01Strategy and OperationsLed
894 sign-ups for ₹15.1K.
I ran the Meta campaign that recruited participants at ₹16.89 per sign-up, then selected 107 testers from 799 applicants against a control sheet, balanced across cities and skin needs.
OSSE 100: 107 men tested the product before the market could
The shiftLaunch, then learn→Learn, then launch
The impact
894sign-ups at ₹16.89 each, from a ₹15.1K Meta budget
107testers chosen from 799 applicants
5cities and 5 water profiles, in 4 weeks
The story in four moves
Client inputMy work-
Client input · 01 They came with
A range ready on paper, a launch ahead, and formulas proven in the lab. India’s water changes city by city, and so does how skin, scalp and beard respond.
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02 I found
Scalp care scored 67% positive. Skin and beard stayed under 40%. The formula worked hardest where the brand had spoken least.
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03 I built
The trial end to end: the Meta campaign that filled it, selection from 799 applicants, five cities, an anonymous +2 / 0 / −2 scorecard and five check-ins, then the story of it on Instagram.
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04 It changed
The scores shaped the reformulation and the rebrand now in manufacturing. Testers shared their kits on their own stories, and several became ambassadors.
My part
I designed and ran the trial end to end: the ads that filled it, who got in, how they scored the product, and the story it told.
Across 5 brand areas
Led3areas end to end
Shaped2my direction, built with others
Supported0I contributed
02Consumer KnowledgeLed
Five cities, five water profiles, one honest scorecard.
I built the trial around how water changes skin: Delhi NCR, Mumbai, Pune, Bengaluru and Hyderabad. Testers scored eight questions on an anonymous +2 / 0 / −2 scale across five check-ins, which gave 80 scored responses from 37 active participants.
03Brand HeartShaped
Skinvestment, tested on real skin.
I carried OSSE’s belief into the trial: consistency over time is the promise, so the trial measured change across check-ins, beyond first impressions.
04Brand StoryLed
The mixed feedback got published too.
I wrote the research story and curated what testers said. The strongest voices became pull-quotes and the mixed feedback went into the body copy, so every claim stays honest.
05Consumer ExperienceShaped
Testers became the first community.
I shaped the experience from first message to last check-in so testers felt like early members. They shared kits on their own stories as organic UGC, and several became ambassadors.
My map on this project
What it took to test a brand before it launched, and where I stood.
Led end to endShaped my direction, built with othersSupported I contributed, others owned it
In association withZerologicBuilt at Zerologic, the brand strategy and execution studio where I lead as CMO, with its team of visual designers, UI designers and copywriters.