Customer story · Consumer goods
One GST film, then forty-five persona videos and 25 million YouTube views.
Emami worked with Nagent through its enterprise content studio. It began with a single film for the GST 2.0 change and grew into persona-led video for three brands, made for social, performance marketing and quick commerce.
It started with one film. When GST 2.0 changed prices across India, Nagent made a Navratna Gold video for the moment, and it reached over two million people on LinkedIn and YouTube. That earned the bigger brief. Their agents read every public post our Navratna, Dermicool and Smart and Handsome brands had made, worked out what had landed and with whom, and came back with fifty persona ideas. We picked fifteen, and they made forty-five videos for social, performance marketing and quick commerce. The Navratna reels alone are close to two and a half million views, and on YouTube our films have passed twenty-five million.
Ashutosh ModiBrand Head, Emami LtdIt started with one film
In September 2025 India moved to GST 2.0, and every price list in the country had to change at once. Nagent made a Navratna Gold film for that moment: a man on the phone, walking the corridor of an office in the middle of the change, with the brand saluting the teams who carried it.
Emami posted it on LinkedIn and YouTube. It reached over two million people, and the LinkedIn post alone drew 309 reactions and 22 reposts.
Reading what already worked
The bigger brief covered three brands: Navratna, Dermicool and Smart and Handsome. Before proposing anything, the agents read every public social post the brands had made and sorted what had landed, with whom, and in which format.
That reading is what the ideas were built on. A concept that had no precedent in the brands' own audience had to argue for itself.
Fifty ideas, fifteen concepts, forty-five videos
The agents proposed fifty persona-specific ideas for launching the brands' new offerings to their target market. Emami shortlisted fifteen persona concepts, and those became forty-five videos, cut for social media, performance marketing and quick-commerce platforms.
The personas are specific people on specific days: a farmer after a day in the field, a factory worker at the end of a shift, a construction worker in a hi-vis vest, a warehouse loader in the heat, a commuter, a student at a desk and a homemaker at the market with her child. Dermicool's own film turned prickly heat into an army of monsters for its YouTube channel.
What the films reached
Across YouTube the films have passed twenty-five million views. On Instagram, eight Navratna reels show 631K, 538K, 535K, 262K, 158K, 118K, 114K and 109K views, close to two and a half million together, and the homemaker reel for Navratna Cool Talc drew 1,670 likes.
Instagram labels these reels as AI content, and they say so in the open.
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