Neurogum × Aditya Rawat: Focus meets relatable comedy

Introduce Neurogum through Aditya Rawat's relatable comedy format, using the everyday experience of distraction as the creative starting point. The campaign brought a focus-themed brand message into short-form entertainment on Instagram and YouTube. Its published scope included one collaborative Instagram Reel and one YouTube Short, alongside 30 days of advertising rights. The content connected a recognisable creator voice with a clear brand mention and a caption that named shopping platforms. Platform results are reported separately to preserve the context of each published deliverable.

1. 01

   The creative began with a familiar problem: attention drifting towards the phone. Aditya Rawat's Instagram caption explicitly placed the content around phone distraction, relatable comedy, humour and sarcasm. That gave the Neurogum collaboration a subject already suited to a comic treatment, with the creator's voice shaping how the brand entered the story.

2. 02

   The campaign's hook treated focus like someone who had stopped responding. This use of a familiar social reference made an abstract idea concrete within the creator's comedy. The same focus-and-ghosting idea appeared in the Instagram caption and the YouTube Short title, keeping the central theme recognisable across both published versions of the collaboration.

3. 03

   Each video was approximately 41 seconds long. The campaign therefore worked within a compact short-form format on both platforms, with the creator, the distraction theme and the Neurogum brand connection contained in a brief piece of entertainment. The original Instagram post is linked on this page, and the YouTube Short forms the second recorded deliverable.

4. 04

   The published caption and YouTube description named Blinkit, Zepto, Instamart and Amazon as shopping options at the time of the campaign. This added a practical layer to the creative: viewers were given the brand identity and a pointer towards where the caption said it could be found. The retail message accompanied the same distraction-themed creator content on both platforms.

5. 05

   The distribution scope covered a collaborative Instagram Reel and a YouTube Short, with both recorded as published. The two formats gave the same creator collaboration a presence on two short-form platforms. Each post has its own link, measurement date and recorded view count, which keeps the performance of the individual deliverables visible.

6. 06

   Thirty days of advertising rights were also included in the tracked campaign scope. Those rights formed part of the collaboration arrangement. The headline results in this story come from the published creator posts, with Instagram and YouTube reported separately. Each platform's figures retain their original snapshot date, making the result of each short-form deliverable visible.

7. 07

   The Instagram snapshot from 26 September 2026 recorded 169,345 views and 5,262 likes. The YouTube snapshot from 28 September 2026 recorded 11,160 views and 491 likes. The separate dates are retained because these are post-level measurements taken at different times. They describe platform activity and do not establish unique cross-platform audience reach or attributed sales.

8. 08

   The creative connection in this Neurogum collaboration is the language of focus translated into Aditya's everyday comedy. Giving focus a familiar social reference supplied the hook, while phone distraction supplied the relatable situation. That idea carried across the Reel and the Short, keeping the campaign recognisable as it appeared in two different short-form settings.