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The context
The brand is scaling up its product portfolio and its marketing team scaling from the current
three to five working with the product/business teams.
Current ways of working are emerging eg. Aggressive experimentation segments, offers etc.
Business teams expect faster turnaround from marketing with sharper messaging, and
measurable outcomes. For example, what s the best way to communicate an 8% interest
rate or a cashback of Rs 6000
The challenge
Demand is compounding. Delivery is capped delayed.
Speed is breaking. Consistency is slipping into generic space. Less motivated teams.
The current agency is unable to deliver with speed and quality leading to suboptimal work
and missed deadlines.
The reality at the client end: Multiple marketing leads each with their priority this will not
change.
What the brand is looking for
Build or work a content engine that scales without chaos. One that delivers speed without
compromising quality. Consistency across 15+ products, predictable turnaround times the
ability to support both always-on marketing and high-intent launches.
All communication will fall into five high-impact streams:
BAU (Always-On Marketing):
Daily engagement, offers, hygiene communication
Acquisition Campaigns: Funnel-driven performance marketing
CLCM (Lifecycle Marketing): Behaviour-led engagement journeys
In-App Features GTMs: Adoption of current features, nudges at critical triggers
Product Launches: High-visibility,high-stakes narratives
Channels
PNs (Push Notifications)
In app banners
Email
SMS/RCS
WA
Acquisition creatives (rich media, google pay, cred etc.)
Meta / Paid creatives
Product videos
Desired Agency Partner
The ideal partner should demonstrate:
Ability to operate at scale
Solid content operations capabilities
Strategic planning expertise
Fast turnaround without quality compromise
Cross-channel creative excellence
Strong stakeholder management
Modular content thinking
Performance marketing understanding
Launch and GTM experience
Process-oriented execution
Scope of Work
Detailed scope of work will be shared separately with shortlisted agencies.
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