Case study · Personal Care & Hair Oil · Amazon India
Bajaj Consumer Care.
Award-winning, AI-powered media that scales growth.
+41%
business growth
+16%
market share growth
+58%
incremental sales growth
+29%
ROI improvement
The story
How we did it.
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Challenge
A ₹2.4B+ hair-oil category on Amazon India, with 50+ competing brands and 40+ of them actively spending. The mandate: drive always-on topline growth and category share without letting efficiency metrics slip.
Approach
Ad Manager's AI bid and budget optimization ran continuously against live performance, traffic and seasonality signals, while time- and metric-based rules — dayparting, ACOS and conversion-rate triggers — cut wasted spend, with PiWheel's retail-media specialists steering strategy and exceptions.
Result
+41% business growth and +16% category share growth on +58% incremental sales, with ROI up 29% — 725K optimizations executed and ~₹4M saved in bid and media costs. The approach won Best AI-Powered Marketing Strategy at the DMA Sparkies 2023.
The heart of our partnership is the mix of having the right technology combined with a team of experts who use the data to translate it into actionable insights that drive growth.
Vinayak Singh, Head of Digital Marketing, Bajaj
