Submitted by Pulpkey

EatSure Pop Culture Icons Creator Campaign

Influencer Marketing

Pulpkey cast nostalgic icons such as Alok Nath and Falguni Pathak alongside creators to make EatSure feel connected to pop culture, and the agency reports 18.2M views.

18.2MViews
10.32MReach
1.21MTotal Likes
520KSaves

Case in 60 seconds

EatSure needed to be seen as a go-to destination for trusted Rebel Foods brands such as Oven Story, Behrouz Biryani and Faasos, while the brief also asked the app to earn cultural relevance rather than compete on convenience alone.

The campaign turns on borrowed familiarity rather than new messaging, because personalities the audience already remembers, such as a comedy legend or a 90s pop sensation, bring recall and emotional resonance that a delivery app cannot build quickly on its own.

Pulpkey set out to make EatSure feel like an app that is present everywhere, on the phone and in the culture, by placing it inside the content of familiar nostalgic icons and current creators.

Pulpkey cast Alok Nath, Johnny Lever and Falguni Pathak alongside creators including RJ Karishma, Jamie Lever and Niharicka Singh, who made comedic sketches and slice-of-life situations that promoted the variety and convenience of EatSure in each creator's own tone.

Pulpkey reports 18.20M views and 10.32M reach across 12 pieces of content, with 1.21M likes, 3.07K comments, 520K saves and 310K shares, while the page reports no orders, downloads or other commercial result.

Strategy Breakdown

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

The page does not define a target audience beyond the unique audiences of each participating icon and creator, whose followings the campaign used to position EatSure as convenient and connected to pop culture.
The page ties EatSure to pop culture through figures with fixed public images, such as Alok Nath and his sanskari persona, so the humour draws on what the audience already knows about each personality rather than on the product.
A multi-brand delivery platform has to sell the app itself rather than any single restaurant brand, so Pulpkey framed EatSure as the destination for trusted names such as Oven Story, Behrouz Biryani and Faasos.
EatSure plays the convenient answer inside everyday comedic and slice-of-life situations, and the page describes the promotion of its variety and convenience as subtle rather than foregrounded.

Creative & Execution System

Partners

  • Pulpkey (lead_agency)

Creator role

  • Alok Nath
  • Johnny Lever
  • Falguni Pathak — creator
  • RJ Karishma — creator
  • Jamie Lever — creator
  • Niharicka Singh — creator

Results & Evidence

MetricValueResult type
Views18.2M viewsvideo_views
Reach10.32M reachreach
Total Likes1.21M likesperformance
Saves520K savesperformance
Shares310K sharesperformance
Total Comments3.07K commentsperformance
Creators12 creatorscreators_count
Content Made12 content piecesoutput

Why Pulpkey's strategy worked

  1. 1

    Casting personalities who already carry recall, such as a comedy legend or a 90s pop sensation, lends a delivery app emotional familiarity rather than asking the audience to form a new association from nothing.

  2. 2

    Pairing nostalgic icons with current creators carries one message to audiences of different ages, because each voice speaks to its own following in its own tone while the brand stays the constant element.

  3. 3

    Keeping the promotion subtle inside comedic sketches and slice-of-life situations lets variety and convenience sit inside a story rather than interrupt it, which suits a brief built on cultural relevance rather than direct response.

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