Artyz · 12-Month Marketing Plan

Tier 2 · Standard

₹58L · 12 months

Where the money goes

Channels active

5 of 8

Influencer layers active

2 of 4

Pre-Puja sprint sustained

Yes (8 weeks)

What this returns

12-month outcomes

Attributable revenue (full year)

₹2.9 Cr

Band: ₹2.1Cr → ₹3.8Cr

Walk-ins / month (D90)

30

+19 over baseline

Sales / month (D90)

3.3

at 11% close

Blended ROAS (steady)

5.5×

Band: 4.5× → 7.0×

Pre-Puja sprint peak

8.5×

Aug 10 – Oct 5 window

Account growth (followers)

38 → 1,400 by D90

12-mo target 4,500 qualified

Monthly cash flow · 12 months

Spend leads, revenue follows (~6 weeks)

The ₹78L (or whichever tier) doesn't go out as a single cheque — it phases monthly. Revenue trails by ~6 weeks. Break-even crossover is the moment cumulative revenue overtakes cumulative spend.

Break-even month

Month 4

Peak monthly revenue

₹28L

in Month 9 (Pre-Puja)

Cumulative 12-mo profit*

₹2.3Cr

*assuming 50% gross margin

What's included at this tier

vs preceding tier

The full picture, side by side

Median scenario · default close · default AOV

Metric	Tier 1 · Lean	Tier 2 · Standard	Tier 3 · Aggressive	Tier 4 · Premium
Annual investment	₹42L	₹58L	₹78L	₹98L
Marginal spend	baseline	+₹16L	+₹20L	+₹20L
Walk-ins per month (D90)	22	30	42	52
Sales per month (D90)	1.8	3.3	5.5	7.3
Monthly revenue (D90)	₹9.9L	₹18L	₹30L	₹40L
12-month attributable revenue	₹1.7Cr	₹2.9Cr	₹5.3Cr	₹7.1Cr
Marginal revenue	baseline	+₹1.2Cr (7.5× marginal)	+₹2.4Cr (12× marginal)	+₹1.8Cr (9× marginal)
Blended ROAS (steady)	4.0×	5.5×	7.5×	8.5×
Pre-Puja sprint peak ROAS	6×	8.5×	11×	13×
IG followers (D90)	~800	~1,400	~3,200	~5,500
Editorial placements (12mo)	0	1	2	3
Tollywood / celebrity Reel drops	0	0	1	2

All numbers assume Phase 0 (MCA + GST + DPDPA + TRAI) is cleared before spend begins. AOV ₹5.5L baseline, walk-in attribution SOP live, sales-team uplift programme funded from Tier 2 onward. Numbers are mid-band defensible projections from verified 2026 India Meta benchmarks (Superads $3B dataset, AdAmigo, Lebesgue, DigitalApplied) — not best-case claims.

The "+₹X → +₹Y" intuition

Every tier upgrade buys a step-change, not a linear bump. The marginal rupee buys more revenue at Tiers 2 → 3 than anywhere else — that's where Tollywood + editorial + uplift programme compound.

Tier 1 → 2

+₹16L spend

+₹1.2Cr revenue

Marginal ROAS · 7.5×

LinkedIn captures one architect; uplift programme adds 3pp close rate

Tier 2 → 3 · best step

+₹20L spend

+₹2.4Cr revenue

Marginal ROAS · 12×

Jisshu/Rituparna Reel + editorial + Tssifira bridal event compound

Tier 3 → 4

+₹20L spend

+₹1.8Cr revenue

Marginal ROAS · 9×

Diminishing returns — Kolkata premium audience saturates; brand-building > pure ROAS

Recommendation: if budget allows, Tier 3 is the sweet spot. Tier 2 → Tier 3 buys the highest marginal return in the plan. Tier 4 is for category-defining ambition, not pure revenue lift.

How the Meta money works

Meta is 60% of the ad budget — ₹1,20,000/month at steady state, scaling to ₹1,80,000 during the Pre-Puja sprint. Its job: take someone in Alipore who has never heard of Artyz and move them, over a few weeks, to standing on the Topsia showroom floor. It runs as a three-stage relay — three ads, each handing off to the next.

Ad 1 · Discover

₹30K/mo

Get discovered

Short Reels that stop the scroll. One goal — get the right Kolkata people to look at the Artyz profile.

Why: 38 followers today. Before anyone can buy, they have to discover you exist. Uses Meta's 2026 Maximise Profile Visits objective.

Ad 2 · Convert · biggest slice

₹60K/mo

Find the real buyers

Meta's AI, fed with your actual showroom sales. When someone walks in and buys, Meta learns "find more people like that."

Why: Without this, Meta wastes spend on window-shoppers. With it, it hunts for people who behave like real buyers. Advantage+ Sales — the single biggest upgrade over v3.

Ad 3 · Close

₹24K/mo

Bring them in

Goes only to people who already showed interest. One button — start a WhatsApp chat, or get directions to Topsia.

Why: A ₹5L purchase is never one click. This catches the ready ones at the moment of intent — no form, no website, just a chat.

Plus ₹6,000/month to test new ad ideas before committing real budget. Total ₹1,20,000/month = 60% of the ₹2L monthly ad spend. The mix shifts over the year — discover-heavy in Months 1-3 while there's no audience yet, then bring-them-in-heavy from Month 4 once there's a warm pool to harvest.

What the ads look like — 5 formats in rotation

Material close-up — hand on Italian leather, wood grain, light on fabric. Premium shows in the first 1.5 seconds.
Workshop with voiceover — hands working, never faces. Solves the camera-shy constraint; builds the most trust of any format.
Slow cinematic — a piece in a beautiful room. No text, no voiceover. Quiet luxury in video form.
Before / after — an incomplete room, then the Artyz piece goes in. Answers "what would this look like in my home?"
Real customer's home — a client's actual home, their own voice. Nikita, Ishita, Abhinav become these ads.

Hard rule on every single ad: no price on screen, ever. Price discovery happens in the WhatsApp chat or the showroom — where it can be framed with craft and customisation, not flinched at mid-scroll.

Who sees them — 3 filters

Geography — 30km around Topsia, with pins on Alipore, Ballygunge, Salt Lake AC-AD, New Town, Park Street, Gariahat.
Income — Meta's Top 10-25% household-income brackets for India. No ₹5L sofa shown to someone who can't buy one.
A separate set of ads for architects + interior designers — one architect speccing Artyz on a project beats 50 individual buyers.

What we deliberately don't do

No blue "Boost" button — it optimizes for likes, which don't pay rent.
No AI-generated rooms — Meta auto-labels them "Made with AI"; fatal for a handcrafted brand.
No 3 separate manual campaigns — Meta's AI performs better fed with real sales data.

The one-line version: Meta's money does three jobs in sequence — get strangers to discover you, let Meta's AI learn who your real buyers are from actual showroom sales, then make it one tap for the ready ones to start a chat or get directions. Everything aimed at footfall, nothing at vanity.

The influencer roster — who, why, spend, return

Layers grey out below your selected tier

Influencers aren't all one thing. Four layers, four jobs. The tighter a creator's audience match to "Kolkata person furnishing a home," the higher and more reliable the return.

Honest note: influencer return is less precise than ad return. Layer 1 is the tightest match and the highest confidence. Layer 3 is broad reach + credibility — lower direct return, but it feeds the warm audience that Meta then harvests. Per-creator figures are indicative per-engagement rates; the per-tier total below reflects how many are activated and how often across the year.

Influencer spend at Tier 2

₹5.5L / year

Blended influencer return

4-6×

Layer 1 · Specifier Active from Tier 1

Kolkata interior designers · tightest audience match · highest, most reliable return

Creator

Why we picked them

Spend

Exp. return

@design.on.the.go

Neha Jhunjhunwala · ~80K Kolkata

Designer-in-Residence — a subsidised Artyz piece for a multi-part content series + whitelisting rights + commission. Kolkata-confirmed, design-credible, grew through the May bot-purge (a quality signal).

₹50-80K

8-12×

@interiorjagat

Ashish Kumar · ~76K Kolkata

12+ years of residential-design authority in Kolkata. Format: Artyz pieces shown inside his real project walkthroughs — credible, not an obvious ad. Paid Reel + commission on tracked enquiries.

₹40-80K

7-11×

@decorholics_abode

Neha Anindya Singh · ~69K Kolkata

Eclectic Kolkata interiors. Completes a three-creator local cluster for the launch phase, so the brand shows up across the city's design community at once, not from one voice.

₹30-60K

6-9×

Layer 2 · Lifestyle Anchor Active from Tier 2

Affluent women + family creators · the actual home-purchase decision-makers

Creator

Why we picked them

Spend

Exp. return

@throughmypinkwindow

Papri Ganguly · ~230K Kolkata

Real Kolkata parenting + lifestyle creator with mainstream advertiser trust — Nykaa, Duroflex, L'Oréal in her collab history. Reaches affluent families who are genuine buyers, not just scrollers.

₹1-2.5L

4-6×

Aisha

Forbes India Top 100 Digital Stars · ~1M+

High-end fashion + travel creator. Her audience overlaps almost perfectly with luxury-home buyers. One whitelisted Reel — Artyz pieces in a high-fashion editorial style.

₹2-3.5L

3-5×

@MrittikaBhunia

~863K · verify Kolkata share first

Entrepreneur + lifestyle mom — affluent families upgrading their living spaces. Caveat: vet her Kolkata follower concentration before contracting, since a chunk of reach is pan-India.

₹1.5-2.5L

3-5×

Layer 3 · Celebrity Validation Active from Tier 3

Tollywood + national luxury · a credibility play, not a walk-in play

Creator

Why we picked them

Spend

Exp. return

@senguptajisshu ★ recommended

Jisshu U Sengupta · ~460K

"Family man, tasteful lifestyle" positioning — the best risk-adjusted celebrity pick. Strong fit for living-room set pieces. Lowest vanity risk in the celebrity tier.

₹2-5L

3-4×

@rituparnaspeaks

Rituparna Sengupta · ~900K

Bengali HNI / aspirational audience, heavy family + home content. Bigger reach than Jisshu, slightly higher vanity risk — use whitelisting with tight Kolkata geo-fencing.

₹3-6L

2-4×

@watchanish

Anish Bhatt · ~1.9M

Ultra-HNI male audience. A status anchor — an Artyz sofa placed next to a Patek Philippe creates instant psychological price-anchoring. High cost, low Kolkata concentration.

₹2-4L

2-3×

@mimichakraborty not recommended

~3.6M

Tollywood reach — but flagged HIGH VANITY RISK by the audit: follower growth running -1.75% (bot-purge fatigue), audience is mass pan-India, not Kolkata-HNI. Listed for completeness; skip unless awareness-only.

₹3-5L

1-2×

Layer 4 · Earned Media + Strategic Partnership All tiers

No paid fee · pure relationship + credibility

Partner

Why we picked them

Spend

Exp. return

@calcuttahouses

~21K · heritage architecture

Heritage-architecture account with an old-money, design-obsessed Kolkata following. Founders refuse paid monetisation — so we invite them to photograph the Topsia flagship's architecture. Pure earned credibility.

₹0

free

Tssifira Weddings

Top-10 Kolkata luxury wedding planner

Manages 3,000+ HNI clients a year. Host a private bridal-registry / new-home curation event at Topsia. New-home buyers immediately post-wedding are the highest-intent furniture segment that exists.

₹50K event

5-8×

As you move up tiers, total influencer spend rises but blended return softens — because higher layers buy broader reach and brand credibility, not just tight-match conversion. That is by design: Layer 1 converts, Layer 3 builds the name that makes everything else cheaper to convert later.

Before any spend: Phase 0

Critical · operator action this week

Verify Furnest Decor MCA & GST compliance

External adversarial audit (Gemini Deep Research, 2026-05-13) cites Tracxn + IndiaFilings sources claiming Furnest Decor Pvt Ltd has pending MCA filings (AOC-4, MGT-7) with accumulated penalties ~₹5.47L. If true, this may also block GST Input Tax Credit on advertising spend — costing ₹4.68L on the ₹26L Meta commit alone.

If clean

Proceed

All tiers viable as priced

If MCA defaults

~₹5.5L fix

Add to budget; clear filings before spend

If GST ITC blocked

−₹4.68L

18% of ₹26L Meta is unrecoverable

Action: 30-minute call with CA. This is the only thing blocking the plan from starting.

Decisions Chirag needs to make

#	Decision	Required from
D1	Phase 0 compliance verification with CA	Tier 1+
D2	Phone number lock (9903221792 vs 91473 67153)	Tier 1+
D3	Choose tier · sign annual commit	Tier 1+
D4	Sales-team uplift programme ₹75K + ₹40K/mo	Tier 2+
D5	CRM + Meta CAPI integration (Zoho/Salesforce)	Tier 1+
D6	WABA chatbot (WATI / Interakt)	Tier 1+
D7	2-day production shoot (₹40K)	Tier 1+
D8	Designer-in-Residence subsidy (₹50K cost-of-goods × 2)	Tier 1+
D9	Showroom events (1 / 2 / 3 / 4 per tier)	Tier 1+
D10	Layer 2 lifestyle influencer activation	Tier 2+
D11	Editorial PR placement (1 / 2 / 3 outlets per tier)	Tier 2+
D12	Tollywood celebrity Reel (Jisshu Sengupta recommended)	Tier 3+
D13	Tssifira Weddings bridal-registry event at Topsia	Tier 2+
D14	Bengali bilingual relaxation (VO/subtitles in influencer Reels)	Tier 1+
D15	Customer permission policy for in-home BOFU creative	Tier 1+
D16	Brand film production (₹30K, evergreen)	Tier 2+

My recommendation

Tier 3 · Aggressive · ₹78L

Tier 2 → Tier 3 is the highest-marginal-return step in the plan (₹12 of revenue per additional ₹1 of spend). Tier 3 buys you Jisshu Sengupta's Bengali-HNI audience, two editorial placements, the full sales-uplift programme, and the WABA-CRM infrastructure that makes ROAS attribution defensible. At Tier 2 the brand still grows; at Tier 4 you spend ₹20L extra for an additional ₹1.8 Cr because Kolkata's premium audience starts saturating. Tier 3 is where the math is sharpest.

If cash flow constrains the decision, Tier 2 is honest and defensible. v3 of this plan (dated 2026-05-13) projected ROAS at 15-22× — that number was rejected by both Gemini and Perplexity adversarial audits as built on broken assumptions. v4 numbers above are what the audits agreed is defensible. Best-in-class for a 38-follower premium furniture brand in India 2026 is 5-8× steady, 8-12× during a festive sprint. Anything higher than that, in any pitch from anyone, is a lie.

— Rohit, YKC Media · 2026-05-14

Glossary · what every acronym means

Click to collapse

Every marketing term Chirag might pause on, in plain English. No ad-agency speak.

Costs & metrics

CPM: Cost per 1,000 impressions. What Meta charges to put your ad in front of 1,000 people. India 2026 average is ₹130-230 broad; ₹400-500 for HHI Top 25% Kolkata premium geo.
CTR: Click-Through Rate. The % of viewers who tap the ad. India 2026 median is ~1.3% across categories; Art & Home Decor leads at 2.5%.
CPC: Cost per Click. India 2026 broad traffic averages ₹14-16; premium geo-targeted luxury runs ₹35-85.
ROAS: Return on Ad Spend. Revenue divided by ad spend. 5× means every ₹1 returns ₹5 of revenue. Industry D2C average is 3-7×.
AOV: Average Order Value. Artyz's mid-AOV is ₹5.5L (band ₹3-8L).
CPA: Cost per Acquisition. What it costs to acquire one paying customer.

Funnel stages

TOFU: Top of Funnel. Awareness ads aimed at cold audiences who've never heard of Artyz. Reels for reach.
MOFU: Middle of Funnel. Consideration ads — carousels that drive saves + profile visits among warm audiences.
BOFU: Bottom of Funnel. High-intent retargeting — Click-to-WhatsApp ads + Store Visit ads to people already warm.

Meta features & products

Advantage+ Sales: Meta's AI-driven campaign type. Auto-optimizes targeting + creative + budget allocation. 27% higher ROAS / 32% lower CPA vs manual campaigns globally.
Maximise Profile Visits: New Meta 2026 objective under Engagement. Drives users to your Instagram profile. Builds the warm pool without you having to manually retarget.
CAPI: Conversions API. Sends offline events (showroom purchases, store visits) from your CRM back to Meta so its algorithm can optimize for real sales — not just clicks.
CTWA: Click-to-WhatsApp Ads. Ad clicks open a WhatsApp conversation directly. Meta's fastest-growing ad format in India (+60% YoY in Q3 2025).
HHI Top 25%: Household Income targeting. Meta India's 2025-launched feature filtering audience by Top 10% / 25% income brackets. Replaces guessing via iPhone-Pro proxies.
LAL / Lookalike: Lookalike Audience. Meta builds an audience similar to a seed group (e.g., your past buyers). Higher quality than cold interest targeting.
Whitelisting / Partnership Ads: Running ads through a creator's handle instead of yours. Creator's audience sees it as native content. Meta 2026 rule: re-verify consent every 90 days or ads auto-pause.

Compliance & Indian regulation

ASCI Paid Partnership: Advertising Standards Council of India. Mandatory disclosure label on all sponsored creator content — Artyz is now jointly liable for partner non-compliance.
DPDPA: Digital Personal Data Protection Act 2025. India's privacy law. Requires consent banner + data-rights workflows. Consent Manager operationalization deadline: Nov 13, 2026.
TRAI: Telecom Regulatory Authority of India. Requires explicit opt-in before WhatsApp marketing communications.
GST ITC: GST Input Tax Credit. The 18% GST on ad invoices is recoverable if your company's GST filings are current. If MCA filings are delayed → ITC blocked → ₹4.68L unrecoverable on ₹26L Meta.
C2PA: Coalition for Content Provenance and Authenticity. The metadata standard Meta uses to auto-detect & label AI-generated images. Adobe Firefly, Midjourney, DALL-E embed it by default.
MeitY SGI mandate: Ministry of Electronics & IT 2026 rule for Synthetically Generated Information. AI labels in ads must be continuously visible on-screen — not just metadata or opening watermark.
WABA: WhatsApp Business API. The infrastructure for chatbots, broadcast lists, and automated nurture flows. Tools: WATI, Interakt, MSG91.
MCA: Ministry of Corporate Affairs. Where Pvt Ltd companies file annual returns (AOC-4 = financial statements; MGT-7 = annual return). Pending filings accumulate penalties + block GST ITC eligibility.

If you need a definition not on this list, hover any term in the deck that has a dotted underline for an inline tooltip.

The 12-Month Marketing Plan

Choose a tier

Where the money goes

12-month outcomes

Monthly cash flow · 12 months

What's included at this tier

The full picture, side by side

The "+₹X → +₹Y" intuition

How the Meta money works

The influencer roster — who, why, spend, return

Before any spend: Phase 0

Verify Furnest Decor MCA & GST compliance

Decisions Chirag needs to make

Tier 3 · Aggressive · ₹78L

Glossary · what every acronym means