Meesho

The Brief

Meesho came to us with a brief that was easy to misread as straightforward: promote sarees and kurtis to women-led communities across India. The complication: Meesho was already running with other agencies, so we weren't being hired to repeat what they had. We were hired to find the audiences nobody else was reaching, in the languages most agencies were treating as a localisation problem rather than a creator-supply problem.

What We Did

We built a roster of 63 creators across 8 regional languages: Hindi, Tamil, Telugu, Kannada, Marathi, Odia, Bengali and Assamese. Focused on Fashion and Celebrity-Lifestyle. The format was deliberately concrete: dedicated product hauls, try-ons, and app-recording walkthroughs. No abstract brand spots. Every video showed a real woman trying on Meesho inventory and walking the viewer through the app.

The run length matters. September 2020 through September 2021, spanning two festive cycles.

Why It Worked

Meesho's product is structural. It gives women across small-town India a way to start a business without inventory. The marketing had to match. It had to feel like real women, in real homes, speaking real languages. The 8-language roster wasn't a checkbox. It was the only way to be credible.

Where It Sits

• 63 creators activated across 8 regional languages
• 13.2M+ audience reach
• 231K+ engagement
• 76 videos still live

The category Meesho operates in (empowering India's untapped unorganised sector) only works if the marketing is built the same way the platform is. This was that.