To communicate the core features and product range, we built a strong story around the brand and ambassador Nihal Sarin, who symbolized intelligence and maturity at a young age and represented the right target group. We also communicated the brand's creation process, the founders' Gandhian ideology, and how our principles enable farmers to grow financially and create fantastic products.
For product and performance marketing, we mapped out the right target audience and creatives for first-time installs. We also onboarded measurement and engagement platforms to create the funnel needed for growth.

We then identified and targeted specific geographies in Bangalore likely to buy based on demographics, using curated creatives for the top funnel and remarketing. We also created a referral loop outside and within the app to encourage friends of first-time users to try our products.

To help build content for the brand we also analysed users who had downloaded the app previously through tools such as Mixpanel, Firebase etc to understand the audience stickiness as well as products that they most engaged/ordered in. 

All of this was brought to life through Search, GDN, Facebook App Install, Youtube, RLSA etc.