Tu Yaa Main Creator Campaign.
For a thriller about two content creators, the Tu Yaa Main team skipped film reviewers and handed the story to a café, a dessert brand and a fashion label.
- Brand
- Tu Yaa Main
- Agency
- TheSmallBigIdea
- Market
- India
- Region
- Global
- Year
- 2026
The challenge
Film promotions get scrolled past, and the release needed to reach people outside the usual film audience who follow food and lifestyle content, without the posts reading as paid placements.
The idea
TheSmallBigIdea asked partners to tell their own stories around the film's themes. The Croffle Guys made a fast-cut food reel, Mokai drew parallels between the characters and added a limited 'Croc Match' drink to its menu, and Bonkers released a carousel built on the film's crocodile graphics and 'Go With The Flow' type. Everything ran on Instagram in the pre-release window.
Results
- According to the case study, the three activations drew 3.14 million+ video views and 96.1K+ engagements.
- The case study credits Mokai's reel with 3 million+ of those views.
Case study source: Social Samosa Source ↗
Credits
- Creative agency
- TheSmallBigIdea
- Additional company
- Colour Yellow Productions
