Two weeks ago, we covered how Zave started generating some buzz on Indian Instagram with a small creator wave built around reaction-to-demo videos.
Since then, the same ambassador has gone viral again this time with a hook that helped push the app to another 5.4M views in a week.
She’s been rotating through a bunch of hooks built around well-known consumer apps (Uber / Blinkit / Zomato / Nykaa) along with the classic “they don’t want you to know this” savings framing
You can see several of those hooks and their performance below.
One thing we can say for sure: they’re winning with local brand name + curiosity question.
The latest hit:
“My boyfriend from IIT who works in Myntra showed me this hack.”
IIT (Indian Institute of Technology) is widely associated with top tech talent in India, so the hook makes it feel like an insider trick.
One version hit 2.7M views, and another variation pulled 2.2M.
The format hasn’t changed: shocked reaction first, then a quick demonstration of how the app helps reduce the price of a purchase.
There’s still no real TikTok activity, the distribution is coming almost entirely from IG Reels + reposting.
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