#DiwaliWithNayaraEnergy: A Creator-Led Diwali Campaign Mapped to 150+ Cities and Nayara's Own Petrol Pumps
ibs Fulcro built #DiwaliWithNayaraEnergy as a creator-led, nationwide Diwali campaign for Nayara Energy, deliberately mapped against the brand's own retail footprint rather than run as a generic national broadcast, blending real-time creator content, on-ground brand integration, and organic employee participation.
At a glance
Client: Nayara Energy (Oil & Gas / Fuel Retail)
Problem: A generic, national Diwali broadcast campaign wouldn't connect Nayara Energy's brand presence to its own real, specific retail footprint across the country.
Solution: #DiwaliWithNayaraEnergy: a creator-led campaign deliberately mapped to Nayara's own petrol pump network, blending real-time creator content with genuine on-ground brand integration.
Result: Cities reached: 150+
ibs Fulcro's role: Influencer Marketing
The Opportunity
Fuel retail is a low-involvement, low-emotion category for most consumers, nobody feels strongly about a petrol pump the way they do about a festival. At Nayara Energy, the opportunity ibs Fulcro identified was to flip that relationship for Diwali specifically: rather than run a standard seasonal ad, build a campaign that made Nayara Energy feel like a genuine part of how India actually celebrates Diwali, city by city.
How the Campaign Was Planned
The planning process started with research, not creative. ibs Fulcro asked how Indians actually celebrate Diwali across the country, then identified which cities show the grandest celebrations and which show more modest, everyday ones, deliberately including both rather than only chasing the most visually spectacular locations.
Those target cities were then cross-referenced against Nayara Energy's own key retail locations, meaning the campaign's geographic spread wasn't arbitrary; it was built to overlap with where Nayara Energy actually has a physical, commercial presence. The audience was then analyzed directly: the resulting campaign reached an audience that skewed 81.60% male and 68.37% aged 18 to 34.
Why the city-mapping mattered: a generic “celebrate Diwali with us” campaign could have run anywhere. Mapping target cities against Nayara's actual retail locations meant the content itself, and the brand integration within it, had a genuine reason to exist in that specific place, not just national reach for its own sake.
Campaign Execution: Three Content Layers
| Layer | What It Was |
|---|---|
| Real-time content | Creator-shot, on-location Diwali content from cities across India, including Bengaluru, Kochi, Jaipur, Bhopal, and others, capturing genuine local celebration rather than a studio-shot generic festival ad |
| Brand integration | Nayara Energy woven directly into creator content at actual petrol pump locations, including creators filming stops, purchases, and moments at Nayara stations as part of their travel and celebration content |
| User-generated & employee content | Organic participation from Nayara Energy employees themselves, sharing their own Diwali celebrations and posts, adding an authentic, non-paid layer to the campaign's reach |
Source: #DiwaliWithNayaraEnergy campaign results reel, Instagram Reels execution format.
A Genuinely Broad Creator Roster
The campaign's real-time content layer was carried by a wide roster of named, verified Instagram creators spanning multiple content niches, not a single influencer archetype.
- Travel & lifestyle: Vidya Ravishanker (@explore_with_vids), Shakti Singh Shikhawat (@traveling_mondays), Aishwarya Karkera (@aishwarya_karkera)
- Automotive & biking: Yasir Mujtaba (@motozoomer), Ajay Prakash (@valmakry), Bulu Pattnaik (@bulubiker)
- Niche & couple content: MSK (@msk_s1991), Revathi & Vinit (@docs_who_travel), Aditi Raval (@aditiraval), Athira Murali (@athiramurali_official), Parth Majiwala (@parth.majiwala), Car Girls India (@minutes)
Deploying creators across such different niches, travel, automotive, lifestyle, couple content, meant the campaign's Diwali message reached genuinely different audience segments through voices those specific audiences already followed and trusted, rather than relying on one creator type to carry the entire campaign.
What Made the Content Format Work
Execution format matched platform behavior
The campaign was built specifically for Instagram Reels, the format its target audience, skewing 18 to 34, actually consumes, rather than repurposing a longer broadcast-style film.
Location tagging kept content grounded and specific
Content was consistently tagged by city, Bengaluru, Kochi, Jaipur, Bhopal, and more, reinforcing that this was a real, distributed, nationwide effort rather than content shot in one location and captioned generically.
Brand integration stayed inside the creator's own voice
Nayara Energy's presence in petrol pump visits was folded into each creator's existing content style, rather than breaking the narrative with a separate, obviously sponsored segment.
Employee-generated content added an unpaid trust layer
Real Nayara Energy employees sharing their own Diwali posts gave the campaign a layer of participation that wasn't paid media at all, reinforcing authenticity alongside the creator content.
The Results
The campaign reached over 150 cities, generated more than 1.3 million video views, accumulated over 2 lakh minutes of total watch time, and drove more than 75 thousand engagements.
The number that shows this campaign held attention, not just views. 2 lakh-plus minutes of watch time against 1.3 million views implies real, sustained viewing, not the high-view, low-completion pattern common in low-effort seasonal content.
Why This Matters Beyond One Festival
The underlying approach, mapping campaign geography to actual business footprint, deploying creators across genuinely different content niches rather than one archetype, and blending paid creator content with organic employee participation, is directly transferable to any brand with physical retail presence trying to make a low-interest category feel locally relevant across a large, diverse country.
Frequently asked questions
A creator-led, nationwide Diwali campaign built by ibs Fulcro for Nayara Energy, combining real-time creator content shot on location across India, brand integration at actual Nayara petrol pump locations, and organic employee-generated content.
ibs Fulcro first identified cities with both grand and more modest Diwali celebrations across India, then cross-referenced that list against Nayara Energy's own key retail locations, so the campaign's geographic spread overlapped with where the brand actually operates.
A broad roster spanning multiple content niches, including travel creators like Vidya Ravishanker and Shakti Singh Shikhawat, automotive and biking creators like Yasir Mujtaba and Ajay Prakash, and lifestyle and couple-content creators including Aditi Raval, Athira Murali, and Revathi & Vinit, among others.
The campaign reached over 150 cities, generated more than 1.3 million video views, accumulated over 2 lakh minutes of total watch time, and drove more than 75 thousand engagements, with an audience skewing 81.60% male and 68.37% aged 18 to 34.
Alongside paid creator content, real Nayara Energy employees shared their own Diwali celebrations and posts. This added an authentic, unpaid layer of participation to the campaign's overall reach and reinforced the brand's presence beyond scripted creator content.