Kanya Silks
A single-showroom silk and saree business trying to hold its ground through festival season against chains that spend more on one day of television than Kanya spends in a year.
A year's revenue decided by six weekends.
Textile retail here is brutally seasonal. Aadi discounting, then the run into Deepavali, then wedding months. Miss those weekends and the rest of the year cannot fix it.
Kanya's spend had been going into newspaper inserts and a hoarding on the bypass, both bought on habit rather than evidence. Their Instagram had 1,200 followers and posts that were photographs of price tags. Nobody could say which of the three was bringing anyone in.
The one real asset nobody was using: a phone book of several thousand past customers, sitting in the billing register, never contacted.
One idea, nine cuts, twenty-five kilometres.
Small budgets fail when they are spread thin. We concentrated everything: one concept, one shoot, one tight radius.
- Tamil first. Every line written in Tamil and then adapted to English, not the other way round. It reads like the shop sounds.
- One shoot day. A hero film built around a family choosing a Deepavali saree, plus nine vertical cut-downs — six reels, three for WhatsApp status.
- Geo-fenced media. Meta and Google confined to a 25 km radius around the showroom, weighted to the three days before each festival weekend.
- The phone book, finally. Past customers moved into WhatsApp broadcast lists, segmented by what they had bought before. Two messages per festival, never more.
- In-store QR. A code at the billing counter for the current offer, which also told us how many walk-ins came from which ad.
- Hoarding earned its place. We kept it — but only the bypass one, and only for the four weeks that mattered.
Eleven weeks, measured.
Everything below is media-platform and WhatsApp data. Footfall and revenue figures are the client's own.
Total media spend across eleven weeks — roughly what the previous year went on print alone.
Instagram followers over the season, almost entirely from within the target radius.
WhatsApp enquiries, and the blended cost of each one across all channels.
The client reported their strongest Deepavali weekend to date. We have not independently audited store revenue and do not claim it.
The WhatsApp list was sitting in our billing book for nine years. We were paying for newspaper to reach people whose numbers we already had.Proprietor · Kanya Silks