Tease
Creators dropped the cryptic line…“Baad Mein Bolna Mat”...in their own styles, without immediately revealing the context.
Case study 01 CREDAI Nashik Metro
Shelter 2024
We enabled 25+ local creators to turn a property expo into a citywide “you had to be there” moment.
The brief
CREDAI Nashik wanted to position Shelter 2024 as the city’s most unmissable property event, building anticipation before the expo and converting digital attention into on-ground footfall.
The challenge
Property-event communication is often functional and easy to scroll past. We needed to make Shelter feel conversational, culturally familiar and impossible for Nashik to ignore.
The idea
“Baad Mein Bolna Mat.”
A familiar phrase became the creative thread for a three-stage creator campaign.
Reveal
The phrase evolved into the campaign’s call to action: “Baad Mein Bolna Mat, Shelter Visit Nahi Kiya!” Curiosity became an invitation to visit the expo.
Experience
Creators attended Shelter 2024 and shared walkthroughs, reactions and real-time experiences, turning promotion into credible social proof.
The creator mix
Lifestyle · Food · Fashion · Youth · Family
We partnered with 25+ Nashik-based creators, ranging from 1K to 100K followers, to build relevance across the city’s different communities.
The campaign engine
Hyperlocal casting · Cross-category reach · Native storytelling · Phased content · Real-world participation
Together, the creators brought a combined audience of more than 1.5 million people.
The campaign didn’t just reach Nashik. It mobilised it.
- 11M+Total reach
- 75+Reels created
- 25+Creators activated
- 3xIncrease in profile visits on event days
The creator-led event push also contributed to a significant surge in expo walk-ins, turning online curiosity into real-world intent.
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hello@theplugx.comWhat we doTalent Partnerships · Influencer Marketing · Creator Campaigns
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