New Category Launch — Building Materials

// the challenge

A ₹4,500Cr conglomerate launched a brand-new building materials category — one that buys on aspiration, not specifications — with no existing brand recall and no digital playbook. We had 12 months to prove digital could carry the launch, while competing against global-network agencies for the lead-agency mandate.

// the approach

• →Led with a YouTube brand-lift campaign fronted by a popular TV-series actor — the recognition vehicle that broke through clutter in a category with no inherent recall
• →Followed with structured Meta + Search performance campaigns timed to the rising brand-aware audience, converting that awareness into qualified dealer and architect leads
• →Implemented Salesforce CRM end-to-end — lead capture, attribution, sales-team handoff — so digital-sourced leads stopped getting lost between marketing and sales
• →Revamped the website to match the aspirational positioning the category demanded — conversion-optimized for the high-intent visitor, not a brochure

// the impact

// key insight

"You can't performance-market your way into an aspirational category from a cold start. The actor-fronted YouTube campaign created the recall that made Meta and Search actually convert — either layer alone wouldn't have delivered ₹12 Cr in 12 months."