Impact
Twenty-five engagements. Every result names what measured it and the window it covers. No figure is a media budget, or a cost derived from one.
- MRF100%share of voice on premium cricket content
- boAt463%growth in own-website sales
- Fortune Foods26%incremental reach at no added cost
- ACKO40%growth in gross written premium
- Malabar Gold & Diamonds30%lower CPM than the Facebook benchmark
- ClearTax51.1%ad recall lift against control
- Pepperfry23%more checkouts, Kolkata
- Dhan3xinstalls and first trades
01
MRF
Leads the team and the client strategy.
Cutting through cricket-season advertising across the T20 World Cup and the IPL, where every competitor is bidding on the same audience at the same time.
Bought CPM block campaigns across the top cricket channels for full coverage rather than bidding into that auction, mixing skippable and non-skippable so the format was chosen per viewer.
100%
share of voice on premium cricket content
36%
more brand searches month on month
100% of ad inventory on the top cricket channels
Measured by
Google case study. Share of voice from YouTube Select delivery; search change month on month.
Case study published 2026
02
boAt
Led the strategy and the plan, and worked with the team through execution against it.
Growing sales on the brand's own website rather than through marketplaces.
Put the weight behind own-brand website sales as the measured outcome.
463%
growth in own-website sales
Measured by
Website sales, measured over the ten-month period.
Ten months; dates not stated
03
Fortune Foods
Leads the team and the client strategy.
Reach bought separately across YouTube, SonyLIV and Zee5 was paying repeatedly to reach the same viewers.
Unified the buy in DV360 and capped frequency across all of it, so the saving came from removing overlap rather than from cutting the plan.
26%
incremental reach at no added cost
25.5%
lower media cost
3 million+
additional people reached
Measured by
Google case study. DV360 frequency management and added reach reports.
Case study published 2025
04
ACKO
Led the strategy and the plan, and worked with the team through execution against it.
Growing written premium in a crowded insurance category without paying broad-match programmatic rates for audiences that would never convert.
Built premium-intent cohorts from the brand's own first-party signals, de-duplicated before activation, and capped frequency once across every exchange instead of per exchange.
40%
growth in gross written premium
18%
more policies sold
32%
incremental reach in premium segments
82%
lower media cost
Measured by
Measured against previous campaign baselines, with media decisions tied to downstream policy-sold and written-premium signals rather than reach.
Period not stated
05
Malabar Gold & Diamonds
Led the strategy and the plan, and worked with the team through execution against it.
Reaching jewellery buyers away from Facebook, and teaching them to tell genuine product from counterfeit.
Built parallax display creative that pointed at the on-pack cues distinguishing real from fake, and bought whitelisted premium inventory rather than an open exchange.
30%
lower CPM than the Facebook benchmark
20%
longer sessions
18%
more pages per session
Measured by
Measured against matched Facebook audience benchmarks for the same campaign window.
Period not stated
06
ClearTax
Led the strategy and the plan, and worked with the team through execution against it.
A filing brand going on air in July, after a June in which category intent had already grown 93%. Most filers had chosen their route before the campaign reached them.
Measured it two independent ways and published what went against it: a randomised holdout on YouTube, and a year-on-year read aligned to each season's own deadline, because the two filing deadlines fell in different months and calendar comparison would have flattered the result.
51.1%
ad recall lift against control
32.9%
brand search lift
18%
ahead of last year's deadline window
3.2x
brand growth into deadline, against the category's 2.6x
Measured by
Randomised DV360 Brand Lift and Search Lift studies at 90% certainty, cross-checked against Google Trends and Keyword Planner published actuals.
2–31 July 2026
07
Pepperfry
Led the strategy and the plan, and worked with the team through execution against it.
Two cities where the brand had no measurable search presence, and no controlled study was going to run.
Said so, and read the result from two sources that cannot see each other — market-level branded search and the on-site funnel against a month with no CTV — rather than claiming the proof a lift study would have given.
23%
more checkouts, Kolkata
16%
more new users, Kolkata
10%
more new users, Ahmedabad
95.0%
completion on the premium layer
Measured by
GA4 daily export and the GMV feed against a no-CTV baseline month, with Google Trends at state level. No controlled lift study ran, and the finding is stated as strong evidence rather than proof.
July 2026
08
Dhan
Led the strategy and the plan, and worked with the team through execution against it.
A trading app needed first trades. The install was the easy number to move and the least worth moving.
Bid on the in-app event rather than the install, moving the campaigns onto Firebase-driven in-app event optimisation, and bought YouTube mastheads on heavy trading days rather than spreading reach flat across the week.
3x
installs and first trades
2x
account opens
before
3x installs and first trades
Measured by
Google Ads case study. Installs, account opens and first trades from Firebase in-app events.
Case study published 2024
The other 17
09
Clovia
Led the strategy and the plan, and worked with the team through execution against it.
Revenue had gone flat in the markets the brand already led, and the south was barely being reached.
Split budget by how strong the brand already was in each market rather than spreading it evenly, and cut creative into each state's language instead of running one national film.
77%
higher app revenue
37%
higher web revenue
150%
brand search lift
71%
more new app users
64%
more new web users
Measured by
Google Ads case study. Revenue and new users from the brand's own reporting; brand search lift from Google.
Not dated in the case study
10
Niyo Global
Led the strategy and the plan, and worked with the team through execution against it.
Acquiring app users who would go on to order a forex card, rather than users who would install and stop.
Ran the funnel in sequence instead of in parallel — volume installs, then advanced targeting, then in-app event campaigns bidding on the card order itself — and re-engaged the installers who had stopped short.
68%
lower cost per account open
70%
lower cost per card order
28→92%
account opens ordering a card
140%
more installs
Measured by
Google Ads case study. Costs and conversion rates from Google Ads and in-app events.
Case study published January 2025
11
uppercase
Led the strategy and the plan, and worked with the team through execution against it.
A luggage brand wanted consideration in tier-one markets without buying the same video inventory as every competitor.
Bought Spotify video sponsored sessions through DV360 — the first slot of a listening session — rather than adding budget to video platforms the category had already saturated.
2x
click-through vs other video platforms
2x
views-to-sessions vs benchmark
Measured by
Google Ads case study. CTR and views-to-sessions measured in DV360 against other video streaming platforms.
Case study published 2024
12
Pilgrim
Led the strategy and the plan, and worked with the team through execution against it.
A beauty brand with no top-of-funnel history at scale, trying to enter the consideration set in a category that shouts.
Bought every YouTube format as one consolidated DV360 buy so frequency could be capped across formats — Google Ads cannot do that, because each format is a separate campaign there — and cut the films into five languages against revenue-weighted geographies.
3x
sales
80%
search lift
22%
ad recall lift
17%
consideration lift
12%
awareness lift
Measured by
Google Ads case study. Brand Lift and Search Lift studies, with sales read against Floodlight post-click and post-view conversions.
2023
13
Kalpataru Aria
Led the strategy and the plan, and worked with the team through execution against it.
Luxury serviced plots in Karjat — a market small enough that broad prospecting wastes most of the budget.
Passed first-party high-intent signals into Performance Max rather than letting it prospect unaided, and reallocated to the creatives that survived asset testing.
2.66x
return on ad spend
2x
conversion rate
1.4x
lower cost per qualified lead
Measured by
Google Ads case study. Conversion rate, ROAS, cost per lead and cost per qualified lead from Google Ads.
Case study published 2024
14
Imagicaa
Led the strategy and the plan, and worked with the team through execution against it.
A theme park needed the summer season to arrive as demand, not as a delivery report.
Ran OTT, CTV and two YouTube formats as one de-duplicated buy, and committed to a Google brand-lift and search-lift experiment before launch so the answer would come from a control group rather than from the campaign's own numbers.
30%
search lift against control
77.1 lakh
unique people reached
124,921
users lifted into awareness
31,500
branded searches attributed
Measured by
Google DV360 Brand Lift and Search Lift study against a matched control, cross-checked against Google Trends.
7 May – 6 June 2026
15
SleepyCat
Led the strategy and the plan, and worked with the team through execution against it.
Establishing whether a mattress campaign changed anything in two cities, where recall and branded search are the only honest early signals.
Ran holdout studies on both recall and branded search rather than reporting delivery, and marked which figures came off a report screen rather than an export.
339.7%
branded search lift
100.2%
video ad recall lift
2.61 crore
impressions
Measured by
YouTube Brand Lift study and DV360 Search Lift report, both against a holdout.
30 July – 29 August 2026
16
GIVA
Led the strategy and the plan, and worked with the team through execution against it.
A Diwali peak plan large enough that frequency overlap between line items would quietly eat the media budget.
Ran the whole plan through DV360 as a single buy with one frequency cap applied across exchanges before bidding, and shifted weight toward non-skippable placements mid-flight as completion signals came in.
62%
reach above plan
3.9%
relative brand lift
21%
relative lift on non-skippable
Measured by
YouTube Brand Lift study, with delivery read against the media plan.
Period not stated
17
The Sleep Company
Led the strategy and the plan, and worked with the team through execution against it.
A premium mattress brand trying to reach high-intent buyers in Mumbai, where recall mattered more than reach.
Bought connected TV only, then switched mid-flight from in-stream to a target frequency campaign, doubling exposure frequency because recall was the stated KPI.
2.5x
conversion rate the following quarter
17.7%
more sessions than the non-campaign period
7%
brand search growth month on month
Measured by
Google Ads case study. Brand search and sessions against the non-campaign period; conversion rate for Mumbai across the following three months.
Three months; dates not stated in the case study
18
Practo
Led the strategy and the plan, and worked with the team through execution against it.
Launching a branding campaign across YouTube and several OTT platforms at once, with no way to tell how much of the reach was the same people twice.
Tagged every publisher through Campaign Manager and separated iOS, Android and web into their own insertion orders, so post-view and post-click activity could be read per platform instead of in aggregate.
under 2%
audience overlap across YouTube and the OTTs
85%
of tracked activity from YouTube
Measured by
Campaign Manager floodlight tags and its cross-publisher overlap report, across YouTube, Hotstar, Zee5 and Voot.
Period not stated
19
Practo, through COVID
Led the strategy and the plan, and worked with the team through execution against it.
Getting people to consult a doctor from home at the point the category changed underneath it.
Ran for brand interest rather than for immediate conversion, and checked the result against a public source rather than only the platform's.
2x
brand interest, in Google Trends
14.3%
awareness lift
11.6%
consideration lift
Measured by
Brand Lift Study, cross-checked against Google Trends.
Period not stated
20
Jupiter Money
Led the strategy and the plan, and worked with the team through execution against it.
Building a neobank's user base and keeping awareness high while the base grew.
Kept awareness running against fresh audiences rather than re-reaching the acquired base, so each brand lift study measured from an improved baseline.
1 million
users
~10%
brand lift, against a rising baseline
Measured by
Account opens, with repeated Brand Lift Studies against a moving baseline.
Period not stated
21
Dhani
Led the strategy and the plan, and worked with the team through execution against it.
Moving a lending app past installs to the actions that make an install worth paying for.
Optimised down the funnel in stages — registration, then card application, then disbursal — rather than buying installs and hoping the funnel followed.
8.1 million
installs
3.1 million
registrations
2.1 million
card applications
70%
more daily active users
Measured by
In-app events through to disbursal, with daily active users from platform reporting.
Period not stated
22
Gamezy
Led the strategy and the plan, and worked with the team through execution against it.
Growing paying transactions in gaming without the cost per transaction growing with them.
Optimised to the transactional event itself and ran brand measurement alongside performance rather than after it.
468%
more transactions
64%
lower cost per transactional event
11.5%
ad recall lift
Measured by
Transactional in-app events, with a concurrent Brand Lift Study.
Period not stated
23
Zivame
Led the strategy and the plan, and worked with the team through execution against it.
Establishing whether video spend was moving intent rather than only impressions, across two platforms.
Ran brand lift studies on YouTube and on Hotstar separately, so each platform answered for itself.
22%
purchase intent lift on YouTube
15.7%
ad recall lift
5.5%
consideration lift
Measured by
Brand Lift Studies run separately on YouTube and Hotstar.
Period not stated
24
Go Colors
Led the strategy and the plan, and worked with the team through execution against it.
Connecting video spend to something a retailer can bank — footfall, not views.
Measured brand search intent and store visits alongside the standard lift metrics, rather than reporting recall alone.
16,093%
brand search intent lift
6.46%
ad recall lift
5.25%
awareness lift
Measured by
Brand Lift Study with search intent lift and Google store visit measurement.
Period not stated
How to read this
A lift of 16,093% means the measured quantity ended roughly 162 times where it started, which happens when the starting point is near zero. Read it as a brand that was barely being searched for becoming one that was, and judge the campaign on the recall and awareness figures beside it, which start from a real base.
25
Khatabook
Led the strategy and the plan, and worked with the team through execution against it.
Acquiring MSME customers at a cost that stayed viable as volume grew.
Held cost per acquisition as the constraint while scaling volume, rather than letting it drift upward with scale.
Millions
of customers, at the target cost per acquisition
Measured by
Customer acquisitions against a cost-per-acquisition target.
Period not stated