How are Indian D2C brands and startups using AI in performance marketing?

Zepto used Google's Veo to turn static product images into video ads and doubled app installs at 11 percent better efficiency, boAt rebuilt its Meta strategy around AI-assisted creative velocity to beat fatigue, and Meta's India ad revenue grew 29 percent in FY25 largely on AI campaign tools. The India-specific edge is language and cost: AI makes multi-language creative and ₹500-a-day testing budgets workable for the first time. The playbooks from boAt, Mamaearth, Sugar, and Lenskart are public and worth studying before you spend.

A quick orientation. The real value is below: resources worth your time, from people who've actually done it.