Case Study

Categories Name : C. SOCIAL MEDIA

Sub-Category : C06. Best Use of UGC

Campaign Name : Khate Raho, Khushi Se

Brand Name : Ankur Oils

Agency Name : One Advertising & Communication Services

Results

The “Real People. Real Story.” UGC movement transformed Ankur Oils into a people-powered brand by enabling authentic storytelling from real consumers across India. By turning everyday kitchens into content studios, the campaign sparked unprecedented participation, with users voluntarily sharing emotional food memories, family recipes, and cultural traditions each organically featuring Ankur Oils. This bottom-up content creation model built a community of consumer-advocates who became the brand’s most trusted storytellers. The campaign generated 15+ lakh video views on Facebook and Instagram with a minimal investment of ₹2 lakh, proving the power of authenticity over high-gloss advertising. Engagement soared across recipe-led UGC, with individual reels like Paneer Pakoda, Chole Bhature, and Dahi Bhalla crossing 50K–1.1 lakh views, driven purely by the relatability of real kitchens and real families. Festival-led UGC further amplified reach, adding over 1 lakh organic views during Navratri, Diwali, and Bhai Dooj. With 85% relatability scores reflected in comments, shares, and saves, Ankur Oils saw a measurable shift in brand affinity and trust. Participants who shared content became repeat creators, helping establish a self-sustaining community content engine. Most importantly, UGC allowed Ankur Oils to redefine brand advocacy moving from endorsements to emotion-driven, collaborative storytelling. The campaign not only deepened consumer connection but positioned the brand as a household favourite built on real voices, real stories, and real impact.