Chhattisgarh’s no-script creator drive hits 12 million views

The Chhattisgarh government’s latest influencer marketing experiment suggests that giving up control can be a communication strategy in itself. Working through Chhattisgarh Samvad, the Department of Information and Public Relations partnered with India Impact Drive, a creator-led storytelling platform developed by digital agency Adosphere, and let creators document development work without a script.

01 · The route and the numbers

Eleven creators with a combined following of 14.6 million took a six-day journey between September 26 and October 1, 2026, covering over 1,000 km through Raipur, Nava Raipur, Durg, Bhilai, Jashpur, Kunkuri and Raigarh.

Content published between October 4 and 12 generated more than 12 million views, with engagement rates reaching 10% and over 80% positive sentiment across comments and reactions.

• 11 creators on the ground
• 14.6 million combined audience
• 1,000+ km covered in six days
• 12 million+ views in the content window
• 10% engagement rate and 80% positive sentiment

02 · What the creators chose to show

Instead of a storyboard, creators were given a storyline in real time. Prem documented a family’s experience with a self-employment scheme, Adarsh Gupta and Manvendra Chauhan featured women working to change their villages, and Vishal Rattewal covered areas previously affected by Maoist violence.

Aniket Thakur’s video on the Garbage Cafe in Ambikapur became the breakout piece, reportedly drawing more than 2.5 million views on its own.

03 · Why no script worked

“We gave the creators no script,” said Umesh Mishra, CEO of Chhattisgarh Samvad. He added that government communication has to adapt to younger audiences who increasingly consume information on mobile devices.

Abhijit Sonagara, Director of Adosphere, said creators are now among the most trusted storytellers for young Indians. India Impact Drive is structured as a creator engagement platform for governments, covering creator selection, route planning, on-ground production and performance measurement, including reach, engagement and sentiment. That turns a state tour into a measurable communications asset rather than a one-off visibility exercise.

04 · The marketing take

The Chhattisgarh project is the first chapter in India Impact Drive’s planned nationwide series. It concluded in Raipur with a session on social media’s role in public communication, attended by more than 100 regional creators, and the organisers say other states have shown interest in hosting later editions.

For CMOs and brand managers, the campaign makes a clear case: set the route, the access and the outcomes, then leave the storytelling to creators who already have audience trust. The response measured by the organisers shows why script-free authenticity can outperform message control.

Source: BuzzInContent Publications Private Limited

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.