Without product plugs or CTAs, Soch partners with women creators across 9 cities to emotionally connect with audiences through hometown stories
India, June 25, 2025:At a time when influencer marketing is often reduced to promo codes and product showcases, Soch, one of India’s leading ethnic wear brands, is setting a new benchmark with its latest campaign, “Stories of India.
Rather than pushing products, the campaign taps into emotion, heritage, and storytelling. Soch partnered with nine female creators across nine cities—from Banaras to Bengaluru and Kochi to Darjeeling—inviting them to share deeply personal stories rooted in their hometowns. The creators were given full creative freedom, with no product mentions or sales-focused directives.
Instead, Soch’s apparel appeared as part of the narrative, not the centerpiece. Each video became a celebration of identity, memory, and place—subtly weaving the brand into a more meaningful context.
Results That Speak Beyond Metrics
The organic performance of the campaign has been impressive:2.3 million+ total views1.7 million reach150,000 likes25,000+ shares8,000 saves
More significantly, over 80% of the comments expressed an emotional connection to the stories and cities featured—proving that authenticity resonates deeper than direct selling.> “With ‘Stories of India,’ we wanted to celebrate the cultural fabric of this country through women, memories, and the places that shaped them. Fashion doesn’t always need to speak to sell. Letting the story speak makes the deepest impact,” said Deepak Mahnot, CMO, Soch.A Shift from Influencing to InspiringBy moving from transactional marketing to emotive storytelling, Soch is showing how brands can shift the influencer playbook—from pushing products to building emotional resonance. The campaign also underlines the power of regional branding and local creators in reaching India’s diverse consumer base.“Stories of India” isn’t just a marketing strategy—it’s a statement on how inspiration, identity, and inclusivity are reshaping the next wave of digital engagement.
Link to the campaign videos:
Bengaluru – https://www.instagram.com/reel/C7MFeYPJwl2/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Goa- https://www.instagram.com/reel/C759ePoK9zx/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Kolkata- https://www.instagram.com/reel/C9O5gpmSFim/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Kerala- https://www.instagram.com/reel/C_QOYJCof7B/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Mysuru- https://www.instagram.com/reel/DAujn1TyM66/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Darjeeling- https://www.instagram.com/reel/DDjoH17PyVP/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Chennai- https://www.instagram.com/reel/DHa9_Y1J5JT/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Chandigarh – https://www.instagram.com/reel/DIDoub4THXy/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Banaras- https://www.instagram.com/reel/DGS4ydCSA0u/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==