THE PROOF
We didn't pitch this model.
We built it.
Every campaign below is a complete Interactive Campaign — concept to minisite. No live media spend. No inflated metrics. No decks asking you to imagine how it might work.
Walk through them yourself. Then decide.
POC 01
Woh 2 Seconds
Brand: Bombay Shaving Company
THE PROBLEM
Most grooming brands compete on product specs — blades, closeness, skin sensitivity. The result: every brand sounds identical, every ad looks interchangeable, and every purchase decision comes down to price or influencer endorsement.
The real opportunity wasn't in the product.
It was in the ritual.
Shaving is one of the few daily habits where a man is genuinely alone with himself — no notifications, no audience, no performance. That moment has emotional weight. Nobody was using it.
The specific business problem: Grooming brands were acquiring customers transactionally and losing them to whoever discounted first. No brand had built a mechanism to understand how their customer actually shaves — and therefore no brand could recommend products that genuinely fit their behavior. Every CTA was a guess.
THE HYPOTHESIS
If a man participates in a shaving ritual instead of watching a shaving ad, he will voluntarily reveal his shaving behavior.
That behavior — speed, accuracy, precision — is zero-party psychographic data. It tells a grooming brand not what demographic their customer belongs to, but what kind of man he actually is when nobody's watching.
A man who shaves fast and imprecisely has fundamentally different grooming needs than a man who shaves slowly and with care. Same razor. Completely different product recommendation. Completely different bundle. Completely different AOV.
The testable claim: behavioral segmentation through voluntary interaction produces more accurate product-fit data than any demographic targeting model — and converts at higher rates because the recommendation feels earned, not guessed.
THE CAMPAIGN
THE FILM — Arrest
A man stands in front of a bathroom mirror, ready to shave.
External noise builds — a friend knocking, a voice calling, the chaos of a morning slipping away from him. Each interruption is louder than the last. At the final knock, he looks at the door.
Film stops.
'Most people rush. Do you?'
No logo. No CTA. No product shot. Just a question — and an open door.
THE INTERACTIVE LAYER — Reveal
The user enters the same bathroom.
A shaving simulator appears — a BSC razor on screen, a face to shave. The user shaves the screen. We track two signals simultaneously:
No form. No quiz. No self-reporting.
The behavior reveals itself.
THE RECOMMENDATION — Convert
Based on their shaving behavior, the user receives a personalized product recommendation — not a generic bestseller, but a bundle built specifically for how they actually shave.
A rusher gets products designed for speed without sacrifice.
A ritualist gets products designed to elevate the ceremony.
Same brand. Same product range. Completely different conversation.
This is the actual campaign — not a prototype, not a mockup.
WHAT THE BRAND WALKS AWAY WITH
Zero-party psychographic data — collected through behavior, not declared through a form.
After a live test, a brand receives:
- →Behavioral segment distribution — what % of their audience are rushers vs. ritualists. R&D intelligence, not just marketing data.
- →Bundle performance by segment — which personalized recommendation converted at the highest rate, and for which behavioral profile.
- →Completion rate of the interactive experience — the single most honest measure of genuine engagement vs. passive exposure.
- →iOS 14.5-proof attribution — this data was volunteered through interaction, not inferred through pixel tracking. No device fingerprinting. No cross-app data. Apple cannot block someone shaving a screen.
The AOV case: a grooming brand running one generic product CTA gets one conversion opportunity per visitor. A grooming brand running a behaviorally segmented bundle recommendation gets a personalized multi-product recommendation in front of every single visitor — at the exact moment of maximum engagement.
POC 02
Tune Suna Nahi
Brand: Mamaearth
THE PROBLEM
Skincare brands market skin problems.
Consumers live with habit problems.
The average urban Indian woman in her mid-20s isn't dealing with 'dull skin' as an isolated condition. She's dealing with late nights, a phone she can't put down, three coffees to function, and a body that's quietly keeping score of all of it.
Most skincare brands enter the conversation at the symptom.
Nobody was entering at the cause.
The specific business problem: Mamaearth was competing in a category where every brand speaks to the same surface-level concerns — brightness, hydration, anti-aging. The positioning gap wasn't in the product range. It was in the conversation. A brand that understands a consumer's habits before recommending a product occupies a completely different category than one that just sells her what her skin looks like today.
THE HYPOTHESIS
If a consumer reflects on her actual daily habits through an interactive conversation — rather than answering a skin-type quiz — she will voluntarily reveal the behavioral patterns driving her skin concerns.
That data allows a brand to recommend products based on root cause, not symptom. The recommendation feels like advice from someone who actually listened — not an algorithm that matched her to a bestseller.
The positioning shift: from 'skincare brand that treats your skin' to 'habit partner that understands your life.' That's not a tagline change. It's a category change. And category changes are the only positioning moves that are genuinely difficult to copy.
The testable claim: consumers who receive a product recommendation based on their behavioral habits — rather than their stated skin concern — will show higher bundle conversion and higher repurchase intent, because the product fits their life, not just their skin.
THE CAMPAIGN
THE FILM — Arrest
A 25-year-old urban woman moves through her day on autopilot.
Late-night screen time. Doomscrolling at lunch. A third coffee at 4pm to stay functional. She looks fine. She is not fine.
Her skin starts talking to her.
She ignores it — once, twice, through the whole film. At the final moment, her skin asks:
'Tu thak gayi hai ya sirf pretend karne ki aadat ho gayi hai?'
No product. No before-and-after. No dermatologist endorsement. Just a question she's been avoiding.
THE INTERACTIVE LAYER — Reveal
A WhatsApp-style chat opens with the same question.
The user selects from three responses — not skin types, not concerns, but honest answers about how she actually feels. The conversation continues for 3-4 exchanges, each one going deeper into the habit loop driving her skin's behavior.
The conversation doesn't feel like a quiz.
It feels like the first time a brand actually asked.
THE RECOMMENDATION — Convert
Based on the conversation, the user receives a personalized product recommendation mapped to her specific habit pattern — not her skin type.
A user whose primary loop is sleep deprivation gets a different recommendation than one whose primary loop is screen exposure, even if their visible skin concern looks identical.
Same brand. Same product range. Completely different insight driving the recommendation.
This is the actual campaign — not a prototype, not a mockup.
WHAT THE BRAND WALKS AWAY WITH
Zero-party behavioral data — collected through conversation, not declared through a skin-type selector.
After a live test, a brand receives:
- →Habit loop distribution — which behavioral patterns are most prevalent in their customer base. Positioning intelligence that tells a brand which habit narrative to lead with in future campaigns.
- →Conversation path performance — which habit loop produced the highest bundle conversion rate. Direct signal for the product team on which consumer segment is most ready to invest in a solution.
- →Brand positioning data — whether consumers are experiencing Mamaearth as a habit partner or a skincare brand. Measurable shift, not assumed.
- →iOS 14.5-proof attribution — conversation-based data collection is zero-party by definition. The user chose every response. No pixel. No inference. Apple cannot block a conversation.
The retention case: a brand that understands why a customer's skin concern exists can recommend the right product the first time. A brand that doesn't will keep acquiring the same customer — at full CAC — every time she churns and returns.
Both campaigns above are built. Not pitched. Not wireframed.
Walk through them right now — the same way your audience would.
We respond within 24 hours. If it's not the right fit for your brand right now, we'll tell you that too.