Parsh Kothari

Here are 5 hacks on Meta Roas (favorite keyword for every D2C founder ) we learned at meta workshop. Thanks Merin Mandanna Prashant Sharma Meghna Apparao Devesh Nichani for organising this . 1. Video and reels domination - 35% Lower cac , 60% audience reach 2. Creator partnership ads - reduce cac by 19% . Authentic creators who have audience love better consideration 3. Advantage shopping campaigns to handle 20% of account spend 4. Catalog ads share of overall budget should be atleast 20% 5. Brand : Perf spends to move towards 40:60 over course of brand - brand here means non conversion ad spend

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We’ve seen brands burn lakhs on Zepto in days. Not on ads, but from ignoring dashboard. You launch campaigns. Week 1: Numbers look fine. By week 3: Performance drops. CPC creeping up. ROAS sliding down. TACoS quietly increasing. Most brands would switch off zones, tweak budgets, And shift bids without understanding why the drop is happening. The bigger problem is: You aren’t even seeing the full picture. You don’t know live inventory city-wise or at dark stores Wrong SKUs are being pushed in the wrong zones Ads run on products that are out of stock locally AI bidding plateaus cos the input feeding it is broken Even worse, you keep a note of Zepto’s ROAS dashboard. But Zepto reports ROAS on MRP not on selling price. That’s gross ROAS. The real profitability depends on 👇 Net ROAS after discounts. If you’re not looking at the gap between MRP and Your actual selling price, you’re optimizing on incomplete data. Here’s how we approach Zepto reporting & analytics: ✅ Inventory health at city-level & dark-store level ✅ SKU-level sales data tied directly to ad spend ✅ Which zones are driving or draining revenue? ✅ AI signal tracking: are your signals improving? ✅ Price band analytics tied to conversion rates ✅ Gross vs. Net ROAS visibility (MRP vs. revenue) ✅ Identifying winning SKU + zone combinations Then we simplify this into actionable reporting. No scattered reports. Not broken approach. This is just a simple glimpse of how we approach Zepto reporting. If you want to see the full reporting structure, the analytics we track, and the exact sample report we use for brands, Drop a comment with 𝗭𝗘𝗣𝗧𝗢 and I’ll send it over. #zepto #brand #reporting #ads #analytics #roas

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2025 Prediction: Brand-led podcasts will be dead. Reality TV IPs are the future. Brand-led podcasts? Lame. Always have been. The next big thing is real content - reality shows with real people, real stakes, and brands baked in. Think Shark Tank, India’s Got Talent clones, or even Mr. Beast-style creations. In the next 18 months, every corner will be flooded with ‘me-toos’ trying to cash in on this trend. And trust me, the cringiest ones will be those overly branded, “authentic” disasters. But here’s the opportunity: Agency owners, don’t just sell sponsorship slots - craft and co-create these IPs with brands. Build content that genuinely entertains, not just plugs and sells. So, in 2025, will you seize this opportunity to redefine content for your brand, or let it slip through your fingers?

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Idea for Indian D2C brands: Start doing "Founder WhatsApp Broadcasts. Build a broadcast list of 5,000 customers Send 1 personal voice note per week from the founder Share behind-the-scenes, new products, why you built this People buy from people, not from brands. But most D2C marketing feels soulless. Create a direct to founder channel communication. Very low effort experiment.

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This social media company was bought for ₹100 crore. Now they’re selling it for just ₹20 crore. 😳 Wubba Lubba Dub Dub Pvt Ltd (WLDD) just acquired ScoopWhoop from The Good Glamm Group, and it’s more than just a business deal, it’s a sign of where the industry is headed. For context, Good Glamm Group bought ScoopWhoop for ₹100 crore in 2021... and now they’re selling it for a loss at only 20 crores. Tough time? let's break it down in a separate post. But here’s why this move by WLDD is genius: 📉 You can’t rent attention forever – Brands are spending more than ever on ads, but customer acquisition costs keep rising. Owning a content platform like ScoopWhoop gives WLDD a direct line to a highly engaged audience, without relying on paid media. 📱 Algorithms change, but communities don’t – Social media reach is unpredictable, but a loyal audience is an asset that keeps paying off. ScoopWhoop has built a strong digital-first community, and that’s priceless. (Yes, way more than ₹20 crore in the long run.) 🛍 Content + Commerce = The future of marketing – People don’t just buy products anymore, they buy into stories, experiences, and memes. With this move, WLDD isn’t just selling products, they’re selling culture. Smart, right? This is a power move, and it raises a big question: will more brands start investing in content ecosystems instead of just burning cash on ads? What do you think? Let's discuss in the comments below! #thegoodglammgroup #goodglammgroup #scoopwhoop #wldd #mediatakeover #businessmoves #brandacquisition #businessnews

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