Chhattisgarh Creator Campaign Crosses 12 Million Views
Chhattisgarh's India Impact Drive took 11 creators 1,000 km across the state, and the unscripted stories they posted crossed 12 million views between 4 and 12 October, with engagement as high as 10% and more than 80% positive sentiment.
- Led by: Government of Chhattisgarh, Department of Information and Public Relations, through Chhattisgarh Samvad
- Platform: India Impact Drive, a creator-led storytelling IP by Adosphere
- Route: Raipur to Raigarh, 1,000+ km, 26 September to 1 October 2026
- Creators: 11, with a combined following of 14.6 million
How India Impact Drive Worked
The creators were given access instead of scripts. For six days a single bus carried them through Raipur and Nava Raipur, the industrial belt of Durg and Bhilai, the self-help groups and forest enterprises of Jashpur and Kunkuri, and the energy corridor around Raigarh, and they told what they saw in their own voice.
Prem met a family whose livelihood was rebuilt through a self-employment scheme. Adarsh Gupta and Manvendra Chauhan profiled women reshaping their villages. Vishal Rattewal returned to areas once cut off by Maoist violence, where schools have reopened. Aniket Thakur's film on the Garbage Cafe in Ambikapur crossed 2.5 million views on its own.
Why The No-Script Approach Matters
Government creator campaigns usually run as transactions: a script is handed over, a post goes out, an invoice is raised, and the audience scrolls past what reads like an advertisement. "We gave the creators no script; instead, we gave them the chance to travel from village to village and city to city and see the change with their own eyes," said Umesh Mishra, CEO, Chhattisgarh Samvad.
"Creators are now among the most trusted storytellers for young Indians," said Abhijit Sonagara, director, Adosphere, which created India Impact Drive.
A Model For Other States
Each chapter is packaged end to end: creator curation, route design, on-ground production and measurement of reach, engagement and sentiment for every reel, and can be on the road in six weeks. Chhattisgarh was Chapter 1; the organisers say several other states have expressed interest. The chapter closed in Raipur with a session on social media in public communication, attended by more than 100 regional creators.
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