We moved beyond the glossy metro city influencers playbook to launch a hyper-local campaign, partnering up with nationwide local influencers to generate more than a million views weekly just by giving away hampers in order to forge a stronger bond between Nilons and their consumers.
At The Backbenchers Digital, we believe the most powerful marketing doesn’t always have a high price tag—it has high emotional value. For Nilons, a deep dive into our consumer base revealed a critical insight: our strongest connection was not with metropolitan audiences through celebrity chefs, but with the heart of India through authentic, local home cooks.
This led to the creation of “Pyaar Ki Rasoi” (The Kitchen of Love), a grassroots influencer campaign designed to celebrate the real culinary heroes of India. We moved beyond transactional partnerships and instead built genuine relationships by offering love and appreciation in the form of curated Nilons hampers—with no monetary cost.
We partnered with thousands of micro-influencers and local home chefs—the true voices of trust in their communities. These creators shared their authentic recipes and kitchen stories using Nilons products, speaking directly to their engaged audiences in a language of genuine passion and trust.
The results were staggering and proved the power of authenticity:
- 60+ Influencer Posts in the first week alone.
- 1 Million+ Organic Views generated by content that felt like a recommendation from a friend, not an ad.
- Zero Cost Campaign: Achieved through a pure product-for-love exchange, delivering an exceptional ROI.
- Deeper Brand Connection: We didn’t just get views; we built excitement and strengthened the bond with the consumers who matter most.
“Pyaar Ki Rasoi” demonstrated that when you focus on spreading love and empowering real voices, you don’t just create campaigns—you build communities rooted in trust.