📊 Report
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India
Free
Intermediate
A named, credible Indian D2C brand and its actual targeting choice, a useful real-world data point on when a narrower, context-based signal can still beat pure broad delivery.
Clear Skies Ahead: Mamaearth's 102% ROAS Through Weather-Targeted Marketing
From DeltaX
- Mamaearth built city-level, weather-triggered targeting (humidity, AQI, rainfall) across seven Indian cities rather than relying only on broad delivery.
- The campaign is reported to have hit 102% of its targeted ROAS, with a 4.4-point uplift in ad recall.
- A reminder that 'broad wins by default' is a starting point, not a rule: category-specific signals can still beat generic broad delivery when the product logic supports it.
