Marketing / 2026
Performance marketing for three D2C brands
Meta and Google ads for three Indian D2C brands, about ₹1.1 crore in all: CapShap at a 5.5–6× return on ad spend, Yosha at 2.5–3× and Hudhawk at 3–3.5×.
- Role
- Paid ads, ad creatives and the online stores
- When
- Dec 2024 – Aug 2026
- Tools
- Meta Ads, Google Ads, Adobe Photoshop, Adobe Illustrator, Adobe Premiere Pro
- ₹1.1 croreabout, in Meta and Google ad spend
- 4–4.5×blended return on ad spend
- 6×at best, on CapShap
01Brief
Three Indian online brands from one company: CapShap (premium streetwear caps, mostly ₹1,299 to ₹1,999), Yosha (women's ethnic wear such as kurtis, suit sets and sarees, from about ₹600 to about ₹6,000) and Hudhawk (caps from ₹999 to ₹1,199, with a Zodiac collection of embroidered caps). The goal for each: sell more on its own store, at a return that keeps the ads paying for themselves.
02Strategy and testing
From December 2024 to August 2026 I ran the brands' Meta and Google ads, and made the ads myself in Photoshop, Illustrator and Premiere Pro. CapShap and Yosha ran side by side for 13 months; Hudhawk followed from January to August 2026.
I tested one thing at a time:
- Audiences: new people against those who had already visited the site.
- Creatives: static images against short videos and Reels.
- Offers: for example, single caps against CapShap's 2 Caps Deal, and which offers and collections to lead with on Hudhawk.
- Budget and channels: moving money between Meta and Google toward whatever was selling.
One method, three audiences
The cap brands sell on trends, and Hudhawk competes in a crowded market where an ad has a second or two to stand out. Yosha's shoppers are women buying ethnic wear, so its ads leaned more on offers and combos.
03Website
Alongside the ads, I designed and managed the CapShap and Hudhawk stores, redesigned the whole Yosha store, built the landing pages the ads sent people to, and worked on the shopping flow to improve conversion. These screenshots are from the live sites in October 2026.
CapShap
capshap.com on desktop.
And on a phone.
Yosha
yosha.shop on desktop.
And on a phone.
Hudhawk
hudhawk.com on desktop.
And on a phone.
04Results
| Brand | Spend per month | Months | Total spend | Return on ad spend |
|---|---|---|---|---|
| CapShap | about ₹4 lakh | 13 (Dec 2024 – Dec 2025) | about ₹52 lakh | 5.5–6× |
| Yosha | about ₹3 lakh | 13 (Dec 2024 – Dec 2025) | about ₹39 lakh | 2.5–3× |
| Hudhawk | ₹2.5 lakh | 8 (Jan – Aug 2026) | ₹20 lakh | 3–3.5× |
| All three | about ₹1.1 crore | 4–4.5× blended |
The blended return weights each brand by its spend: about ₹443.5–499 lakh of sales on ₹111 lakh of ads. CapShap did best, at up to 6×.
- Video and Reels ads sold better than static images.
- CapShap's 2 Caps Deal brought in more orders than single-cap ads.
- Retargeting brought back people who had visited the site or added a product to their cart.
- Google Shopping and Performance Max reached people already searching for caps.
- For Yosha, offers and combos were what brought in the sales.
05Learnings
- Every ad has one job. A Reel gets someone to notice the brand, a reminder brings them back, and a search ad is there when they're ready to buy.
- A clear offer can do more than a prettier ad.
- In a crowded market, the first second of an ad matters most.
- Most people don't buy the first time they see a brand, so reminders matter.
- One way of testing worked for all three brands, but the approach had to change with the audience.
- Let the numbers decide: I moved the budget toward what sold, not toward what I liked best.