#IndiaKaApnaGame
Zupee at 14.8% Engagement Against a 3–5% Category Average
Understanding the Zupee influencer marketing campaign that turned #IndiaKaApnaGame into homegrown entertainment and drove regional reach across India
9M+
Views
14.8%
Engagement Rate
300K+
Engagement
The Challenge
Making #IndiaKaApnaGame Feel Truly Homegrown
Zupee wanted #IndiaKaApnaGame to feel like homegrown entertainment that could connect with audiences across every corner of India. The opportunity was to move beyond conventional gaming brand awareness and use creators to make Zupee part of relatable comedy and entertainment content across regions.
What We Had to Solve For
Drive nationwide and regional reach for the Zupee influencer campaign.
Make Zupee feel relevant beyond traditional gaming audiences.
Use comedy and entertainment creators to build relatable Zupee gaming content.
Our Strategy
The Insight:
For a gaming brand to build mass awareness, the content needs to feel less like advertising and more like entertainment. Local creator voices and relatable formats can make a gaming proposition feel native to different audience communities.
The Approach:
Kofluence enlisted comedy and entertainment creators across Instagram and YouTube to bring #IndiaKaApnaGame to life through user-generated content. By tapping into creators with strong regional and entertainment-led audiences, the campaign turned Zupee creator marketing into a scalable engine for reach, relatability and engagement.
Key Pointers
Comedy and entertainment-led creator strategy
Focus on gaming audience engagement and brand awareness
40+ pieces of UGC content on Instagram and Youtube
Regional audience reach across India
Key Highlights
Timeline & Milestones
Zupee used comedy and entertainment creators to make #IndiaKaApnaGame feel like homegrown content across regions.
The campaign activated 39 UGC content pieces across Instagram and YouTube.
Creator-led content generated 9M+ views and 300K+ engagement.
A 14.8% engagement rate placed the campaign at nearly 3X the industry average of 3–5%.
Creative Highlights
The Results
Views
9M+
UGC Content
39
Engagement
300K+
Key Learnings
What Worked
Comedy and entertainment formats helped make Zupee feel more relatable to audiences beyond core gaming communities.
Regional creator voices helped #IndiaKaApnaGame connect with audiences across different parts of India.
Strong creator-led storytelling helped Zupee achieve 14.8% engagement, nearly three times the industry benchmark.
Creator Posts
Video
Video
Reel
Video
Video
Reel
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