Submitted by Pulpkey

Oven Story Evergreen Creator and Celebrity Content

Influencer Marketing

Pulpkey ran an evergreen creator and celebrity content drop for Oven Story in India, casting 14 creators across Bollywood, comedy and internet virality, and reports 31.04M views.

31.04MViews
5.02MReach
397.5KTotal Likes
265KSaves (Estimated)

Case in 60 seconds

Oven Story, part of Rebel Foods, needed to stay consistently in the spotlight through an always-on content strategy, which meant finding high-recall personalities who resonate with urban youth and can carry a fun, bold and indulgent pizza persona.

Urban youth meet a brand through the personalities they already follow, so Pulpkey spread Oven Story across Bollywood, comedy and internet virality rather than betting on one voice, because recall for an evergreen brand builds through repeated familiar faces.

The content drop treats Oven Story pizza as the recurring star of a rotating cast of creators, so the brand persona is carried by genre variety and mass appeal rather than by a single campaign moment.

Pulpkey cast 14 creators, including Aaliyah Kashyap, Debina Bonnerjee, Prashasti Singh, Niharicka Singh, Govind Menon (Govinuts) and Shubham Gaur, who made 14 pieces of slice-of-life fun, relatable skits, festive moments and food cravings content, with full production and platform-fit edits.

Pulpkey reports 31.04M views, 5.02M reach, 397.5K likes and 1.62K comments across the drop, and describes 265K saves and 155K shares as estimates, framing the result as reinforcing Oven Story's place in India's pop-culture food narrative.

Strategy Breakdown

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

Urban youth who resonate with high-recall personalities from Bollywood, comedy, lifestyle and sports.
Oven Story is cast as the star of every piece of content, so the brand's fun, bold and indulgent pizza persona is carried by creators rather than stated by the brand itself.
The formats draw on food cravings, festive moments and slice-of-life situations, because those are the everyday occasions in which a pizza order is already part of how urban youth spend their time.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Pulpkey (lead_agency)

Creator role

  • Aaliyah Kashyap — creator
  • Debina Bonnerjee — creator
  • Prashasti Singh — creator
  • Niharicka Singh — creator
  • Govind Menon (Govinuts) — creator
  • Shubham Gaur — creator
  • satshyaa — creator
  • anukaragada — creator
  • niyatifatnani — creator
  • searats — creator
  • simatapariaofficial — creator

Results & Evidence

MetricValueResult type
Views31.04M viewsvideo_views
Reach5.02M reachreach
Total Likes397.5K likesperformance
Saves (Estimated)265K savesperformance
Shares (Estimated)155K sharesperformance
Total Comments1.62K commentsperformance
Creators14 creatorscreators_count
Content Made14 piecesscope

Why Pulpkey's strategy worked

  1. 1

    An evergreen brief is served by a steady cadence of content drops rather than a single launch burst, because consistency of presence is the measure the brand set for itself in its always-on strategy.

  2. 2

    Casting across genres such as Bollywood lineage, comedy and internet virality widens the routes into an urban youth audience, so each creator reaches a different slice of attention while the product stays constant.

  3. 3

    Keeping the product at the centre of varied everyday formats, from skits to festive moments and food cravings, lets entertainment content carry the brand rather than interrupting it with a separate sales message.

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