Kurtiwala Store: 9.7 lakh views for a Nagpur kurti shop, one Reel a week

Kurtiwala Store sells kurtis from a shop at Kamal Chowk in Nagpur. The brief was not a launch or a festival push. It was the ordinary problem of a shop on a busy street: thousands of people walk past it every day without knowing what is inside.

So the campaign was built to repeat rather than to peak. Each week a creator goes to the shop, shoots there among the racks and the customers, and puts out a Reel and a Story. No studio, no styling, no script read to camera — the shop as it looks on an ordinary weekday evening, with its own board and its own phone number on screen.

Four Reels have run so far. Together they have been watched 9,67,150 times, with 12,686 likes and 287 comments between them. The strongest of the four did 6.4 lakh views on its own.

That spread is why the campaign books several creators instead of one. A single Reel can do six lakh or it can do twenty thousand, and nobody can tell which beforehand — but four of them together give the shop a number it can count on.

A fifth Reel is shot and waiting to go up. The campaign runs weekly, and this page is updated as each one lands.