Coke Jigri

The Brief

How do you spark brand buzz in under a week? You create a story people need to follow.
Coca-Cola’s #MeroJigriKhoi was a viral influencer campaign crafted to drive top-of-mind brand awareness through storytelling, emotion, and suspense — all centered around the beloved local term “Jigri” (best friend).

The Execution

We engaged 25 top digital creators to lead a 7-day content burst, rolled out in 3 tightly choreographed phases:

1. Phase 1 – Suspense Begins
   Creators teased the idea of a missing “Jigri,” sparking curiosity and conversations across platforms.
   
   
2. Phase 2 – Suspense Extended
   Driven by audience engagement, creators continued the search — involving their followers in decoding clues, sharing theories, and participating in the hunt. This organic interaction deepened the emotional hook and drew audiences further into the narrative.
   
   
3. Phase 3 – Reveal & Campaign Peak
   The final reveal brought the suspense to a close, tying in Coca-Cola’s message of meaningful connection and companionship. The “Jigri” was found — and Coke was at the center of it

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The Results

• 25 creators | 75+ content pieces
  
  
• 7-day campaign
  
  
• 5M+ impressions across platforms
  
  
• High engagement through comments, shares & story interactions
  
  
• Solidified Coca-Cola’s emotional relevance with youth audiences

Why It Worked

• The campaign wasn’t just about visibility — it was about involvement. By extending the suspense based on real-time engagement, audiences didn’t just watch the campaign unfold — they played a part in it. This layered storytelling approach turned #MeroJigriKhoi into a trending moment — and Coca-Cola into the emotional center of that conversation.

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