Adyogi vs ET Medialabs vs The Shizz: an honest comparison (2026)

Read this before you trust any of the three of us

This guide is published by The Shizz, and The Shizz is one of the three names in the title. That is not a footnote, it is the first fact you should weigh. Nobody paid to be here, there are no affiliate links, and everything said about Adyogi and ET Medialabs below comes from their own public positioning — their websites, their founders’ interviews and press coverage as of August 2026 — which is to say, from claims we have not independently audited and that can change without notice.

What we can promise instead of neutrality is a standard you can apply to all three of us equally: what each firm says it is, who it is genuinely built for, what to watch, and the questions that expose a bad fit before a contract does. If you end up choosing Adyogi or ET Medialabs after reading this, the guide worked. The fuller selection process — references, scope, exit terms — lives in how to choose a D2C marketing agency in India.

Three different species, not three flavours of the same agency

The most common mistake founders make with this shortlist is treating it as three interchangeable vendors for the same job. It is not. These are three different answers to the question “why do growth engines stall?”

• Adyogi’s answer is execution scale. It positions itself as an ecommerce ad automation platform with a performance-service layer on top — software that runs catalogue ads across Meta, Google and marketplaces faster and wider than human hands can.
• ET Medialabs’ answer is measurement. It built its reputation as an analytics-first performance agency — attribution, experimentation and marketing business intelligence — and in 2025 that DNA was acquired by McKinsey.
• The Shizz’s answer is creative and the funnel. We run media, ad creative and conversion as one in-house system for consumer brands, on the argument that in 2026 the ad account is mostly a creative-testing machine.

So the real question is not “which agency is best?” but “which bottleneck is mine?” A 600-SKU fashion catalogue, a unicorn with a measurement crisis and a ₹5 lakh-a-month ghee brand should each pick a different name from this page.

You are not choosing between three agencies. You are choosing between three theories of growth: automate the media, measure the media, or make the creative that feeds the media.

Adyogi: automation-led performance at catalogue scale

Adyogi describes itself as an ecommerce digital-ads automation platform with performance services layered on top — founded in 2014, based in Delhi NCR, working across India, the US and the UAE. Per its website, it runs catalogue-linked ads across Facebook, Instagram, Google, YouTube, Amazon, Flipkart and Myntra, and its public material extends that automation to quick commerce. Its blog highlights Meta Business Partner and Google Premier Partner status, and the platform’s signature claims are mechanical in the best sense: catalogue sync that pushes inventory updates to the ad platforms hourly, and ads that pause automatically when a product or key size runs low.

On commercials, founder interviews describe a commission model priced as a percentage of ad spend, split into enterprise and startup plans, with the startup plan carrying no minimum spend — and a client base its founders have put at 350+ ecommerce brands globally. There is no public rate card, so treat all of that as directional and get a written quote.

Who Adyogi fits best: SKU-heavy brands — fashion, footwear, jewellery, electronics — where the daily work is hundreds of products moving in and out of stock across marketplaces, and the win comes from machine-speed campaign hygiene. If that is you, Adyogi may genuinely be the better pick than us, and you should shortlist it. What to watch: automation standardises whatever it scales. Ask what a human strategist adds on top of the machine, who makes the creative that feeds the catalogue templates, and whether your brand’s look survives templating at volume.

ET Medialabs: analytics-first performance, now inside McKinsey

ET Medialabs — ETML — was founded in 2013 in Delhi NCR and built its name as the analytics-heavy performance agency for Indian scale-ups. Per its own material, its services span performance marketing, brand advertising, CRO and experiments, marketing business intelligence, performance ad creatives, and GA4, first-party data and attribution modelling. Its stated edge is proprietary tooling — it claims a stack drawing on 100+ analytics frameworks and machine-learning models built over a decade of ad experiments, and a diagnostic approach it says cuts ad-spend optimisation time by roughly two-thirds. It describes its clients as scale-ups, unicorns and multinationals.

The fact that changes the buying decision: in March 2025, McKinsey announced it had acquired ET Medialabs, with around sixty ETML analytics and marketing professionals joining McKinsey’s digital marketing operations and technology arm after a partnership that piloted with 15+ clients across India, Thailand, Indonesia and Japan — all per press coverage of the deal. A boutique agency becoming part of the world’s most famous consultancy is a compliment to its craft, and also a repositioning.

Who ETML fits best: funded scale-ups and enterprises whose board is asking incrementality and attribution questions the dashboards cannot answer, and who want consulting-grade measurement discipline wrapped around media. If that is your situation, this analytics DNA is exactly the right hire and we are not the substitute for it. What to watch: if you are a smaller D2C brand, ask directly what an engagement looks like post-acquisition — minimum engagement size, who staffs the account day to day, and whether the boutique service model you read about in old reviews still exists inside the new structure.

The Shizz: creative-led full-stack for consumer brands

Ours is the claim we can actually substantiate, so here it is in checkable form: The Shizz is a creative-led, full-stack D2C growth studio running out of Bengaluru and Kolkata, six years in. The numbers behind the model — 160+ brands worked with, ₹150 Cr+ in managed ad spend, ₹450 Cr+ in attributed revenue, a 3.8× average ROAS across the portfolio — sit on our case studies page where you can interrogate them brand by brand. The model itself: paid media on Meta, Google, Amazon and quick commerce, the ad creative that feeds those channels, and the conversion path they land on, all run by one in-house team — the argument is spelled out in our performance marketing service.

On commercials, we publish our bands rather than quoting into the dark: typical Indian retainers run ₹50,000 to ₹5,00,000 a month depending on scope, and percentage-of-spend models sit at 8–15% of media budget.

Who The Shizz fits best: consumer brands in FMCG, food and beverage, nutrition and consumer goods spending ₹3 lakh or more a month on ads, where growth is gated by creative quality and funnel conversion rather than by catalogue logistics or enterprise measurement. What to watch with us: we are deliberately category-specific. A 600-SKU fashion catalogue is better served by Adyogi’s automation; a unicorn buying measurement rigour is better served by ETML’s stack. We would rather tell you that here than in month three of a retainer.

Side by side: the honest comparison table

Competitor cells below are each firm’s own public positioning, compressed — not our audit of it. A dash means the information is not public, which is itself useful signal when you compare it against a partner who publishes the number.

How to choose, by spend band and bottleneck

Spend band settles most of this decision before positioning does, so start there:

• Below ₹3 lakh a month on ads: do not hire any of the three of us on a full retainer — the fee eats the budget that should be buying learning. Adyogi’s interviews describe a startup plan with no minimum spend, which is aimed at exactly this stage; otherwise run it yourself or with a freelancer using the maths in agency vs freelancer vs in-house for Meta ads, and take the free playbooks on this site — that is genuinely the better deal at this size.
• ₹3–10 lakh a month, consumer brand in FMCG, F&B, nutrition or consumer goods: this is The Shizz’s published fit, and the band where creative volume and funnel work move the numbers fastest. If your catalogue is enormous and marketplace-led instead, put Adyogi on the same shortlist and make both of us defend the fee against the in-house alternative.
• ₹10 lakh+ a month, or post-Series-B with a measurement problem: shortlist ETML’s McKinsey-backed analytics practice for the measurement layer — that is its stated home turf — and decide separately who runs creative and media, because those are different muscles.

Then ask all three of us the same five questions, in writing: Who runs my account day to day, by name? Do ad accounts and pixels stay in my name, always? Which of your current clients is closest to my category and spend, and what happened to their numbers in six months? What is not in scope? What does month one cost, all in? The answers matter less than how plainly they arrive — evasion on any of these is your real comparison table.