Influencer marketing × Launch activation × Jaipur

Making a new outlet impossible to miss.

Sodhani Sweets Pvt Ltd. entered Mansarovar with four established Jaipur outlets behind it—but no local footprint in one of the city's most competitive sweet-shop markets. The brief was not simply to fill an inauguration. It was to create city-wide anticipation, dominate local feeds on launch day and make the new VT Road outlet feel established from day one.

80+creators initially shortlisted

60+premium hampers delivered pre-launch

25+paid creator collaborations

40+creators present on launch day

Creators and The Brown Club team at the Sodhani Sweets Mansarovar inauguration

Mansarovar, JaipurLaunch day creator team

The brief

Don’t just open.
Arrive.

Sodhani Sweets already had brand equity in Jaipur. The challenge was translating that legacy into immediate relevance in Mansarovar—before nearby, long-established competitors could own the conversation.

The client wanted a launch that created visible momentum before the doors opened, delivered a high-energy creator experience on inauguration day and kept the buzz alive after the event. That meant treating the launch as a campaign system—not as a one-day influencer gathering.

The challenge

Enter a crowded local market and create a head start before day one.

Mansarovar already had familiar, established sweet shops. Sodhani Sweets needed to create enough anticipation that the inauguration itself became a Jaipur conversation—and enough creator momentum that people knew the outlet, the location and the brand legacy before visiting.

New neighbourhood Strong incumbent competition City-wide awareness Creator-led launch Day-one commercial impact

The Brown Club and Sodhani Sweets teams reviewing the outlet setup before launch day

Pre-event planning inside the Sodhani Sweets Mansarovar outlet

The strategy

Build the launch in phases—so attention starts before the ribbon is cut.

We designed the campaign around creator quality, anticipation, operational clarity and a deliberately concentrated publishing window.

01Creator intelligence

Curate for engagement, not vanity.

The first job was identifying Jaipur food creators who could genuinely influence local discovery. We evaluated not just follower counts, but engagement quality, content creativity and audience credibility—filtering out profiles that showed weak or suspicious engagement.

80+ creators shortlisted
Creators split into invite-only and paid-collaboration cohorts
Addresses, locations and commercials collected systematically
Paid creators negotiated to protect the client's budget

Curated Jaipur creators at the Sodhani Sweets launch

02Pre-launch seeding

Turn an invitation into something worth posting.

Instead of sending a simple invitation, more than 60 creators received a large Sodhani Sweets hamper at their doorstep. The hamper gave them a real product experience before the launch—and a reason to post immediately.

Doorstep delivery completed over two days
Short creator reaction bites captured during delivery
Organic Instagram stories created pre-launch FOMO
Uninvited creators began reaching out asking to participate

Premium Sodhani Sweets hamper prepared for pre-launch creator seeding

Sodhani Sweets hamper being handed over to a creator before the launch

Creator receiving the Sodhani Sweets pre-launch hamper

Grand opening invitation sent to creators for the Sodhani Sweets Mansarovar outlet

03Creator operations

Make the creator experience feel professionally managed.

Paid collaborators were added to a dedicated WhatsApp group and received a structured creator deck rather than scattered instructions. It covered deliverables, deadlines, required brand information, the correct outlet/location references, the brand's legacy, campaign guidelines and 20+ content directions they could adapt to their own style.

Brand guidelines translated into creator-ready instructions
Mandatory outlet and legacy information clarified upfront
20+ content ideas reduced repetitive reels
Best Reel competition opened participation beyond the core list

Creators in coordinated Sodhani Sweets Content Team T-shirts

04Launch-day choreography

Give creators time, access and reasons to create.

Creators were asked to report two hours early. Because the schedule had been communicated repeatedly, almost everyone arrived on time. They received branded T-shirts marked as the content team, shot their planned concepts before the crowd arrived, captured the live inauguration and moved through a structured experience without unnecessary waiting.

40+ creators on-ground
Pre-event shooting window before the inauguration
Branded content-team T-shirts created a coordinated visual presence
Brunch, creator hospitality and a timed exit respected creators' schedules

Creators shooting content during the Sodhani Sweets launch experience

The D-day experience

Make the launch feel like an experience, not a briefing.

Once creators had captured the inauguration, the campaign shifted from production to participation. Sodhani Sweets hosted a proper brunch spread, and we layered in a friendly rasgulla challenge with a cash prize. It gave creators another natural moment to film, laugh about and share—without forcing another scripted brand message.

Ribbon-cutting ceremony at the Sodhani Sweets Mansarovar outlet inauguration

Creators filming and enjoying the Sodhani Sweets launch experience

“The experience itself became content.”

Creators enjoying the brunch hosted during the launch-day experience

The highlight

The Rasgulla Eating Challenge

Creators filming and reacting during the Rasgulla Eating Challenge

The publishing mechanic

Concentrate attention without making it feel manufactured.

Creators did not immediately publish every reel as a brand collaboration. The first wave went live as standalone creator posts. The brand collaboration was added roughly 48–72 hours later, helping the initial posts feel more organic while still giving Sodhani Sweets a second wave of distribution.

Before launch

Stories + hamper FOMO

Creators posted the unexpected hamper experience, putting the launch date and brand into local feeds before the event.

↓

Launch day

Different concepts, same moment

Because creators had 20+ idea directions, the output avoided becoming a wall of identical inauguration reels.

↓

First 48h

Standalone creator posts

Content launched natively from creator profiles, concentrating attention while preserving a more organic feel.

↓

48–72h

Brand collaborations added

Sodhani Sweets joined the strongest posts after the initial publishing window, extending reach and campaign shelf life.

Instagram Story showing Sodhani Sweets grand opening invitation and hamper

Instagram Story thanking Sodhani Sweets for the creator hamper and invitation

Instagram Story featuring the Sodhani Sweets pre-launch hamper

The results

The launch did what it was built to do: create a rush.

The buzz started before inauguration day, peaked through the creator-led launch and continued into the following days and festival period. Creators reported a highly professional experience, and the client reported commercial performance ahead of its own opening-day expectation.

≈35event-day reels documented in the campaign portfolio

2M+reported overall campaign reach across Jaipur

Million+view territory reached by breakout creator reels

+120%day-one revenue versus the client's expectation, as reported by the client

Performance and commercial figures are client-reported / portfolio figures and should be supported with analytics or sales records before being presented as independently verified results.

Why it worked

The campaign was designed around human behaviour.

01 / Selectivity

We chose creators, not follower counts.

Engagement, creativity and audience quality mattered before reach. That improved the credibility of the creator mix and gave the content a stronger chance of performing.

02 / Anticipation

The launch began at creators' doorsteps.

The hamper created gratitude, surprise and FOMO before anyone arrived at the outlet. Other creators started asking to participate because they could already see the experience forming.

03 / Structure

Professional operations made creativity easier.

Clear guidelines, one WhatsApp group, precise outlet information, deadlines, brand legacy points and 20+ idea directions gave creators clarity without forcing them into identical scripts.

04 / Experience design

Every moment had content potential.

Early access, coordinated T-shirts, the inauguration, brunch, the Best Reel competition and the rasgulla challenge created multiple reasons to shoot—so the brand appeared through different stories, not repeated advertisements.

05 / Distribution

The publishing sequence created multiple waves.

Standalone posts first, collaborations later and the broader competition helped the campaign keep moving instead of peaking once and disappearing.

What happened next

A successful inauguration became a longer relationship.

The strongest proof was not only what happened on launch day. The positive experience was reciprocated by creators and by the client, and Sodhani Sweets subsequently engaged The Brown Club to manage its social media on an ongoing basis.

Photo wall

The launch, in frames.

A curated selection of the strongest moments from the campaign—planning, creators, celebration and on-ground energy.

Creator group at the Sodhani Sweets inauguration

The Brown Club team behind the successful launch

Creators shooting content inside the outlet

Creator enjoying the product experience during the launch

Creators wearing coordinated Sodhani Sweets Content Team T-shirts

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Design the moment.

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