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New Delhi: Vinod Intelligent Cookware has launched an Instagram campaign in collaboration with ReVamp Studios, running from June to October 2025, that places user-generated content (UGC) at its core. The initiative has produced more than 110 videos to date, generated 161 million views, and recorded a 77.2% engagement rate.
The campaign features creators including Chef Nehal Karkera, Chef Prachi Agarkar, and Chef Nidhi Goyal (Fun2oosh Food), who highlighted Vinod’s cookware range through recipe-focused Reels. Content linked to festivals and occasions such as Ganesh Chaturthi, Onam, Friendship Day, Independence Day, and Teacher’s Day has been integrated, blending traditional dishes with topical themes to increase resonance with younger audiences.
Videos include recipes such as Modaks for Ganesh Chaturthi, the Onam Sadhya feast, and Independence Day tributes, alongside more contemporary dishes like cheese burst burgers, biryani variants, and Bombay pav bhaji. According to the company, the activation has helped build conversations around modern cooking and festive traditions, particularly among Millennials and Gen Z.
Commenting on the campaign, Sunil Agarwal, Managing Director, Vinod Cookware India Private Limited, said, “Our vision was to connect with young audiences while also engaging modern Indian households and celebrating the festive spirit. By embracing UGC-led content marketing and collaborating with content creators, we not only showcase our products but also reinforce the values of tradition and innovation that define Vinod Intelligent Cookware.”
He also explained “This campaign has sparked meaningful conversations, strengthened brand equity among Millennials and Gen Z, and demonstrated the growing power of authentic, creator-driven storytelling in today’s digital age. The response so far has been highly encouraging. It reinforces our position as a trusted leader in premium cookware, while reaffirming our long-term commitment to creating meaningful value for evolving households.”
The campaign follows other recent developments, including Vinod Intelligent Cookware’s expansion into the UAE, a partnership with Wangoo for its Singapore launch, and collaborations with quick commerce platforms. It also comes after the brand’s Mother’s Day television campaign earlier this year.
Watch the campaign films: