Enterprise performance marketing for large D2C brands in India

Who this is for

Somewhere past ₹20 lakh a month in media spend, the job changes. Creative burns faster than a normal pipeline can replace it. Platform ROAS drifts away from business truth just as the sums get large enough for the drift to matter. Quick commerce and marketplaces start carrying real revenue that no dashboard connects to the ads that caused it. And the account generates more decisions per week than the structure that built it was designed to make. We wrote the diagnosis up in what breaks past ₹50 lakh a month; this engagement is the treatment.

It is built for consumer brands — FMCG, F&B, nutrition, consumer goods — spending ₹20 lakh a month or more in India, or committing to reach that level within two quarters. It is deliberately not for everyone: below that band, our standard performance marketing service and the free Growth Audit are the right doors, and we will say so on the first call.

A dedicated pod, not a shared queue

Enterprise accounts at The Shizz run on a four-function pod — the same separation we tell every scaled brand to build, applied to ourselves: a senior media lead who owns trading and answers for MER; a creative strategist who owns what gets made and tested next; an in-house production line carrying a contracted monthly quota of genuinely distinct concepts; and a measurement analyst who owns the sheets and the experiment calendar — deliberately not the person spending the budget. The roster is capped at 32 active brands agency-wide precisely so this staffing is real: the people in your weekly are the people in your account every day.

Incrementality over ROAS theatre

At this spend level, attribution faith is the most expensive habit in the account. Every enterprise engagement carries a standing incrementality calendar — branded-search and retargeting holdouts first because they are nearly free and usually liberate budget, matched-city geo tests for upper funnel and the marketplace halo — each test with its budget decision pre-committed in writing before the data arrives. Between experiments, channel credit runs on MMM-lite discipline: dashboard claims discounted by your own holdout results, curves read for diminishing returns, and a decision log that makes every reallocation auditable. Platform ROAS keeps its honest job — comparing creatives and campaigns inside a channel — and loses the budget-setting job to MER and contribution.

Creative volume as a system

Scaled media is a creative-consumption machine, and the arithmetic is unforgiving: winners absorb spend faster at ₹40 lakh a month than at ₹8 lakh, so the pipeline must ship multiples of what the account needs as winners, every month, indefinitely. We size the quota from your account's own fatigue history using the testing framework, contract it like a supply agreement, and produce it in-house — statics, video, UGC — through the same creative studio that sits beside our media desks. Every tested concept gets a one-line autopsy in a learning log, so the account accumulates creative knowledge instead of re-testing last year's failures in new fonts.

Quick commerce and marketplace orchestration

Large consumer brands do not sell in one place, and an enterprise media plan that optimises the D2C site while Blinkit, Zepto, Instamart and Amazon fend for themselves is optimising a fraction of the business. We run the channels as one system: on-platform retail media where velocity justifies it, off-platform demand creation measured against dark-store sell-through through geo tests, and a per-SKU, per-city quick-commerce P&L so growth is judged on contribution after the platform deduction stack, not on the platform's own growth deck. The published proof that the mechanism works at scale: Lal Sweets, where Meta-to-Blinkit collab ads reached a ₹19 cost per purchase with ROAS touching 10×.

Finance-grade weekly reporting

Enterprise reporting at The Shizz is built to survive a CFO, not to decorate a QBR. The weekly pack closes on delivered-order revenue, not platform claims: MER and contribution after ad spend as the headline numbers, spend versus plan by channel, creative pipeline shipped versus quota with fatigue flags, experiment readouts with the actions they trigger, and the decision log. One page, same format every week, owned by the measurement seat. Where your finance team wants the workings, they get the sheets themselves — our position is that the brand owns measurement truth, whoever runs the media.

Founder access, structurally

Both co-founders — Subham on performance and measurement, Antara on brand and creative — sit in the weekly cadence of every enterprise account. That is not a pitch-deck promise; it is what a 32-brand roster cap is for. Escalation is a message, not a ticket, and the people who set the strategy are in the room when the account argues with it.

Proof at the scale you are buying for

The aggregate claim first, because it is the one that matters: The Shizz currently manages individual brand budgets between ₹25 lakh and ₹60 lakh a month. Two scale engagements are published in full: 1970 Shop — a standing start to ₹70 lakhs a month in eight months, the full funnel built ground-up — and My Pahadi Dukaan — ₹12 lakhs to ₹1.2 crores a month, with ROAS held as spend scaled. Current accounts at the top of the band — among them a heritage ayurveda personal-care house and a South Indian F&B group — are not published and will not be named here — client spend is client-confidential, which is also the answer to what we would share about yours. The wider record — all 21 case studies — carries the category depth: ghee, honey, snacks, sweets, supplements, staples.

How the scale review works

The door for this engagement is a scale review, not the audit form. Write to us via the contact page with your category and rough monthly spend band. What happens next: a 45-minute working call with a co-founder — your numbers, your structure, no deck; then a written read of the account across the four failure points of scale — incrementality posture, creative burn versus supply, MER truth, team structure — benchmarked against our published Spend Index; then a scope conversation only if the read says we would move the number. You keep the written read either way. If the review says you are better served by your current setup, or by a network agency, it will say so in writing — the enterprise shortlist we publish names the alternatives for exactly that reason.