Ad agencies
Trailytics supercharges FMCG brand’s Blinkit sales with Ad-Auto Tool
MUMBAI: In the breakneck world of Q-commerce, where every click counts, one leading FMCG brand in India found itself on the fast track to success with Blinkit—thanks to Trailytics’ Ad-Auto Tool. Navigating a new advertising ecosystem can feel like steering a Formula 1 car through rush-hour traffic, but this case study proves that the right tech can put brands in the fast lane.
With Q-commerce still in its early days, brands faced an uphill battle. Limited historical data, rising competition, and skyrocketing CPMs meant that scaling paid sales while maintaining a strong ROI was no easy feat. The FMCG brand needed a strategy that could drive consistent growth, optimise ad spend, and increase its share of voice (SOV) without breaking the bank.
Trailytics’ Ad-Auto Tool brought much-needed automation and analytics to Blinkit’s evolving ad space. Designed for efficiency, this tool streamlined ad deployment, optimised bidding, and automated campaign management. Features like buybox automation, bulk actions, and keyword optimisation gave the brand a cutting-edge advantage.
Trailytics approached the challenge with a structured, data-first strategy:
. SKU & traffic experimentation: The team tested different SKUs, optimised bidding strategies, and analysed traffic patterns to identify the highest-performing products.
. Real-time campaign adjustments: Using automated insights, the brand dynamically adjusted its bidding and placement strategies to maximise visibility while maintaining cost efficiency.
. Balancing awareness & conversions: A blend of brand awareness campaigns and direct conversion ads ensured sustained long-term growth and immediate revenue impact.
Phased approach for maximum impact
1. Phase 1 – Testing & learning (First three quarters)
. Identified winning SKUs through experimentation.
. Evaluated ad placements and optimised CPM bids.
2. Phase 2 – Scaling up (December 2023 – January 2024)
. Increased ad spends on high-performing SKUs.
. Launched time-sensitive campaigns to capture peak shopping hours.
. Balanced cost efficiency with aggressive scaling.
The Results
. Consistent MoM sales growth: Sales surged steadily, peaking in December 2023 and January 2024.
. ROI optimisation: Despite rising CPMs, refined ad strategies boosted return on investment.
. Expanded brand visibility: Share of Voice on Blinkit saw a significant rise.
. Smart budget allocation: Data-backed decision-making ensured a balanced investment in awareness and conversion campaigns.
Building on this success, Trailytics aims to refine its AI-driven targeting, expand into other Q-commerce platforms, and introduce predictive analytics for smarter ad spend optimisation. Continuous monitoring and agile adaptation will remain key as digital commerce continues to evolve.
Through automation, data-driven decision-making, and strategic ad placement, Trailytics helped the FMCG brand crack the Blinkit code. In an industry where timing and targeting are everything, the ability to pivot, optimise, and scale is the secret sauce to sustained growth. And with AI-driven tools like Ad-Auto, brands are no longer just keeping up—they’re leading the charge.
MUMBAI: When your cakes are iconic, your rusks have cult status, and your croissants are quietly doing their flaky thing across Indian breakfast tables, you don’t just hire any agency. You bring in the big knives. Britannia Industries has just appointed Tilt Brand Solutions as its agency on record for its baked goodies – we’re talking Cakes, Rusk, Bread, and Croissant. And no, it’s not half-baked.
The Mumbai-based creative hotshop will now whip up the brand and communication strategy for Britannia’s adjacency portfolio. That means not just making ads, but kneading brand love into every bite. The agency has been handed the apron to serve up memorable campaigns, engaging content, and maybe a few eyebrow-raising moments on your feed.
“For Britannia’s adjacency portfolio, it was imperative that we got on board a partner who would be able to bring a perfect amalgamation of creative strength and business acumen to the table. The balanced approach of Tilt Brand Solutions and their category & consumer understanding delivered on the brief. We look forward to this partnership to create a significant impact for these businesses,” said Britannia marketing – general manager Shekhar Agarwal.
Tilt Brand Solutions, which has been flexing its creative muscles in the Indian adland, now gets to work its dough across formats, platforms and consumer cohorts. Expect punchy campaigns that turn bakery basics into branding blockbusters.
“We are thrilled to partner with Britannia on this exciting journey. With our shared commitment to innovation and creativity, we are confident of creating impactful and memorable work that resonates with audiences, while also driving growth and leadership in the category,” said Tilt Brand Solutions CBO Hari Krishnan.
