The Power of Influence: Zervaan Bunshah's Impactful Collaboration That Changed the Game

It all began with the launch of Lay's new Magic Masala flavor, which unfortunately failed to resonate with consumers. Zervaan, with his 121K followers on Instagram, became the voice of disappointment. In a viral video posted on October 30, 2023, he candidly expressed his dissatisfaction, garnering 7 million views and around 200,000 shares.

Another Brand Joins the Conversation

Recognizing the social media buzz, Bingo, another player in the snack industry, decided to capitalize on the trend. They offered a unique response by sending a truck full of their products to Zervaan. Despite the public critique, Zervaan maintained his affinity for Lay's, specifically the original Magic Masala flavor.

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A post shared by Zervaan J Bunshah (@bunshah)

Collaboration in the Making

Monk Entertainment, seeing an opportunity for collaboration, reached out to Lay's. The goal? To reintroduce the favourite OG Magic Masala flavor with Zervaan at the forefront. Acknowledging the impact of Zervaan's viral video, Lay's and Monk Entertainment swiftly worked together to bring back the old flavor.

Viraj Sheth, the co-founder and CEO of Monk Entertainment, posted on X (formerly Twitter) to share the behind-the-scenes story of the spontaneous collaboration.

We did a cool thing.

1. Lay's launched their new Magic Masala flavour that everyone hated.

2. Zervaan, a creator we represent, made a video on it that went viral. I'm talking 7M views, 200k shares.

3. Bingo cashes in on the trend. They send a truck full of their product to… pic.twitter.com/MalFoQ9Tmi

— Viraj Sheth (@viraj_sheth) December 7, 2023

Ensuring Authenticity

To maintain momentum and authenticity, Zervaan was sent to the factory to personally verify the return of the original flavor. This hands-on approach added a layer of credibility to the collaboration.

A Win-Win-Win Situation

The collaboration resulted in Lay's launching the OG Magic Masala flavor with Zervaan's image prominently featured on the packaging. What seemed like a spontaneous turn of events turned into a meticulously executed strategy, benefiting all parties involved. The client, Lay's, achieved a successful product revival, Zervaan solidified his connection with the audience, and the consumers rejoiced at the return of their favorite flavor.

Unplanned Success

The entire journey showcased the power of influence in action. None of it was pre-planned, yet the swift thinking and execution from all parties involved turned an unexpected critique into a triumphant collaboration, proving the true influence that creators hold in today's digital landscape.