Kavya Singh Kundu

The brief

The brand needed more top-of-funnel reach without letting cost efficiency collapse as spend scaled, and a way to handle the volume of pre-purchase styling questions that come with a made-to-order and seasonal-drop fashion catalogue, questions that were going unanswered outside business hours and costing sales. A WhatsApp AI styling assistant went live in late April 2026 to close that gap, running alongside the Meta programme rather than replacing it.

The work

ADG Advisory scaled Meta ad spend roughly six-fold over the engagement, from about ₹4,400 in February to a peak of nearly ₹25,000 in July, across prospecting, retargeting, and Advantage+ campaigns built around seasonal drops: a summer collection, a debut festive collection under the 'Rang' name, and always-on bestseller retargeting. Click-through rate more than doubled over the same window, from 2.07% to 4.67%, evidence the creative kept working as reach grew rather than fatiguing. In parallel, the WhatsApp AI styling assistant handled inbound product and sizing questions around the clock, turning DM-style enquiries into a functioning sales channel: a single WhatsApp-originated order worth ₹76,375 landed in one transaction, roughly a quarter of the entire quarter's gross sales on its own. Meta's own purchase attribution was only fixed mid-engagement, so the headline numbers below are read from the brand's Shopify Analytics directly, gross sales and orders across the whole store, not a single-channel attribution claim.

The results

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