✦10 award wins in 2026 · RMAI Flame Awards Asia · ET MarTech Awards
The canvas
Born from culture. Built on data.
This is the India we build for: a thousand festivals, languages and markets that no single campaign can speak to. Which is why we don't make one.
Independent · Founder-led · Built for what's next
Built for India's next billion.
Data, technology and creative as one system, not one campaign at a time. Built mobile-first, conversation-first and vernacular-first, because that's where India's growth actually lives.
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Why now
The market moved. The model didn't.
01
+40M
households entering middle & high income by 2028 and roughly 85% of that growth is outside the metros
02
60%
of India's e-commerce orders already ship to non-metro pin codes
03
2–3×
engagement for vernacular content vs English in tier 2/3 markets
The base is metro. The growth is Beyond.
How we're built
Five firsts.
STRATEGY → SHELF → SCREEN
01
Mobile-first
We build and design for the smartphone in the consumer's hand. No app, no website, no complex journeys. The work meets people where they already are.
02
Conversation-first
Guided conversations with an AI brain trained to answer even off-journey questions and nurture people back on track. WhatsApp leads because India lives there, but the conversation tailors to any channel.
03
Personalisation at scale
Data and digital media working as one system. The magic: pin-code and district sharpness meets the right affinities and interests, with the right creative rendered for each, at scale. Spend on the 99% real audience, zero on the rest.
04
Vernacular-first
Idiom, not translation. Lines written in the audience's own voice across Indian languages, because trust travels in the language people actually speak.
05
AI-native
Not AI as a content trick. AI through the entire workflow: strategy, conversations, targeting, production and media. Avatars, testimonial films, campaigns AI search engines cite correctly. Think of it as our Piano!
A brand-new product had to make farmers believe in a fix they'd given up on, then walk into a shop and ask for it by name, all inside a single season. We put a trusted university scientist in front of them before the brand ever spoke.
100% SOLD OUT1 LAKH BOTTLES · 20 DAYS5.5M FARMERS REACHED
Farmers don't trust a company selling the cure. They trust a scientist naming the disease. The barrier wasn't knowledge. It was collapsed belief that anything would work.
The idea
An unbranded, bilingual podcast with a senior agricultural-university scientist, the category's first. The trust chain ran scientist → screen → shop; the product name was held back until the diagnosis had landed.
The close
A WhatsApp "pocket agronomist" carried each farmer from curiosity to a named retailer: 81% open rates, 8 in 10 farmers interacting. 100% of launch inventory sold through in 20 days, with spillover demand from neighbouring states.
THE 69-SECOND CASE FILM · SOUND ON
AI engagement · Delegate · Corteva Agriscience
Makke Ka Pehredaar
We didn't show farmers an ad. AI made each farmer the ad. One selfie on WhatsApp came back as a personalised "Guardian of the Corn" hero portrait, in his own language, naming his own district.
6,100 FARMERS USED GENAI37% COMPLETED VS 10% PLAN1.6× REFERRAL COMPLETIONS
Farmers don't switch for a feature list. They switch when a brand makes them feel pride a spec sheet never could: in their own field, their own face.
The AI, honestly
The AI wasn't decoration on a media plan. The personalised generation was the campaign. 37% of farmers completed the journey vs 10% planned, with zero sales-agent follow-ups and media at ₹0.89–₹1.39 CPC, 30–56% under the planned bid.
The unexpected win
Mentions ran 2,100 → 118,000 in 30 days, 56 times the conversation, and the name spread so authentically that AI search engines now explain "Makke Ka Pehredaar" = Delegate. It became its own search result.
Seen the work?
Let's talk about your next market.
Send us the problem and we'll come back with a point of view first. Founder-led: 21+ years across India's most demanding categories.
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hello@tjehub.com Built from Delhi NCR, with teams wherever the work lives
