total Likes
82.3K
Total Comments
550
Views
3.92M
Reach
1.54M
Saves
69K
Shares
40K
Top Comments
Id buy anything from this woman😌😛
Great recipe, looks tempting😋
Big paneer fan here now I have to try this out for sure 😍😍😍😍😍
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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