ITC Sunrise Regional Creator Recipe Reels
Influencer MarketingPulpkey worked with 10 regional creators in Jharkhand and Meghalaya to put ITC Sunrise masalas into home cooking reels, and the agency reports 3.92M views across the content.
About the campaign
ITC Sunrise worked with Pulpkey and 10 regional creators on recipe reels that drew 3.92M views. Sunrise is a spice brand, and the brief targeted Jharkhand and Meghalaya. The goal was cultural relevance, brand trust and stronger recall for its core spice portfolio.
The agency onboarded 10 creators from East and Northeast India, including home chefs, family vloggers and regional entertainers. Handles include @cookingdiaryathome, @dk.irene, @silrikchi_sangma and @vergina_kurbah143. Each reel used local dialects, traditional utensils and homely backdrops. The recipes centred on heritage dishes, daily meals and festive cooking made with Sunrise masalas.
The agency reports 3.92M views and a reach of 1.54M. The 10 pieces of content drew 82.3K likes and 550 comments. Viewers saved the reels 69K times and shared them 40K times.
Case in 60 seconds
ITC Sunrise needed regional presence and brand trust for its core spice portfolio in Jharkhand and Meghalaya, where content had to feel locally rooted while still looking premium enough to carry a legacy brand.
In these regions trust and tradition drive what a household buys, so a spice brand earns credibility when a creator cooks in the local dialect with traditional utensils, because the kitchen looks like the viewer's own.
Sunrise masalas were placed inside food, family and tradition stories told by regional creators who could speak the language of their audience, so brand recall rode on familiar dishes and emotional memory.
Pulpkey onboarded 10 creators from East and Northeast India, home chefs, family vloggers and regional entertainers, who each filmed a reel of a heritage, daily or festive recipe using Sunrise masalas in a homely setting.
Pulpkey reports 3.92M views and a reach of 1.54M across 10 pieces of content, with 69K saves and 40K shares, which point to recipes viewers kept for later, alongside 82.3K likes and 550 comments.
Strategy Breakdown
Creative & Execution System
Assets & channels
- Other
Partners
- Pulpkey
Creator role
- cookingdiaryathome — creator
- dk.irene — creator
- fatgirllifechronicle — creator
- foodbook_by_aditi — creator
- foodie_mona_ — creator
- jamshedpurfoodieduo — creator
- silrikchi_sangma — creator
- terk_love — creator
- vergina_kurbah143 — creator
Results & Evidence
| Metric | Value |
|---|---|
| Views | 3.92M views |
| Reach | 1.54M reach |
| Saves | 69K saves |
| Shares | 40K shares |
| Total Likes | 82.3K likes |
| Total Comments | 550 comments |
| Creators | 10 creators |
| Content Made | 10 pieces |
Why Pulpkey's strategy worked
- 1
Save counts matter for recipe content because a saved reel is one a viewer plans to cook from, so a spice brand gains repeat exposure each time the recipe is reopened in the kitchen.
- 2
Filming in local dialects with traditional utensils and homely backdrops lets product shots sit inside a scene the audience recognises, which keeps the integration subtle while the brand stays visible on screen.
- 3
Mixing home chefs, family vloggers and regional entertainers spreads one product story across different viewing habits, while the shared recipe format keeps the message consistent from creator to creator.
Results
1.2M
Video views
15
Assets created
50K
User engagements
Results
3M+
Views
43K+
Engagement
34K
Brand social followers
Results
+2.5M
Paid reach 2024
5.7M
Impressions 2022
6.9M
Impressions 2023