Tulua's ghee roast masala needed a reason for people to reach for it beyond one dish, so we briefed 13 food creators to build it into their actual weekly cooking - no recipe cards, just cameras rolling while they cooked what they'd normally cook.
The recipe-led seeding turned into genuine repeat usage: several creators kept featuring the masala in unrelated recipes weeks after the campaign ended, and those unscripted mentions ended up carrying more weight than the original briefed content.