Case studiesEmami × Zandu
FMCG / AyurvedaEmami × Zandu
18 creators, 3.93M views, and the 30-Day Digestive Challenge
- Total Views
- 3.93M
- Avg. Engagement Rate
- 2.20%
- Total Likes
- 49.7K
- Creators
- 18
Across 18 reels
+47% vs. Ayurvedic FMCG benchmark
18 creators
18 reels, 3-month campaign
Strategy
Emami's Zandu brand partnered with Reelax to launch #ZanduPancharishta30DayDigestiveChallenge, a 3-month campaign across Instagram Reels and YouTube Shorts. 18 creators across micro and macro tiers - spanning food, wellness, mommy-blogging, lifestyle, Ayurveda, and travel - challenged audiences to adopt the 30-day Zandu Pancharishta habit, delivered in Hindi, Marathi, and English.
Audience
Urban and semi-urban India dealing with gas, bloating, acidity, and weak digestion.
Results
3.93M total views across 18 reels at a 2.20% average engagement rate, beating the Ayurvedic FMCG benchmark by nearly 47%. Two creators individually surpassed 1M views each, and the top two reels alone drove 2.60M of the total 3.93M views.
“3.93 million total views across 18 reels - with two creators individually surpassing 1 million views each - at a 2.20% average ER, beating the Ayurvedic FMCG benchmark by nearly 47%.”
- Campaign results summary, Reelax
Overview
Founded in 1974, Emami Limited is one of India's fastest-growing personal care and healthcare companies, reaching 4.7M retail outlets across 70+ countries. The Zandu acquisition in 2008 added over a century of Ayurvedic heritage. The campaign promoted Zandu Pancharishta, a 36-herb digestive tonic, by blending authority-led content from a certified nutritionist and an Ayurvedic doctor with relatable storytelling from mommy bloggers and food creators.
Campaign goals
Brand Awareness
Scale Zandu Pancharishta's visibility and top-of-mind recall among India's health-conscious digital audience across age groups, languages, and regions.
Challenge Participation
Drive mass adoption of the 30-Day Digestive Challenge by leveraging creator credibility and personal storytelling.
Ayurvedic Positioning
Reinforce Zandu Pancharishta as a trusted, science-backed Ayurvedic remedy for everyday digestive issues.
Key insights
- 1
Nutritionist Authority Unlocks Massive Organic Reach
@supriya.nutritionist generated 1.10M views at a 7.55% ER - expert-led health content triggers algorithm amplification and deep audience trust.
- 2
Top 2 Reels Delivered 65% of Total Campaign Views
@kritikasignature (1.50M) and @supriya.nutritionist (1.10M) together drove 2.60M of the 3.93M total views.
- 3
@vaibhaarti's 12.42% ER Proves Loyalty Beats Follower Count
With just 118.6K followers, @vaibhaarti outperformed all 18 creators on engagement rate - 5.6x above the campaign average.
- 4
Mommy Segment Delivers Consistent Engagement at Scale
The parenting/mommy creator cohort delivered a combined 403.6K views with consistent engagement across five creators.
- 5
Cross-Platform Strategy Extended Campaign Reach
Two YouTube Shorts creators added 41.5K views and diversified reach beyond Meta to short-form wellness audiences.
- 6
30-Day Challenge Format Drove Narrative Stickiness
The structured challenge gave every creator a before/after story arc, driving comment-section conversations and saves that single posts can't achieve.
- 7
Multilingual Content Maximised Pan-India Resonance
Content delivered in Hindi, Marathi, and English ensured authentic, region-appropriate messaging across India's diverse audience.
Results vs. objectives
| Objective | Target | Achieved | Status |
|---|---|---|---|
| Total Campaign Views | 1M+ views | 3.93M views | Exceeded 3.9x |
| Avg. Engagement Rate | 1.5% (FMCG benchmark) | 2.20% | +47% Above Benchmark |
| Creator Count | 15 creators | 18 creators | Exceeded |
| Viral Content Moments | 1 reel with 500K+ views | @kritikasignature 1.50M · @supriya.nutritionist 1.10M | Exceeded - 2 reels hit 1M+ |
| Platform Coverage | Instagram only | Instagram Reels + YouTube Shorts | Exceeded |
| Creator Niche Diversity | 2-3 content categories | Food · Mommy · Health · Ayurveda · Travel · Lifestyle · YouTube | Exceeded |
Creator highlights
@kritikasignature
Lifestyle & Fashion
1.50M
Views
5.51%
Engagement Rate
@supriya.nutritionist
Certified Nutritionist
1.10M
Views
7.55%
Engagement Rate
@vaibhaarti
Wellness & Self-Care
377.7K
Views
12.42%
Engagement Rate
@_.kinza_idris
Lifestyle
252.2K
Views
5.05%
Engagement Rate
Why it worked
Authority x Relatability = Trust at Scale
Pairing expert voices (a nutritionist, an Ayurvedic doctor) with relatable everyday creators made the product both medically credible and personally relevant.
The 30-Day Challenge Created Behavioural Commitment
The challenge format transformed a product recommendation into a participation invitation with a clear story arc, driving sustained engagement.
Mixed Creator Tiers Maximised Reach & Depth
Macro creators delivered massive reach while micro creators delivered deep engagement from highly loyal audiences.
Problem-Solution Storytelling Over Product Promotion
Every creator opened with a recognisable digestive problem before introducing the product as the solution - making content feel helpful, not promotional.
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