a b2b agri-drone brand, zero digital presence, 13 states and a product farmers had never bought online. here is the machine we built, piece by piece.
most agency case studies start with the result. this one has to start with the problem, because the problem is why the result happened at all. marut drones sells agricultural spraying drones. the buyer is a farmer, or a cooperative, or an entrepreneur who wants to run a spraying service. none of them had bought a drone online before. most had never filled a lead form for anything.
and the market was not one market. it was 13 states, each with its own language, its own crops, its own buying season and its own idea of who you trust.
the trap most brands fall into
the default playbook is one national campaign, one set of creatives translated into a few languages, and a lead form that dumps into a spreadsheet nobody opens until monday. for a high-ticket b2b product with a long consideration cycle, that playbook does not just underperform. it burns trust, because the lead who raised a hand on friday hears nothing until the moment has passed.
“the campaign is not the product. the system around the campaign is the product.”
what we actually built
we did not build a campaign. we built one connected machine, and every part of it existed to shorten the distance between a farmer's first tap and a real conversation.
- full campaign architecture across meta and google, structured so each state could be read, budgeted and scaled on its own numbers
- state-specific creative and instant forms, in the language and the context of the farmer reading them, not a translation of a head-office ad
- ai voice-call follow-up, so a lead heard from the brand within minutes instead of days
- whatsapp automation for the conversations that came after, because that is where rural india actually replies
- crm sync into leadsquared, so sales saw every lead, its source and its history in one place
why state-specific creative mattered more than budget
a farmer in one state does not respond to the same picture, crop, price framing or proof as a farmer three states away. once each state had its own creative and its own form, the ad platforms stopped averaging very different audiences into one mediocre result, and the winners became obvious. that is what let the budget move to where it was earning instead of being spread evenly.
the speed-to-lead problem
high-intent leads go cold fast. the voice agent and the whatsapp flows meant that the first touch happened while the farmer was still thinking about drones. by the time a human salesperson picked up the lead, it had already been greeted, qualified and given the basics. sales spent their time on the people who were ready.
what happened
over ten months, ₹25 lakhs of ad spend generated ₹8.7 crores in revenue and 23,420 leads, peaking at 36x return on ad spend. the client's only marketing channel became their biggest revenue channel.
what you can take from this
- split your account by the way your buyers actually differ, not by the way your org chart is drawn
- write creative for the reader in front of you, in their language and their context
- treat the first five minutes after a lead form as part of the ad, because it is
- connect the ads, the follow-up and the crm, so every rupee can be traced to a conversation
founder of rapchik media. 8+ years scaling 30+ brands across india and the us, from agri-drones to a us job portal. strategy and execution, same brain.
