A Content Director Who Loves Creativity & Works for Brand’s Consumers
Hello! I am Aarti Dhanwadkar, a Content Director and Business Strategist at Go To Clan, a Creative & Tech company.
In my career of over 10 years, I have realized that when you write something good, you don’t just write well; you empathize with the reader and try to deliver a solution, an idea, or support to them.
At Go To Clan, I take care of:
> Business Strategy
> Marketing
> Content
> Creative Copy
>> 50+ keywords ranked on the 1st page for a SaaS product in just 3 months!
>> Google’s AI Overview recognizes my content!
>> ChatGPT recognizes my content!
>> Dermatologist’s ad campaign – 50% more revenue and 51% lower costs
>> 150+ web copy
>> 500+ technical articles
>> 500+ ad copy
Hope you like my blogs!
Education
MBA, Major in Marketing
A new city: Pune. A new experience. New friends. And a lot of books! Late-night group study sessions and so many memories.
Marketing is an art! That’s when I realized my passion for writing could be enhanced by working in marketing.
Experience
10+ Years of Writing!
Writing for hundreds of brands, conveying hundreds of stories, and helping businesses become brands; that’s what I’ve done in my 10+ years of content writing.
Content writing is more than just creating engaging content. It involves brainstorming, strategizing, empathizing, conveying a brand’s message to its audience, and most importantly, offering solutions or enhancing consumers’ lives.
At Go To Clan, we make sure that each word crafted serves not only our clients but also, and beyond that, their consumers!
Blogs
I miss the era when we did not mute the TV during ads. Because all major brands were reaching out to Piyush Pandey for memorable ads. There are legends, and then there is Piyush Pandey, the man who made India fall in love with advertising.
Believe it or not, Piyush Pandey was once an account executive at Ogilvy, not a creative director. He used to collect ad briefs from the clients. He soon noticed a big chasm that no one was able to identify. The chasm was a lack of emotion in the campaigns. Piyush Pandey belonged to a middle-class family and hence had a good understanding of how common people look at brands. And I thank god that Mr. Pandey chose to join the creative team.
His ideas spoke our language, carried our emotions, and stayed in our hearts long after the ads ended. Here are 10 iconic ads by Piyush Pandey that changed how India looked at brands forever.
10 Iconic Ads by Piyush Pandey That Made Our Childhood More Fun
1. Cadbury Dairy Milk – “Kuch Khaas Hai Hum Sabhi Mein”
A young girl dancing on a cricket field with complete joy and no care in the world. That moment changed Indian advertising. Piyush Pandey showed that chocolates were not just for kids but for everyone who celebrates life. The ad became a symbol of happiness, freedom, and emotion. Even today, the tune brings a smile. Watch the ad here- https://www.youtube.com/watch?v=e7JATezA1nY
2. Fevicol – “Fevicol Ka Mazboot Jod”
Nobody sold glue like this man did. From the famous bus overloaded with people that never breaks apart to the fish stuck on the wall, Fevicol became a part of Indian humor. But the most unforgettable one was the egg ad. An egg drops on a copper vessel, the vessel breaks, but the egg stays unbroken. The idea was so simple yet so powerful that everyone remembered it instantly. No dialogues, just visual storytelling. That is what made Piyush Pandey ads iconic. Thousands of Instagram influencers still use the song- “Sharma ki dulhan jo byaah ke aayi, sang 2 seater sofa le aayi!” Watch the ad here- https://www.youtube.com/watch?v=lC5EhJl1wFE
3. “Do Boond Zindagi Ke” – The Polio Campaign
This was one of the most important public service campaigns in India. Amitabh Bachchan once shared that the campaign was doing well, but still not getting enough parents to bring their kids for vaccination. Piyush Pandey told him, “Sir, this time you scold them.”
If you, too, want such magic in your Meta paid ads, Go To Clan can help.
So Bachchan did exactly that in the ad. He looked into the camera and scolded parents for their carelessness. The reaction was unbelievable. People in rural India said, “Bachchan sahab gussa ho gaye, isliye hum log aa gaye.”
It was raw, emotional, and powerful. That was the magic of Piyush Pandey, who understood how to talk to the heart of India. Watch the ad here- https://www.youtube.com/watch?v=QEqPQ6kmJUQ
4. “Abki Baar Modi Sarkar”
Four simple words turned into the most memorable political slogan of modern India. Whether you supported it or not, you heard it everywhere. The line became a chant across towns and cities. It showed how Piyush Pandey could turn even politics into a brand story that sticks. He overnight changed the image of a public leader into a giant brand.
5. Fevikwik – “Todo Nahi, Jodo”
A fisherman fixes his broken net with Fevikwik and catches fish immediately. It was short, funny, and so sharp that people still quote it. The message was clear: Fevikwik works instantly. This ad proved that humor, timing, and a small idea can create a lasting impact. I always admired how he could convey brand messages without using a single word. A few seconds of the ad are still fresh in our memories.
6. Vodafone – The Pug and ZooZoos
From the little pug that follows its owner everywhere to the white-bodied ZooZoos with no dialogue, these ads became cultural icons. The pug represented loyalty. The ZooZoos represented fun and creativity. Piyush Pandey showed that you do not need words to create emotion. A simple idea and clear emotion were enough. I still remember how my brother and I used to wait for the next ZooZoos ad.
7. Ponds – “Googly Woogly Woosh”
This ad made skincare feel happy and sweet. A catchy tune, soft visuals, and real chemistry made it memorable. It wasn’t about beauty in the glamorous sense. It was about affection and playfulness. Piyush Pandey understood that the best ads are the ones that make people feel warm and connected.
8. Titan – “The Joy of Gifting”
Few ads have captured emotion the way Titan did. With its timeless tune, the brand became a part of every milestone, birthday, wedding, and achievement. The watch was not just an accessory but a memory. Piyush Pandey made Titan about relationships, not time. The simplicity and sincerity made these ads truly unforgettable.
9. Asian Paints – “Har Ghar Kuch Kehta Hai”
This line became a part of every Indian home. Piyush Pandey showed that paint is not just color on walls but a story of the people who live inside. Each home tells a tale of love, struggle, and hope. The ad made people proud of their spaces. It connected design with emotion, which is what makes it stand out even today.
10. “Mile Sur Mera Tumhara”
Before ad jingles became common, this one united an entire country. The faces, the voices, and the music represented India in all its diversity. It was more than an ad; it was an emotion. Piyush Pandey created something timeless that still gives goosebumps decades later.
Thank you for everything, Piyush Pandey sir.
Because you did not just sell products, you sold feelings. You gave brands a heart and a voice that felt Indian. Your storytelling was rooted in culture, humor, and honesty. You reminded us that the best advertising is not about shouting louder but about speaking truthfully.
You were not just an adman. You were a storyteller who helped India see itself on screen: real, emotional, and proud. Team Go To Clan loves you!
Keller's Brand Equity Model is also known as the CBBE model. It stands for the Customer-Based Brand Equity model. If you are new to the world of branding, this model can help you build a perfect brand identity for your business.
The CBBE model stands firm on 4 major pillars:
- Brand Identity
- Brand Meaning
- Brand Response
- Brand Resonance
While you read this blog, make sure you keep your business or your client’s business in mind. So, let’s start.
4 Important Stages of Keller's Brand Equity Model
1. Brand Identity – The First Step in Building Brand Equity
This is your brand’s introductory phase. Do not confuse this with a new brand’s journey. A company sustaining itself for years can also go through the first step in building brand equity. This is the fun part of Keller's Brand Equity Model (CBBE Model).
This is about who you are. Not what you do, but how do people know you?
When you tell your friend about your crush, what is the first thing you mention? Looks. She has a beautiful smile. He has a great personality. Similarly, when you are building brand equity, the first thing you do is build a strong brand identity.
This includes everything: logo, tagline, brand colors, packaging, etc. Your only goal in this phase is to make sure that people instantly recognize you.
What Is Brand Identity?
Brand identity is how your brand looks, sounds, and feels to the world. It’s the first impression people form when they see you. This includes:
- Your name and logo - When Apple entered the market, it got attention with its name. A tech product company named Apple. The bitten apple in the logo created curiosity.
- Colors and typography - I can give various examples like Coca-Cola, McDonald’s, etc. But I’ll give a better example. On the way from my previous office to my home, I had seen a board with Aishwarya written on it. Though I used to see that board almost every day, I never paid attention to that board. Wonder why? The font seemed like a boutique or travel agency’s font. One day, my friend met me near my office and he asked me to join him for dinner. I said okay. He took me to Aishwarya. That day, I got to know that Aishwarya was a Chinese Restaurant.
- Your tone of voice - CRED is better known for its quirky ads. Though it's a credit card app, their brand communication is fun. Similarly, Zomato has a fun & lively tone of voice. On the other hand, Deloitte has a formal tone. A branding expert can help you connect better. The new generation of GenZ would connect better with a quirky and witty tone than a formal one.
While building a customer-based brand equity (CBBE model), decide your appearance carefully. There is no rule book that states a coffee brand should have brown as a primary color. A premium brand for an elite niche can use bold, vibrant colors.
In the CBBE Model, identity is about awareness. Before people can love you, they need to remember you. Brand identity isn’t just for big brands. Even startups can win hearts with a strong, clear identity.
Examples of Strong Brand Identity
- McDonald’s: Even toddlers recognize the golden arches.
- Amul: The polka-dot girl makes the brand memorable.
- GoToClan Example: We have helped many companies, from SaaS startups to Restaurants, build brand identities with a bold logo, vibrant palette, and unified messaging.
How to Build a Memorable Brand Identity
- Be consistent: Same logo, same colors everywhere.
- Stand for something: Don’t just look good, represent an idea.
- Make it simple: Complicated logos or names are difficult to remember.
2. Brand Meaning – Making People Feel Your Brand
Once people know you, they’ll ask: “What do you stand for?”
This is where Brand Meaning comes in; the second level of Keller’s Brand Equity Model. In this step, focus on how well your product delivers. It’s about how people perceive your brand.
It is about how simply you explain what your product offers. Beyond functionality, tell compelling stories that connect with your audience emotionally, making them care about your brand on a deeper level. Finally, show your values by aligning with causes your audience supports, so they see your brand as one that reflects their beliefs and aspirations.
Examples of Brand Meaning
- Volvo: People associate it with safety; it’s more than just a car.
- Nike: Not just footwear. It’s about empowerment and “Just Do It.”
How to Build Brand Meaning
- Deliver on promises: Performance builds trust.
- Tell stories: Emotional campaigns make people care.
- Show your values: Align with causes your audience loves.
People don’t just buy features and offers, they buy beliefs and emotions. Go To Clan’s founder, Sagar Udale, posted an interesting angle. Remember the famous Deewar dialogue- Mere pass bungla hai, gadi hai, bank balance hai. Tumhare paas kya hai? Then Shashi silences him- Mere paas Maa hai. People want Maa. You should read the entire post; it’s too good.
3. Brand Response – Shaping Customer Opinions
Now customers know you and what you stand for. But do they like you? Do they like what you are selling? Phool, a brand that sells Pooja materials. Personally, I find it super expensive. I would never buy their products because I can get those products on every street in my area. But they have some loyal consumers who admire their organic and original products.
Understand your customer’s response. In this third stage of the CBBE Model, they shape their opinions, judgments, and feelings about your brand. In the first stage, Keller’s Brand Equity Model, first, you should observe their response and then work on it.
If they are engaging with your social media posts and spending enough time inquiring about you but not buying your products, you need to build trust. This is one of the most important stages of the CBBE Model as customers evaluate:
- Quality: Does this brand deliver value?
- Credibility: Can I trust them?
- Relevance: Is it worth my money?
Examples of Brand Response
- Apple: People believe it’s premium and innovative, so they pay more.
- Tanishq: Seen as trustworthy for authentic jewelry.
How to Improve Brand Response
- Collect and showcase reviews.
- Be transparent about pricing and processes.
- Back claims with proof (awards, certifications, testimonials).
4. Brand Resonance – Turning Customers into Loyal Advocates
This is the top of the CBBE pyramid, Brand Resonance.
It’s when your customers don’t just buy from you, they love you, advocate for you, and stick with you for life. For instance, a guy driving a TATA would always recommend TATA cars as they are strong and smooth. Or an iPhone person would always promote iPhone’s features.
That’s free marketing for you. Is it easy? No! Your product should be exceptional, value for money, and your company should offer excellent customer service. When you help your consumers in their difficult times, they remember your generosity.
What Is Brand Resonance?
Resonance means:
- Loyalty: They keep coming back.
- Community: They join groups or engage with other customers.
- Emotional Connection: They feel your brand is part of their identity.
Examples of Brand Resonance
- Harley-Davidson: Riders form clubs and see their bikes as part of who they are.
- Zomato: Customers engage with the brand like it’s a witty friend.
How to Build Brand Resonance
- Create communities: Online groups, events, or loyalty clubs.
- Offer exclusivity: Insider perks or early access.
- Stay personal: Send thank-you notes, personalized offers, and behind-the-scenes updates.
Wrapping Up
The CBBE Model isn’t just a theory; it’s a step-by-step guide to turn your company into a brand. From building awareness to creating emotional loyalty, each stage helps brands grow from being a product to becoming a part of people’s lives.
At GoToClan, we use Keller’s Brand Equity Model to help brands find their voice, shape perception, and build communities that last. Contact us for a free consultation.
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Instagram is one of the most popular digital marketing tools today. But for most businesses, especially in India, the big question is, what is the actual Instagram ads cost? Instagram ads cost is dependent on various elements.
This blog will break down everything you need to know: how Instagram ad cost works, what affects it, and how to spend smartly if you’re targeting Indian audiences.
Why Instagram Advertising Works in 2025
Instagram is more than just a place for selfies and memes; it’s where your future customers hang out. Instagram is booming with over 2 billion active users, and most of them are under 35, the perfect age group for spending on fashion, food, grooming, and even healthcare.
If your business is visual (like beauty, fashion, skin, health, fitness, or food), then Instagram ads give you the perfect platform to show, not just tell.
Here’s why Instagram advertising works so well:
- High Engagement: People engage more with photos, reels, and stories than they do on Facebook or Google.
- Visual Product Fit: If your product or service needs to be seen, like skin treatments or jewelry, Instagram is the ideal place.
- Quick Conversions: With DM ads, story replies, and call-to-action buttons, customers can reach out instantly.
How Instagram Ads Are Priced
Now let’s talk about the most important question: how much do Instagram ads cost in India?
Instagram uses a bidding system. You don’t pay a fixed amount; instead, you compete with other advertisers for the attention of your audience. Your ad is shown based on how relevant and engaging it is, plus how much you’re willing to pay.
Here are the key pricing models:
1. CPC – Cost Per Click
In India, average Instagram ad cost (CPC) ranges from ₹1 to ₹6 per click in 2025, depending on ad format and targeting: e.g., Story ads cost ₹1–₹4, carousel and video ads cost ₹2–₹6. Globally, average CPC on Instagram is around $0.40–$0.70 (₹33–₹59).
2. CPM – Cost Per 1,000 Impressions
In India, Instagram ads cost (CPM) is about ₹7–₹13 per 1,000 impressions.
Meta-wide (Facebook + Instagram), the average CPM is $8.17 (~₹650) as of June 2025.
3. Cost Per Result (Leads, Messages, Conversions)
For CPR or CPL in India, rates typically range from ₹3.5 up to ₹1,500, depending on the industry and campaign quality.
BrandLoom reports cost per lead can span ₹3 to ₹1,500, with CPAs even reaching ₹2,000
If your goal is lead generation or DMs, this is the most important metric to track.
Factors That Affect Instagram Ads Cost India
Let’s break down what actually influences your Instagram ad cost in the Indian market:
1. Target Audience
In India, your audience size and type matter. Narrow targeting like "women aged 25–40 in Mumbai who follow skincare pages" will often cost less and give better results than generic, broad ads.
Instagram ad cost in India depends heavily on location. Tier 1 cities may cost more, but they convert better, too.
2. Ad Placement
You can choose where your ad shows: Feed, Stories, Reels, or Explore. Instagram stories and reels usually perform better for direct messages and have lower costs.
The Instagram ads cost per message is often cheaper for Story placements in India compared to Feed placements.
3. Quality of Your Ad
Yes, the quality of your image, video, and caption matters. Instagram rewards good content. If your ad gets more likes, shares, and saves, your ad cost goes down automatically.
Instagram ads cost India goes up if people skip your ad. So make sure your visuals and copy are scroll-stopping.
4. Objective of Your Campaign
If you're just running a post boost to get likes, it’s cheap. But if you’re running an ad to get leads or calls, the cost is higher, because the value is higher too.
That’s why defining the right objective on the Meta Ads dashboard is key. Instagram ad cost will be aligned with your goal, not just your budget.
5. Budget and Bidding Strategy
Even if you set a ₹500/day budget, how you bid matters. You can go automatic or manual. Auto bidding works for beginners. But if you're experienced, manual bidding gives better control over your Instagram ads cost per result.
Real Instagram Ad Cost Examples From Indian Brands
We recently ran multiple Instagram ad campaigns for a skin specialist doctor in Pune. These campaigns included call-back ads, lead generation ads, acne-specific services, and overall clinic branding.
Here’s a real snapshot from our Meta Ads Manager:
These are actual data points of Instagram ads cost India. As you can see, depending on the ad type and audience, the cost per result varied.
Cost Per Lead Decreased: From ₹160.91 to ₹77.77
Percentage Decrease in CPL: 51.66%
Tips to Reduce Instagram Ads Cost in India
Want better results without burning your budget? These simple tips work:
- In-depth understanding of target audience. What is the age group? What are their preferences? What are their buying journey patterns?
- Visuals perform the best. Over 76% of Instagram audience is GenZ. The era of minimal design is now coming to an end. My opinion! But GenZ loves vibrant and classy designs.
- Copy is still the King. It always is gonna be. Conveying brand message, targeting TG’s pain points, and offering solutions; all in a few words.
- Use regional language if it fits your audience. Hindi or Marathi creatives perform great for local leads.
- Keep your landing page or WhatsApp link ready. The smoother the funnel, the cheaper the conversion.
- Try DM-based ads if you don’t have a full website.
- Add client testimonials or before-after images. They build trust and improve performance.
- Test 2–3 versions of every creative. Sometimes, just changing a color or headline can reduce Instagram ads cost by 40%.
Should You Hire an Agency for Instagram Ads in India?
If you're running ads yourself without a clear plan, chances are you're spending more than needed.
Agencies like Go To Clan specialize in:
- Creating scroll-stopping creatives
- Choosing the right campaign objective
- Tracking real ROI, not just reach
- Reducing your Instagram ads cost in just a few weeks
In fact, for the Pune clinic, we reduced 51% cost by just refining the visuals and targeting.
Final Thoughts: Is Instagram Advertising Worth the Cost in India?
Yes, if done right.
Instagram ad cost in India is still affordable and gives a great return, especially for service businesses. With the right setup, even ₹500 per day can bring leads and calls.
If you’re confused about where to start, or not seeing results yet, maybe it’s time to let the experts take over.
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