“Buyers meet a different brand in every place.”
The film is premium, the hoarding shouts a discount. We fix one line, one look and one offer a month.
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Strategy · Media & communication planning · Integrated campaign planning
Integratedcampaigns
Since 201565+ in-house team6 cities
One idea in every channel. One budget, one scoreboard.
A strategist calls you in one working day.
/ 01 Integrated marketing campaign
One campaign,not five briefs.
Five channels with five briefs and five reports add up to five bills. PromotEdge plans integrated marketing campaigns for Indian brands.
One idea runs in every channel, so every rupee is judged on enquiries and sales, not on how good the film looks.
Right now your TV film, newspaper ad, hoardings, Google ads and dealer scheme may each say something different. Our media planning page covers where the money goes. This page covers what you say in each place, and how you will know it worked. Entering a new state? Pair it with a go-to-market plan.
Here is a test for this week. Write your campaign line five ways. Make it a film script, a quarter-page ad, a hoarding, a WhatsApp message and the one sentence a dealer says at the counter. If it works in only one, it is a tagline, not a campaign idea.
Think creative. Act on numbers. Same idea does not mean same ad: TV makes you familiar, the newspaper carries the dated offer, the dealer closes. We never launch everywhere at once. We run the idea in one market and compare it with a similar market that saw nothing.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What's included
What a campaign planputs in your hands.
| Part | What you receive |
|---|---|
| Campaign brief | A one-page brief with the business number, buyer, market and the one thing to change, signed by every agency and your sales team |
| Idea routes and channel sheet | Two or three routes, each drafted in five formats, and a sheet for agencies and dealers: lines, look, offer |
| One budget | A split into pilot, rollout and reserve on one page, with the reason for every line |
| Pilot plan | One market, one or two channels, a similar market to compare, a start date and a stop rule |
| Scoreboard | One monthly view: enquiries by source, cost per lead, branded search and sales by market |
| Rollout calendar and briefs | Channels and markets added in steps, timed to your season, with short briefs for each team |
Making the film and booking the media are separate costs. See media buying and creative campaigns.
/ 03 Common hurdles
What usually gets in the way,and the way through.
“Every agency sends a report, and the numbers don't add up.”
Before anything goes live we agree one scoreboard and one set of campaign codes, so no enquiry is counted twice.
“We launched in six states and ran out of money in two months.”
We split the budget into a pilot, a rollout and a reserve before booking a single slot, and start in one market.
“The sales team heard about the campaign from a hoarding.”
Your dealers close the sale, so they get the brief, the offer and a ten-second line before the first ad runs.
“We have five briefs and one deadline.”
Start with one brief that your TV, outdoor, digital and dealer teams all sign. If the worry is whether any of it works, a marketing audit comes first.
Change is the only constant.
Want to see if your campaign line survives all five formats? Send it, and we will say where it breaks. Get a free growth plan
/ 04 How we work
From one briefto a campaign that has earned its budget.
The pilot sets the pace. We confirm the timeline in the quote.
- 01
Listen first
Your sales head, dealers and finance tell us what was won, lost and discounted.
- 02
Write the one-page brief
One number, one buyer, one market, one thing to change. We sign it before any idea is drawn.
- 03
Try the routes in five formats
Each route becomes a script, a press ad, a hoarding, a WhatsApp message and a dealer line.
- 04
Split one budget
A pilot, a rollout and a reserve. We agree in writing what result releases the rollout share.
- 05
Pilot in one market
One city or district where you have dealers, with a similar market left alone for comparison.
- 06
Read the pilot, then widen
We keep what moved enquiries and sales and drop the rest. For tracking, read analytics and tracking.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
How we deliver it, and why
How your business model changes the plan
A dealer-led B2B (business-to-business) firm briefs dealers first. A D2C (direct-to-consumer) brand starts with search and social, then adds outdoor in cities where orders cluster. A franchise plans by outlet area. A marketplace seller times offers to sale days.
- One brief, signed by all. Five briefs make five campaigns. A one-page brief.
- Draft the idea in five formats. An idea must survive a hoarding and a dealer's sentence. Routes with drafts.
- Pilot in one market first. A small test costs less than a wrong launch. A pass mark and a stop rule.
- Move money by the scoreboard. Numbers, not mood, decide the rollout. A monthly view.
AI in campaign planning: today and next
Today: Google
In Google's Performance Max, you enter a landing page and Google AI suggests headlines, descriptions, images and logos. It may also make a video if you give none. Google calls this experimental and asks you to review every asset before publishing.
Source: Google Ads Help, Performance Max asset generation, read 10 October 2026
Next
Our view: drafts will get cheaper, so the campaign idea and the scoreboard matter more. Want us to check yours? Ask us.
Planning a launch or a festive season? Tell us the date and the markets. Talk to us
/ 05 Cost
What affects the cost of campaign planning.
We don't publish a price list. We quote after a first conversation, against a written scope, within 2 working days. Media and production stay out of our planning fee. Pilot spend is shown at actuals before you approve it.
What affects the cost
- How many markets and languages the campaign speaks in
- How many channels are in the mix, and how many agencies need a brief
- The size of the pilot, and the market chosen for comparison
- One campaign, or a full season's calendar with monthly reviews
How we quote
- We talk about the number you want to move and the money you have
- We write down the scope: markets, channels, routes, pilot and scoreboard
- You approve the quote, with every outside cost on its own line
What you get in the quote
- The idea routes drafted in five formats
- The pilot plan, and who runs each part
- The scoreboard and the monthly report
When you compare quotes, ask whether a pilot and one shared scoreboard are included.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Keep exploring
Related pages.
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What people say
In their own words
“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. …”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh India“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!! …”
Harsh GuptaManaging Director at Rishta Foods“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. …”
Anish Basu MallikMarketing Executive at Unimark Group
No pressure. No sales pitch.
Tell us what you launch next.We'll show you how to test it small.
Straight answers.
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It is one campaign, built on one idea, planned from one brief and one budget, and shown in every channel your buyer meets. A TV ad and a social post briefed separately are two campaigns. The wider idea of integrated communication is on our media planning page.
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A media plan decides where and when the money goes. An integrated campaign plan decides what you say in each place, tests it small and sets the numbers. Many brands need both. If you spend in one channel only, you need that channel run well, and we will say so.
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We run it in one market where you have dealers, in one or two channels, and compare it with a similar market that got nothing. The pass mark and stop rule are agreed before launch. If the numbers are flat, we change the idea or the channel before adding budget.
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What can't be measured can't be achieved, so we agree the scoreboard before launch and note where each number stands today. It holds enquiries by source, cost per lead, searches for your brand name, and sales in markets that saw the campaign against those that did not.
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Yes. We write the campaign brief and the scoreboard, and your agencies keep making what they make well. If an agency's idea is better than ours, we will say so. One senior planner holds the brief, from the first talk with your sales team to the monthly report.
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Our in-house team of 65+ people, with industry consultants and partner agencies where a job needs them. Our servicing team is based in cities across India. We meet you in your city at least once every three months, and pilots run in one of your own markets.