Case Study
Polycab
How We Helped Polycab Unlock Localized Brand Demand by Turning Distributors Into Visibility Engines Across India
Polycab is one of India’s largest FMEG brands, with deep penetration across cables, wires, switches, and electrical solutions. Despite strong national recall, the last-mile brand preference battle was happening at the distributor level — and often being lost to more aggressive regional players. The objective was clear: empower distributors with performance marketing for lead generation, not just product supply.
Key Business Challenge
Build a digital visibility engine that could drive geo-specific lead funnels for Polycab-authorized distributors — while milking the mass-market brand campaigns.
Campaign
Lead Gen - Indiawide
Industry
Construction & Hardware | FMEG
Key Growth Levers
Before Launching the Program, We Diagnosed
Why Local Pull Wasn’t Translating Despite National Scale
Distributors Were Invisible Online
Local distributors weren’t discoverable on Google or Meta — which meant even high-interest buyers defaulted to nearby multi-brand shops.
National Media ≠ Local Trust
Mass ads created brand awareness, but not local buying intent. Distributors lacked digital recall cues.
No Geo-Adaptive Messaging
Campaigns weren’t reflecting local needs — whether that was regional festivals, seasonal installation cycles, or contractor-specific buying moments.
From Passive Distribution to
Region-Activated Visibility That Fueled Market Share at the Edge
Local Distributor Enablement Program
Created geo-specific campaigns with retailer-level CTAs (e.g., “Available now at Tegh Cables, Mumbai”). Focused on ~25 high-value zones in Phase 1.
Regional Creative Framework
Adapted messaging for language + relevance: product USPs, regional use-cases (monsoon-proofing, Diwali-safe wiring, inverter load capacity), and known dealer names.
#ROI
Strategic Framework
We engineered a hyperlocal digital framework that could scale across cities, while still feeling one-to-one at a city, retailer, and audience level.
Meta + Google = Intent to Direction
Meta for top-funnel recall with contractor- and electrician-specific hooks, Google for “near me” queries and branded discovery flows with clear GMB optimization.
Dealer Collaboration Toolkit
Created editable playbooks for local teams — digital storefront templates, simple creative flows, and Google Maps linking to drive discovery + footfall.
We didn’t run brand ads. We ran brand demand activation loops — where national equity was converted into local dealer enquiries. Each ad ended with a known name and a reason to choose that dealer, now.
Within 6 Months of Launch
Here Were Our Results
For the largest distributors, we also activated international lead generation from MENA to capture the increasing demand of Construction projects in Dubai and Saudi.
This alone, generated individual enquiries with ticket sizes of INR 10Cr+.
Our Learnings
We Don't Just Run Campaigns
We Turn Channel Distribution Into a Scalable Visibility Asset.
National recall ≠ regional choice. Brand preference must be activated at the point of search.
Dealers are not just sellers — they’re trust anchors. Ads that feature them convert better.
Hyperlocal is not just pin-code targeting — it’s cultural, seasonal, and behavioral relevance.
Giving distributors digital visibility is like giving them a 10x bigger hoarding — but smarter.
For us, FMEG performance marketing isn’t about media spend — it’s about winning at the planning stage, before the customer even starts procurement planning.