Baseline: The Accidental Rebrand That Broke the Internet
Min Day Lee mispronounced Vaseline. The internet ran with it. And instead of correcting anyone, Vaseline changed their name, mocked up new packaging, and appointed her CEO, effective immediately, no interview required. 38 million people said the word "Vaseline" that week, mostly while laughing. That's not a PR accident. That's reactive marketing played at exactly the right speed, with exactly the right amount of self-awareness.
When KFC Made a Comeback Sound Like One
KFC didn't announce the Twister Wrap's return. They made it hummable. The TurnUp Twins wrote a jingle that sounded exactly like the era the product came from — and the brand account hit a 4% engagement rate against a 0.25% category average. Sixteen times better than the norm, because the medium matched the memory. Sometimes the smartest campaign isn't a film. It's three lines people can't stop singing.
When a Noodle Brand Became a Feeling: Buldak x BOYNEXTDOOR's "Hotter Than My Ex"
Buldak didn't do Valentine's Day. They did heartbreak — and made it look better. Hotter Than My EX turned a packet of spicy noodles into a Gen Z breakup anthem, a K-pop remix, a challenge, and a limited-edition drop. No celebrity at their peak. No traditional food ad. Just one reusable, remixable asset that fans carried further than any paid reach could.
Interlude: Better Than Home
PG marketing has a reputation, and it's not a good one. Blurry photos, WhatsApp forwards, justcol listings, the category had settled for boring. Interlude hadn't. With peak season (July–September) around the corner and every hostel in Lucknow competing for the same girls, we built Better Than Home — a six-reel scripted UGC campaign that targeted every real concern a girl or her parents carry when choosing a hostel. Vox pops outside coaching centres, scripted slice-of-life reels, talent managed end-to-end, and content designed to work organically and on paid performance. Here's how a girls' PG in Lucknow became, genuinely, kind of cool to watch.
Chandrika Tales × Oregano Engage
Chandrika Tales carries the legacy of one of Lucknow's most trusted silver jewellery names, and every month, we make sure that legacy looks the part. From talent acquisition and model management to on-set art direction and full production support via Papaya Productions, Oregano Engage owns the entire shoot process. Strategy-backed, creatively directed, and consistently delivered.
Karnphool Ke Qissey by Lala Jugal Kishore Jewellers
How do you launch a bridal jewellery collection as a cultural experience instead of just another exhibition? Discover how Lala Jugal Kishore Jewellers' Karnphool Ke Qissey leveraged influencer marketing, storytelling, and local creators to transform an Awadhi-inspired bridal collection launch into one of Lucknow's most talked-about cultural events, generating buzz, anticipation, and meaningful audience engagement.
Cera : Multi-City Store Launches
When CERA launched stores across Ahmedabad, Pune, and Jaipur, the goal wasn't broad visibility, it was the right visibility. Architects, interior enthusiasts, design-forward lifestyle consumers. The kind of audience that a single centralised influencer push simply wouldn't reach. So instead of one campaign across three cities, we built three distinct hyper-local influencer networks, each tailored to its market. The result: 14M+ cumulative reach within a ₹4 lakh budget, plus a content library CERA could keep using long after the launches wrapped. Here's how localized strategy beat national scale.
Mushq : ‘Muskuraiye Aap Mushq Me Hain’
Every Eid, the fashion industry produces the same campaign, beautiful models, soft lighting, festive outfits, and a complete lack of personality. For Mushq's Ramadan-Eid campaign, we asked a different question: what if instead of selling the clothes, we sold the chaos? The result was "Muskuraiye, Aap Mushq Mein Hain", a seven-episode UGC-style reel series built around the relatives, the last-minute panic, and the gloriously familiar madness of Eid with family. Here's how a fashion brand stopped blending in and started actually resonating.
Rajwada : “Dulha Kahan Hai?”
Dulha toh mil jayega, but will your giveaway actually get noticed? Most don't. Here's how we took a sherwani giveaway, hit the streets of Lucknow, and turned "Dulha Kahan Hai?" into a city-wide conversation that nobody could scroll past.
Mushq : “Shaadi Ready With Mushq”
What happens when you want influencer marketing results but don't want to pay influencer rates? You stop buying posts and start building experiences. Here's how we helped Mushq own the wedding season on Instagram, without the big-budget playbook.