From zero sales to a surge in brand visibility and conversions.

About Parasbaagh

Parasbaagh makes premium, hand-plucked functional teas rooted in Ayurveda, and almost nobody knew it existed. There was no meaningful visibility, conversions were weak, and brand recall was effectively nil. The Shizz was brought in to build the brand and the demand at the same time, which is a different job from optimising an account that already has traffic: a story has to exist before there is anything to advertise.

The engagement covered identity, content, paid media and the path from ad to checkout. Sales grew 300%, Meta ROAS reached 3x at daily spends the brand could sustain, and the creative library behind it now holds five-plus proven performers running above 3.5% click-through.

The challenge

Zero sales. No positioning, no story, no paid strategy, and barely a pulse on social. The product content looked like it came from five different brands, which is the most common failure in early D2C and one of the most expensive, because every impression restarts the recall clock instead of adding to it. Nobody had mapped how a stranger actually becomes a customer of a premium tea, and that path is longer than it looks.

Tea is a considered purchase at a premium price with a strong incumbent habit attached. Most buyers already drink something, so the ad has to displace a routine rather than fill a gap. Beautiful tea, invisible brand, and no mechanism connecting the two.

What we corrected

One cohesive identity was built across Instagram, the website and the ads, so a shopper meeting Parasbaagh in any of those places met the same brand. The voice was rooted in Ayurvedic ritual and culture rather than generic wellness language, which is the crowded end of the category and the hardest place to be remembered. Clean, editorial photoshoots with natural palettes gave the product a premium look in the feed, where price is judged before it is read.

Product-focused funnel testing on Meta then found the bestsellers worth scaling, so budget followed evidence rather than instinct. New launches were planned in step with the long-term vision instead of being bolted on, so each one added to the story already being told.

Our approach

Parasbaagh got a distinct Instagram identity built on cultural ritual and wellness, and everything after that was tested: creative, products, messaging, until the winners were unambiguous. Testing products rather than only ads is the part most brands skip. A catalogue rarely converts evenly, and the SKU that sells best on a shelf is often not the one that sells best cold to a stranger.

The high-performing SKUs then anchored profitable ad sets, giving the account a stable base to scale from instead of a rotating cast of hopefuls. The launch calendar moved with the seasons, giving the brand a reason to appear in the feed that was not another product photograph. Retention and CRO work ran alongside.

The results

Sales rose 300%, with a 3x ROAS on Meta at daily spends that stayed sustainable. Five-plus winning creatives held click-through above 3.5%, and that library is the asset that matters most over time: a set of proven hooks is what allows spend to increase without cost per result climbing with it. Two clear hero products emerged from the testing, and three more are lined up for D2C testing, so the next phase already has candidates rather than guesses.

A brand that started at zero now has visibility, momentum and a pipeline. Parasbaagh stopped depending on one ad working and started depending on a system that keeps producing them.

Selling into a habit the customer already satisfies elsewhere

A brand starting from nothing has two problems at once, and treating them as one is why early paid media disappoints. The first is that nobody knows the brand. The second is that the customer already meets the need, usually with something cheaper that is already in the kitchen. Advertising solves the first quickly. The second needs a reason to switch, and that reason has to be specific: a ritual, an ingredient, an occasion, a function the incumbent does not serve.

Creative testing is how a brand finds which of those reasons the market accepts, and the output is not one winning ad but a set of hooks that keep working as spend rises.

What we ran

On Parasbaagh, The Shizz ran Meta Ads, Google Ads, Social Media Marketing, Content Creation, Retention Marketing Consultation and CRO Consultation.