Neurogum Phone Distraction Comedy with Aditya Rawat
Influencer MarketingCreatorsMela placed Neurogum inside Aditya Rawat's phone-distraction comedy across Instagram Reels and YouTube Shorts, with the agency reporting 169.3K Instagram views at its 26 September 2026 snapshot.
About the campaign
Neurogum worked with CreatorsMela and comedy creator Aditya Rawat on a short-form collaboration that recorded 169,345 Instagram views. Neurogum sits in the wellness category and carries a focus-themed brand message. The brief was to introduce it through Aditya Rawat's relatable comedy, using everyday distraction as the starting point.
The agency's scope covered one collaborative Instagram Reel and one YouTube Short, plus advertising rights. Both videos built a comic story around attention drifting towards the phone. The hook treated focus like someone who had stopped responding, and it appeared in the Instagram caption and the YouTube Short title. The caption and YouTube description named Blinkit, Zepto, Instamart and Amazon as shopping options.
The agency reports 169,345 views and 5,262 likes on the Instagram Reel in a snapshot taken on 26 September 2026. The YouTube Short recorded 11,160 views and 491 likes in a snapshot taken on 28 September 2026. Each platform is measured separately, at its own date, as a post-level count.
Case in 60 seconds
Neurogum set out to introduce a focus-themed brand message through Aditya Rawat's relatable comedy, which meant the product had to enter short-form entertainment on Instagram and YouTube without displacing the joke viewers came for.
Phone distraction is a habit viewers laugh at in themselves, because most have lost a task to a scrolling thumb, so a focus brand can enter that joke as the answer rather than the interruption.
Treating focus like someone who had stopped responding gave an abstract benefit a familiar social reference, and that ghosting hook ran through both the Instagram caption and the YouTube Short title.
Aditya Rawat published a collaborative Instagram Reel and a YouTube Short on the same phone-distraction joke, with the caption and YouTube description naming Blinkit, Zepto, Instamart and Amazon as places to buy Neurogum.
CreatorsMela reports 169,345 Instagram views and 5,262 likes at a 26 September 2026 snapshot, and 11,160 YouTube views and 491 likes at a 28 September 2026 snapshot, each measured per post.
Strategy Breakdown
Creative & Execution System
Assets & channels
- YouTube
Partners
- CreatorsMela
Creator role
- Aditya Rawat — creator
Results & Evidence
| Metric | Value |
|---|---|
| Instagram Views | 169.3K views |
| Instagram Likes | 5,262 likes |
| YouTube Views | 11.2K views |
| YouTube Likes | 491 likes |
Why CreatorsMela's strategy worked
- 1
Carrying one hook into both the caption and the Short title keeps a single creator idea recognisable across two platforms, so each deliverable reinforces the other instead of reading as a separate brief.
- 2
Naming retailers in the caption gives comedy content a practical next step, because a viewer who enjoys the joke is told where the product can be found without the video pausing to sell.
- 3
Reporting each post at its own snapshot date keeps platform figures readable, since post-level counts taken at different times cannot be added together into a single audience number.
Results
6.46M
Impressions
-60%
Cpm vs contracted
-70%
Cpa drop since launch
Results
+248
Content pieces
5.4M
Potential reach
3.91%
Engagement ratio