Case studies

The brief, the work and the results.

Campus launch · 7 months

GEMS Education

Result

60 admissions directly from ads, 60 per cent of the school's entire first intake, and the full 100-seat target achieved in year one.

₹4.1L
Spend: 2,067
Leads: ₹198
CPL: 60
Admissions

The brief

A flagship CBSE campus opening on Deva Road with no results, no alumni and no local reputation, and one admissions season to fill 100 seats. Most launch-year schools do not manage it.

What we did

01Led on borrowed credibility. The GEMS Education name and its arrival in India through the Adani Group, rather than promises the campus could not yet back.
02Replaced promises with proof points. Value-based education, skill-focused training, tech-integrated learning, Nursery to Grade 8.
03Drove campus visits, not form fills. A visit costs more per lead than a phone number, and puts the family in front of the school's most persuasive asset.
04Targeted on catchment and fee bracket. Discipline about who we did not pay to reach is most of why CPL held at ₹198.

Admissions · 2024 cycle

Adani International School

Result

957 enquiries at ₹204 each.

₹1.95L
Spend: 957
Leads: ₹204
CPL

The No Admission Fee campaign · Ahmedabad

Shivashish World School

Result

Lead volume approximately doubled, and the school took 115 admissions against around twenty the previous year.

₹2.10L
Spend: 907
Leads: ₹232
CPL: 115
Admissions

The brief

A well-regarded school with a strong campus, recently moved from GSEB to CBSE, running at roughly half capacity. The previous year's intake had been around twenty students.

This was never an awareness problem. Parents knew the school and rated it. Intent was reaching the school and dying at the point of payment, because new admissions carried a one-time admission fee on top of regular fees — the largest upfront cost in the decision, and widely resented across the category.

What we did

01Went after the blocker, not the volume. Rather than spend more pushing parents toward an offer they were stalling on, we removed the reason they were stalling.
02Waived the admission fee, and made the waiver the entire campaign. Not a footnote in the creative — the whole message.

National franchise engine · 10 cities · 15 months, ongoing

Shanti Juniors

Result

Around 250 genuinely qualified franchise enquiries every month at roughly ₹2,200 each, against a franchise ticket of ten to eighteen lakh.

~1,000
Leads / month: ~250
Qualified / month: 10
Cities: ₹2,200
Per qualified lead

The brief

A preschool chain running two commercial models at once: B2B franchise acquisition targeting people with ten to fifteen lakh to invest, running year-round, and seasonal B2C admissions. Because manages the national marketing engine — performance, social, SEO and B2B campaign planning.

What we did

01Built the digital presence from zero. No audience architecture, no creative system at handover. Social moved from generic calendar posts to classroom-led content.
02Localised city by city. Pune creative carries Marathi and local cues; Bengaluru and Hyderabad shift tone. Ten market-specific builds, not one national creative.
03Committed to qualified-lead targets before spend. Media plans commit per city, with qualified hard-defined as a completed franchise enquiry showing genuine intent.
04Positioned on accessibility, not prestige. A ten to eighteen lakh setup against twenty-five lakh plus for national brands, aimed at the segment for whom that gap decides it.

Event-led acquisition · MicDrop · Ahmedabad

Playtos

Result

₹1.86 lakh in.

₹1.86L
Spend: 269
Leads: 8
Admissions: ₹32L
Revenue

The brief

A two-year weekend programme for children aged nine to fourteen, built around thought leadership and critical thinking rather than academics. The fee is approximately four lakh, in a category most parents have no mental model for — no comparison set, no price anchor, no measurable outcome to point at.

What we did

01Tuned for qualification, not volume. At a four lakh ticket a cheap lead is a worthless lead, so we accepted a higher cost per lead in exchange for leads that could realistically convert.
02Built MicDrop. A public speaking competition for ages eight to fifteen that doubled as an admissions engine. Students submitted a two-minute speech; a shortlist attended a bootcamp with the founder, then performed on stage the next day.
03Let the family qualify itself. Any parent who puts a child through a two-round competition is already sold. By day two they have experienced a compressed version of the programme.

Lead quality and automation · Higher education

NAMTECH

Result

More than 6,000 calls placed in six days — around a thousand a day — generating 43 completed lead forms entirely on their own.

6,000+
AI calls in 6 days: 43+
Leads from calling: ₹505
CPL: ₹2.85Cr
Google managed

The brief

A technology institute operating at serious media scale. The brief was not more leads — it was better ones, worked faster.

At this level of spend a large share of incoming leads were never going to be candidates. Instant forms make submitting almost effortless, so intent is low, and the damage compounds: the pixel learns from whoever converts, so a flood of low-intent submissions trains the algorithm to find more people exactly like them.

What we did

01Added a chatbot qualification layer ahead of capture. Only genuinely qualified prospects now fire the pixel, so the algorithm receives a tighter signal and refines the audience toward real candidates cycle over cycle.
02Deployed AI calling across the registrant base. In a compressed admissions window the constraint is not how many leads exist, but how fast a team can work them before intent decays.

Brand demand · Ahmedabad · 3–4 admission seasons

Keystone Universe of Education

Result

Keystone became the most-searched education brand in Ahmedabad — 26 per cent ahead of Allen and four times Aakash in the same city, up 309 per cent year on year.

2,400
Monthly searches: +309%
Year on year: +89%
In 3 months: #1
In Ahmedabad

The brief

An Ahmedabad coaching institute competing against Allen and Aakash — national brands with decades of equity and national budgets. In coaching the brand is the product, and a local name does not out-position a national one by being better. It has to become more present, more talked about and more searched.

What we did

01Spent a full season on awareness before capture. Demand has to exist before it can be harvested.
02Owned the physical city. Roughly 150 hoardings across Ahmedabad per campaign cycle — viable in a single-city fight in a way it never would be nationally.
03Ran Google Search for high-intent demand, capturing parents at the moment they compare options.
04Anchored on topper credibility, attacking the exact claim the national brands rely on.

Admissions campaign

Little Marvel

Result

At ₹449 this sits in the middle of the portfolio's range rather than at the efficient end, and that is a function of audience rather than execution.

₹2.21L
Spend: 492
Leads: ₹449
CPL

Summer camp · STEM and robotics · Mumbai, Ahmedabad, Surat

RFL

Result

2,575 leads at ₹146.16 across 2.08 million impressions and 386,612 people reached.

₹3.76L
Spend: 2,575
Leads: ₹146
CPL: 2.08M
Impressions

The brief

A STEM and robotics summer camp, sold to parents at a premium fee. Because ran lead generation across a broad national layer and four city-specific ad sets covering Mumbai, Ahmedabad and Surat.

What we did

01Built the audience on an intersection, not a list. Parents in the right age bands with genuine subject interest — robotics, AI, 3D modelling, creative tech — who also showed affluence signals: high-value goods, frequent international travel.
02Why the intersection matters. Interest alone finds parents who will not pay the fee. Affluence alone finds people who do not care about robotics. Requiring both reached families for whom the camp was desirable and affordable.
03Split broad and local into separate layers. A national layer carried volume while city-specific sets, including one narrowed to Mumbai Kandivali, ran for the enrolment window.