Case study
From 90 thousand views a yearto 123 million in nine months.
A distribution-led food and FMCG brand, a small production team, and a content system that took a year to prove and then compounded. All figures below are from the public Instagram page, pulled on September 14, 2026.
Client
Anjali Gold Mustard Oil, a 100% pure food products brand. Instagram: @anjaligoldagro.
Industry
FMCG, packaged food.
Challenge
Make a cooking oil brand something home cooks recognise and trust online, in a category where most content is either product renders or borrowed trends.
Objective
Build recognition and trust with home cooks so the pack is familiar before the shopper reaches the shelf, measured in views and engagement on owned content.
Strategy
Utility over advertising. The product became the essential ingredient in cooking hacks, everyday kitchen utility and a recurring brand-education series about purity, so the payoff of every Reel depended on the oil rather than mentioning it. Hindi and English were mixed to match the audience. 2024 was spent testing formats at low volume; frequency was raised only once the formats had proven themselves.
Creative direction
Close, warm, kitchen-real. Recipes and hacks shot at counter level with the pack in frame but never blocking the action. A recurring episode structure for the purity series so viewers recognised the format. Captions written as tips rather than slogans.
Production
Batch shoots producing multiple Reels per session, edited in-house and cut for Reels first. Increasing volume from 11 Reels in 2024 to 81 in 2025 and 145 in the first nine months of 2026.
Deliverables
237 Reels published between January 2024 and September 2026 among 357 total posts. Monthly content plans, shooting, editing, captioning, scheduling and reporting.
Results year by year
| Year | Reels published | Views generated | Average views per Reel |
|---|---|---|---|
| 2024 | 11 | 90,454 | about 8,200 |
| 2025 | 81 | 17.15M | about 211,700 |
| 2026 to Sept 11 | 145 | 123.6M | about 852,700 |
Source: public view, like and comment counts on every Reel live on the account's Instagram page, collected September 14, 2026. Instagram displays rounded view counts and those were used as-is.
What we learned
Format first, frequency second. The 2026 jump came from raising output on formats that had already proven themselves in 2025, not from posting more of everything.
Utility travels. Cooking hacks in which the product is essential to the payoff outperformed every direct product post. The top 15 Reels account for roughly 96 percent of all views.
Repetition builds recognition. The purity-education series never went viral, yet it did the brand job the hacks could not, and its episodes still sit in the top 15.
Publish the real numbers. Total views were 140.9 million against a working estimate of 100 to 120 million. Counting properly made the claim stronger, not weaker.
Questions
Are these numbers verified?
They are the public view, like and comment counts displayed on every Reel on the account's Instagram page on September 14, 2026. Instagram rounds large view counts and those rounded figures were used as-is.
Can Touchwood Team do this for any brand?
No category behaves exactly like food content. What transfers is the method: format testing at low volume, then frequency on proven formats, produced and published by one team.
Tell us what the brand needs to say.
One team for strategy, creative, production and social. Send a brief and we will come back with what we would do first.