A hundred nano creators. One IPL season.
Humaari Trusted Team: an Instagram story campaign for TATA AIG Insurance during TATA IPL 2026, run with over 100 creators of 1,000 to 5,000 followers.
- Client
TATA AIG Insurance- Industry
- Insurance
- Services
- Influencer marketing
- Period
- IPL 2026
The problem
Insurance is a category most people scroll straight past, and IPL is the most crowded advertising window of the year. TATA AIG, a premier partner of TATA IPL 2026, needed people to actually open its app and try the campaign.
The campaign, Humaari Trusted Team, let anyone upload a photo with their family in the TATA AIG Insurance app and generate an AI image of their family as a trusted team, set in the IPL world.
Our scope
- Sourcing and onboarding 100+ nano creators
- Step-by-step posting guide and video tutorial
- Story mandates: tags, hashtags, link and copy
- Compliance checks on every story
- Proof collection: story link and screenshot from each creator
- Reporting
The audience insight
At 1,000 to 5,000 followers, a creator's audience is mostly people who know them. A creator's own family photo, shared there, reads like a friend's story rather than an ad, which suits a category built on trust.
Strategic decisions
Nano, on purpose
Every creator sat between 1,000 and 5,000 followers, where stories are watched by people who actually know the creator.
Their family, not a script
Each creator used the app with a real photo of their own family, so every story was personal and different, while the campaign mechanic stayed the same.
Every story is a doorway
Each story carried the app link with “Use app to participate now”, the brand tag @tataaigofficial and #TATAAIG #BharosaHai #HumaariTrustedTeam #TATAIPL2026, so every view had a next step.
Proof built into the brief
Profiles stayed public for at least 24 hours, and every creator sent back the story link and a screenshot, so a hundred stories could be checked one by one.
What we made
- 100+ Instagram stories, posted on the day
- Creator posting guide and video tutorial
- Four suggested taglines, such as “Bharosa that plays through every inning.”
- Story-by-story proof log
Outcomes
100+
Nano creators activated
Source: TAT campaign records
Period: IPL 2026
Official figures. Our scope on this work: sourcing and onboarding 100+ nano creators, step-by-step posting guide and video tutorial, story mandates: tags, hashtags, link and copy, compliance checks on every story, proof collection: story link and screenshot from each creator, reporting.
What we learned
Trust scales sideways. A hundred small, trusted voices, each sharing something personal, can carry a category people usually ignore.
