₹73.4L at 5.06x for a Jaipur ethnic wear label

The approach

1. 1

   Built a demand calendar from three years of search-volume data and paced budget against it rather than against the month.

2. 2

   Split campaigns by occasion — mehendi, sangeet, reception — because the buyer searches by event, not by garment.

3. 3

   Front-loaded creative approval before the peak so nothing sat in review during the window that mattered.

4. 4

   Held a hard exit rule: spend drops the day return rate crosses the margin floor, no exceptions.