Submitted by Pulpkey

Behrouz Biryani Always-On Creator Reels Program

Influencer Marketing

Pulpkey cast seven creators across comedy, chef and storytelling genres to integrate Behrouz Biryani into their own reels, and the agency reports 10.17M views.

10.17MViews
115.5KLikes
135KSaves (Estimated)
80KShares (Estimated)

Case in 60 seconds

Behrouz Biryani wanted its always-on influencer program to keep the brand fresh and culturally relevant across moments and formats, while the brand ruled out forced product plugs, so every integration had to fit a creator's own narrative.

The work turns on genre range rather than a single house style, because a comedy sketch, a chef's reel and a Valentine's Day story each reach food through a different door, so varied voices keep a familiar brand feeling new.

Pulpkey rooted the strategy in creative freedom, selecting creators with distinct personal brands and letting each interpret Behrouz their own way, so each reel offered a new flavour while staying on-brand.

Seven creators, including @theaadarguy with comedic sketches, @oindrilabala with a culinary focus and @natashaagandhi with Valentine's Day storytelling, each made a reel, while Pulpkey guided subtle integration through the signature Behrouz box and dining setups matched to each creator's aesthetic.

Pulpkey reports 10.17M views, 3.35M+ reach, 115.5K likes and 434 comments across 7 pieces of content, and it gives an estimated 135K saves and 80K shares, which the page labels as estimates rather than counts.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

An always-on program for a familiar food brand has to keep content fresh across moments and formats, so Pulpkey spread the work across lifestyle, comedy, chef, storytelling and everyday creators rather than repeating one approach.
The brand asked that Behrouz be integrated into content that fits the creator's narrative rather than pushed as a product plug, so its role was the indulgent food inside the story, marked by the signature box and premium dining cues.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Pulpkey (lead_agency)

Creator role

  • theaadarguy — creator
  • oindrilabala — creator
  • priyasometimes — creator
  • abimilano — creator
  • theakankshakhatri — creator
  • natashaagandhi — creator

Results & Evidence

MetricValueResult type
Views10.17M viewsvideo_views
Likes115.5K likesvideo_views
Saves (Estimated)135K savesvideo_views
Shares (Estimated)80K sharesvideo_views
Total Comments434 commentsperformance
Creators7 creatorscreators_count
Content Made7 piecesscope

Why Pulpkey's strategy worked

  1. 1

    A recurring brand prop such as a signature box carries recognition across very different creator formats, so the brand can hand over tone and storyline without losing its visual anchor in each piece.

  2. 2

    Casting across genres rather than within one niche lets an always-on program refresh itself from batch to batch, because each creator brings an audience habit and a content style the previous batch did not.

  3. 3

    Tying one reel to a calendar moment such as Valentine's Day gives an ongoing program a timely hook, while the rest of the batch keeps running on the creators' everyday formats.

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