Ryze
When Ryze set out to launch its nicotine-free gum in India, they weren’t looking for loud ads — they were looking for lasting impact. The goal was clear: reach audiences struggling with addiction, through voices they already trusted. That’s where CreatorsMela came in. We didn’t just run a campaign - we built a conversation around quitting, hope, and habit transformation. And we used creators with real influence and creative authenticity to lead it.
Services
Nicotine Gum
Category
We brought in 10 creators from different genres
Client
WeRyze
Our Story with Ryze
The biggest challenge was emotional relatability. Tobacco addiction isn’t just physical — it’s social and psychological. So, we focused on realistic creator storytelling, cinematic hooks, and subtle brand presence. Our creators explored themes like regret, second chances, and peer pressure — all through Ryze’s lens. This led to massive engagement, repeat watches, and shareability — all while keeping Ryze’s message front and center.
Creator Highlight Scroll Page
BlueBox:
Delivered a cinematic narrative showing how addiction spirals from peer pressure to life-altering regret.
Science & Fun:
Created an interactive reel using scientific facts about nicotine and its effects on the brain. Made the science entertaining, leading to massive watch time and engagement.
Other creators:
Vox-based storytellers, lifestyle vloggers, and comedy creators tackled different aspects — from relationship loss due to addiction to a cab driver’s struggle to quit — ensuring diverse reach.
Audience & Brand Reactions
How the Audience Reacted:
Thousands of comments poured in — from people sharing personal stories of quitting, to tagging friends who needed to watch the videos.
Several users even asked where to buy Ryze, directly under the reels — proving high recall and conversion intent.
How the Brand Reacted:
The Ryze team called it “one of our most meaningful campaigns to date.”
They were thrilled not just with the reach, but with how CreatorsMela’s storytelling aligned with their brand philosophy of empathy + science.
How It Felt for Us (CreatorsMela Team):
This was a purpose-led campaign, and we treated it that way.
From scripting emotional beats to directing scientific narratives — we built a campaign that didn’t just perform… it mattered.
