Case Study
Rajasthan Royals' RSB
How We Helped Rajasthan Royals’ RSB Unlock Demand, and Paid Signups in the Emerging Sports EdTech Category
Rajasthan Royals’ RSB (Royals School of Business) wasn’t just another edtech platform — it was a new category at the intersection of cricket, business, and leadership. Designed to offer a masterclass-like experience led by sports legends and business leaders, the brand had credibility, but no playbook to build high-intent digital demand or convert interest into paid registrations at scale.
Key Business Challenge
Create a demand engine for a category that didn’t exist — where user expectations were unclear, value needed decoding, and the brand needed to be positioned beyond “celebrity course content”.
Before Scaling We Conducted
A Detailed Diagnostic Exercise
Aspirational vs Actionable Gap
Users loved the “celebrity-led” content narrative, but didn’t perceive it as actionable for their own growth. Drop-offs happened post initial curiosity.
Ambiguous Category Perception
Was it edtech? Leadership training? Sports content? The lack of clarity diluted ad performance and confused landing page journeys.
High CAC Risk at Launch
Without historical benchmarks, early campaigns showed inconsistent conversion rates and volatile CAC trends — ranging from ₹1,800 to ₹4,500 per signup.
A Full-Funnel Rethink
A Category Positioning Engine
Positioning Unlock
Shifted narrative from “learn from cricketers” to “gain unique business and leadership insights from those who’ve won at the highest level”. This changed perceived value from entertainment to professional growth.
Intent-Led Creative Architecture
Developed messaging variations by intent stage — awareness (aspirational hooks), consideration (career relevance), and decision (course credibility). Each ad layer had a job.
#ROI
Strategic Framework
We architected the growth strategy across 4 focused pillars.
Audience Intelligence Mapping
Tested and layered audiences beyond sports fans — targeting young professionals, MBA aspirants, and startup founders. Sports affinity was used as an emotional gateway, not the core targeting parameter.
Landing Page & Funnel Optimization
Rebuilt landing page flows to prioritize program outcomes, mentor credentials, and cohort proof. Deferred payment nudges were layered via remarketing to reduce upfront friction.
Instead of leaning fully into cricket stardom, we positioned RSB as the “B-School of the sports world” — where insights were not anecdotal, but transformational. Media was sequenced across funnels with messaging shifts designed for progressive trust-building, while remarketing assets handled price sensitivity and indecision.
Within 9 Months of Launch
Here Were Our Results
A large share of paid users were non-sports professionals — early-stage founders, MBAs, and sales professionals who saw value in cross-disciplinary learning.
This proved that RSB wasn’t a niche product — it had mainstream learning potential if framed correctly.
Our Learnings
We Don't Just Run Campaigns
We Solve Go-To-Market for Emerging Categories
In edtech, category clarity is more important than product features in driving conversions.
Celebrity-led products don’t sell on fame — they sell on what the buyer believes they’ll become.
Creative intent-mapping beats broad ad storytelling — each user stage needs distinct value reinforcement.
The right audience isn’t always the obvious one — emotional pull ≠ conversion likelihood.
For us, performance marketing is go-to-market strategy — just with accountability.