⏤ Journal
Plays we ran. Things we got wrong. The week's interesting numbers.
FEATUREDMost Indian creative agencies outsource shoots to production houses and rely on freelance editors. We don't — and that changes the economics for D2C brands. A look inside India's fully in-house D2C creative ad studio model, plus 9 other agencies worth knowing.
Performance · Jun 2026 · 18 min read
Meta Ads for D2C Brands in India (2026): The Playbook for New, Growing, and Scaled Brands
Meta deprecated ~10,000 interests through 2024-2026, consolidated targeting in June 2025, and rolled out Andromeda in October 2025. The right Meta playbook for a D2C brand now depends entirely on stage. Verified targeting, three campaign architectures (new / growing / scaled), and the universal settings every D2C brand should flip — from a Kolkata agency managing ₹38Cr in D2C ad spend across 120+ brands.
Performance · May 2026 · 22 min read
Top 10 Performance Marketing Agencies in India for D2C Brands (2026)
Most “Top 10 performance marketing agencies” lists in India are paid placements where the publisher ranks itself #1. This one isn't. Triangulated research on 15 India-wide agencies — rated on 5 parameters, with the publisher (us) deliberately excluded from the ranking.
Performance · May 2026 · 20 min read
Top Digital Marketing Agencies in Mumbai for D2C Brands (2026)
Mumbai has India's deepest D2C agency ecosystem — and the highest retainers. This article opens with a quick note on our own offer (Iblix Digital, ~20–30% lower retainers), then a triangulated rundown of the top Mumbai agencies for D2C brands, rated on 5 parameters.
Performance · May 2026 · 20 min read
Top Digital Marketing Agencies in Bangalore for D2C Brands (2026)
Bangalore is India's D2C capital — the highest unicorn density anywhere. But its agency layer is surprisingly thin. This article opens with a quick note on us (Iblix Digital, ~20–30% lower retainers), then an honest, triangulated rundown of the top Bangalore agencies for D2C brands.
Shopify · May 2026 · 18 min read
Shopify SEO for D2C Brands in India: The Complete 2026 Playbook
Shopify SEO is the most under-invested D2C channel in India in 2026 — and the highest-leverage one for brands at ₹2L+/month ad spend. The complete playbook: technical setup, the 5C framework, content stack, agency vs in-house economics, and the mistakes that quietly kill rankings.
PERFORMANCEPerformance · May 2026
Most D2C founders treat Meta vs Google as a binary. The real answer is a budget split with structural differences in audience, attribution, and creative. Real CPM, ROAS, and CAC data from 62 Indian D2C brands — plus a budget allocation framework by stage.
PERFORMANCEPerformance · May 2026
The complete D2C marketing playbook for Indian founders in 2026 — the 8 pillars, channel-by-channel breakdowns, CAC benchmarks by category, budget allocation by stage, and agency vs in-house economics. Built from managing 120+ active D2C brands and ₹38 Cr+ in ad spend.
PERFORMANCEPerformance · May 2026
JioStar opened self-serve advertising in 2025 at ₹4,000 entry and posted ₹36,248 Cr FY26 revenue. We break down the actual costs, how the self-serve platform works, and when a D2C brand should add it to a Meta-led ad stack — using primary portfolio data and triangulated public sources.
PERFORMANCEPerformance · May 2026
Most ‘Top 10 agencies in Kolkata’ lists are paid placements where the publisher ranks itself #1. This one isn’t. Triangulated research on Kolkata agencies — rated on 5 parameters, with the publisher (us) deliberately excluded from the ranking.
PERFORMANCEPerformance · Apr 2026
The most common Reddit thread in r/FacebookAds: ‘CPMs are insane, what’s working?’ The honest answer almost nobody wants to hear: it’s your ads.
UGCUGC · Apr 2026
Meta and Google’s targeting tools have collapsed into broad + signal loss. The lever that still works is the one most teams under-invest in: creative volume and variance.
PERFORMANCEPerformance · Apr 2026
Before you nuke your campaigns, work through this checklist. 9 times out of 10 the answer is one of these six — and 8 times out of 10 it isn't the algorithm. The full diagnostic we run before touching a single ad set.
BOLDFITCase Studies · Apr 2026
Boldfit was already running at 3.4× ROAS — but daily spend was high enough that every winning ad fatigued in days. Their previous agencies couldn’t keep up. We took over the creative pipeline and now ship 50 videos a month. Fatigue stopped happening.
PERFORMANCEPerformance · Apr 2026
The ‘scaling wall’ that almost every D2C brand hits between ₹3L and ₹6L/day in spend is real — but it isn’t the algorithm. It’s a creative pipeline that hasn’t kept up.
UGCUGC · Apr 2026
A working library of opening lines and visual setups that we’ve seen scale across categories — fitness, wellness, fragrance, fashion. With examples and what each one signals.
BLUE TEACase Studies · Apr 2026
A national TV moment gave Blue Tea the kind of inbound spike every D2C founder prays for. At their existing creative throughput, the wave would have faded in weeks. We built multiple creative pipelines in parallel and kept the momentum going for months.
FUEL SHOESCase Studies · Mar 2026
Stuck at 3.1× ROAS and shipping too few creatives. Fuel Shoes moved onto a 20-videos-a-month plan — ten angles, two cuts each — and let raw, honest reviews do what polished product films couldn’t.
UGCUGC · Mar 2026
Format diversity matters more than ad volume. If you’re running 30 ads in one format, the algorithm sees 1 ad. Here are the 5 formats we keep on rotation across every account — with hook examples, CTAs, and how to brief each one.
HOOFERSCase Studies · Mar 2026
Hoofers came to us without a marketing engine — no campaign structure, no creative pipeline, no creator roster. We built the whole performance stack from scratch and brought the brand to a steady 4.1× ROAS.
PERFORMANCEPerformance · Mar 2026
Most teams kill ads too late. A small group kills them too early. Here are the specific signals we use to make the call — and the rule we use when the signals disagree.
UGCUGC · Mar 2026
UGC and influencer marketing are not the same thing. We treat UGC as performance creative and influencer as awareness — different jobs, different KPIs, different budget lines. Here's the full breakdown: cost, measurement, and a decision matrix for which to use when.
REISTORCase Studies · Mar 2026
Sustainability ads usually preach. Reistor’s audience didn’t need preaching — they needed proof. We rebuilt the creative system around touch, drape, and the founder’s voice.
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