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.

New 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?

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The challenge

Demand is compounding. Delivery is capped & delayed.

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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.

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The reality at the client end: Multiple marketing leads each with their priority – this will not

change.

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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.

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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 new features, nudges at critical triggers

- Product Launches: High-visibility,high-stakes narratives

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Channels

- PNs (Push Notifications)

- In app banners

- Email

- SMS/RCS

- WA

- Acquisition creatives (rich media, google pay, cred etc.)

- Meta / Paid creatives

- Product videos

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Desired Agency Partner

The ideal partner should demonstrate:

• Ability to operate at scale
• Strong 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.