No Pain, Period
Case Study
Saridon Woman set out to redefine pain relief marketing by breaking traditional stereotypes. The goal wasn’t just visibility but to reshape the conversation around women's strength, endurance, and everyday resilience. They needed a campaign that would connect emotionally and socially with young, urban women while also being rooted in local narratives and language.
The Approach
Boomlet strategically aligned the campaign with voices that resonated across North India and Haryanvi-speaking communities. The idea was to turn everyday struggles into moments of connection by focusing on “relatable adulting” and nostalgic themes. Each influencer was handpicked to mirror the cultural essence and language fluency needed to make the message feel real and local. This wasn’t just influencer marketing—it was targeted narrative engineering.
The Execution
Influencers created slice-of-life POV videos that mirrored real moments—whether it was juggling work, managing expectations, or simply feeling overwhelmed. Each video synced seamlessly with the campaign’s musical hook, designed to evoke nostalgia and relatability. The tone was playful, honest, and rooted in cultural nuance, allowing the brand message to land authentically with the audience.
To create cultural resonance and mass awareness for #ShondhaTara, Coke Studio Bangla’s Season 2 track, across both regional (West Bengal) and PAN-India audiences. The goal was to ensure authentic representation of Bengali culture while also making the campaign accessible and relatable for a national audience through influencer-led content.
The Approach
Boomlet adopted a dual-targeted influencer strategy—partnering with Bengali-speaking content creators for cultural authenticity and PAN-India influencers with significant Bengali audiences for wider visibility. The content plan emphasized diversity, featuring GRWM (Get Ready With Me) reels, dance hooks, and outfit transitions to reflect the song’s rhythm and emotion while staying true to everyday relatability.
The Execution
Influencers co-created vibrant, relatable content including:
- Dance Sequences built around the song's hook steps, encouraging user participation.
- GRWM & Transition Reels showcasing the blend of casual and traditional Bengali fashion, synced to the song’s mood.
All content carried an organic, slice-of-life tone while maintaining brand alignment with Coke Studio Bangla’s artistic ethos.
The Impact
The campaign successfully expanded the song’s cultural footprint beyond West Bengal, building strong emotional and visual associations with the track. Audiences across regions engaged actively, using campaign hashtags like #ShondhaTara and #CokeStudioBanglaS2 to participate and share their versions, fulfilling the campaign’s dual goal of reach and relevance.
Featured Videos
Key Metrics
Song Awareness: Successfully created awareness for #ShondhaTara through diverse, engaging content, strengthening the song’s cultural appeal.
Broad Engagement: The campaign expanded from regional to PAN-India, effectively amplifying the song's reach and increasing participation using the hashtags #ShondhaTara and #CokeStudioBanglaS2.
40
Total Influencer collabs.
4.2M+
Total
Reach
5.1M+
Total
Views
700K+