Your product fits the market.
Your message doesn't.
We find out who actually buys, why they almost didn't, and rebuild what you say to them — the positioning, the ads, the page, the packaging. The whole funnel, not just the top of it.
You'll recognise
at least three.
SYMPTOM SCAN · 06 FLAGS
None of that is a media buying problem.
It's a message problem.
One brand.
Four different promises.
Four surfaces, four claims, one confused buyer. Across the industry, 98% of paid ads make a different promise to the page they send traffic to — and you pay to deliver people to every break.
Three things happened
at once.
Targeting went away
The algorithm picks your audience now. Your creative is the only instruction it takes.
Production got free
AI made competent video cheap. When everyone's ads look fine, what they say is all that's left.
Media got expensive
Indian CPMs rose 40–70% in three years. No more buying your way past a weak message.
Find the message. Prove it.
Put it everywhere.
Excavate
Your reviews, your support tickets, two years of your ad account read at the claim level, and real conversations with people who bought. We come back with who your buyers actually are — usually three to five distinct people, not one.
Reposition
A positioning statement with the trade-off stated out loud, and a message system built on top of it. Then copy for every surface a buyer touches.
Prove
Into market, every asset checked against its brief. Each week: what won, what lost, why — tied back to the cohort it was written for.
You're not selling
to one person.
Most brands write for an average of four or five real buyers blended into one — and an average feels like nothing to everybody. We separate them, then write to each one properly. Every cohort comes with the trigger that starts them looking, the anxiety that nearly stops them, the proof that moves them, and the words they use themselves.
You don't leave with a deck.
You leave with a system.
Two people.
That's deliberate.
Nikita Lall
Positioning · Go-to-market · Retention
Thirteen years, fifty-plus brands — early-stage D2C through legacy players. Positioning first, execution second. Built Mirchi Market's community from nothing, which is what led to its acquisition by WEEE!.
Aneesha Kapila
Brand · Research · Messaging
Ten-plus years across F&B, CPG, personal care and not-for-profit. Works with brands stuck in crowded categories, decoding what actually drives choice — what people pick, ignore, and come back to.
Most consultancies solve this by adding people. The work is judgment, and judgment doesn't scale by headcount. So it's the two of us, three brands at a time.
We'd rather tell you now.
If you're in the right-hand column, say so on the call and we'll tell you straight. We take three brands at a time — we'd rather turn down the fourth than do four badly.
Six weeks buys clarity.
Ninety days buys proof.
The Diagnostic
Who buys, and what to say to them.
- ▸Cohort map and repositioning
- ▸Message system and creative briefs
- ▸Copy for your highest-leverage surfaces
- ▸A structured test plan
- ▸One fix shipped and measured inside the first fortnight
The Full Sprint
Everything above, plus proof it works.
- ▸We run the test plan with you
- ▸Every asset checked before it goes live
- ▸New audience segments validated in market
- ▸Journey leaks fixed — returns, prepaid, post-purchase
- ▸Your team trained to keep going without us
Both are scoped — how many SKUs, how many markets, how much of the funnel we're rebuilding. You'll get a number on the first call and it won't move afterwards. No form to fill in to find out.
Want it run,
not just written?
Most brands already have someone buying media, and we'll work alongside them. We make their work land harder.
We have a performance group in house: paid architecture across Meta, Google and marketplaces, creative production, search and AI visibility, tracking and reporting.
One number. One point of contact.
No handoff between the people who wrote the message and the people spending against it.
Tell us what's
not working.
Thirty minutes. We'll bring a teardown of your live advertising — your ads, your reviews, and where your own channels contradict each other.