INDIA

D2C APPAREL, SHARK TANK BRAND

PERFORMANCE CREATIVE

TURMS: Dhoni-backed. Shark Tank-funded. Yet the product's strongest proof wasn't making it into the ad creatives.

A Shark Tank apparel brand with a genuinely provable claim, stain-proof shirts, was running ads that could only describe it, not show it. Here's the creative system we built to fix that.

ORIGIN

Acquired and relaunched in 2022 by Surendra Singh Rajpurohit, a former customer who turned a struggling brand into a Shark Tank success story.

ORIGIN

Acquired and relaunched in 2022 by Surendra Singh Rajpurohit, a former customer who turned a struggling brand into a Shark Tank success story.

UNIQUE CLAIM

Genuinely demonstrable tech: anti-stain, anti-odor, and anti-bacterial fabric across shirts, jeans, and socks, not just a marketing line.

UNIQUE CLAIM

Genuinely demonstrable tech: anti-stain, anti-odor, and anti-bacterial fabric across shirts, jeans, and socks, not just a marketing line.

CREDIBILITY

Sealed a ₹1.2 crore deal on Shark Tank India, with 4 lakh+ units sold and cricketer MS Dhoni among its known customers.

CREDIBILITY

Sealed a ₹1.2 crore deal on Shark Tank India, with 4 lakh+ units sold and cricketer MS Dhoni among its known customers.

FULL RANGE

From 30-day no-wash jeans to 7-day no-smell socks and cooling t-shirts, a genuinely wide ‘intelligent apparel’ range.

FULL RANGE

From 30-day no-wash jeans to 7-day no-smell socks and cooling t-shirts, a genuinely wide ‘intelligent apparel’ range.

Pain Point

Turms had one of the most provable product claims in Indian apparel. Its ads never actually proved it.

A shirt that resists stains is a claim you can demonstrate in seconds: pour something on it, wipe it off, done. But Turms' ad account was 100% static images. A static image can tell you a shirt won't stain. It can't show you. For a product whose biggest strength is something you have to see happen, relying only on statics meant the ad format itself was working against the product, not for it. Every scroll-past was a missed chance to actually prove the claim, not just state it.

“When a product's biggest differentiator is demonstrable, the creative should be the proof."

Services deployed
PERFORMANCE CREATIVE STRATEGY
PERFORMANCE CREATIVE STRATEGY
SCRIPTWRITING & HOOK DEVELOPMENT
SCRIPTWRITING & HOOK DEVELOPMENT
SCRIPTWRITING & HOOK DEVELOPMENT
CAMPAIGN SHOOT PRODUCTION
CAMPAIGN SHOOT PRODUCTION
CAMPAIGN SHOOT PRODUCTION
FUNNEL-MAPPED VIDEO CREATIVE
FUNNEL-MAPPED VIDEO CREATIVE
FUNNEL-MAPPED VIDEO CREATIVE
META AD CREATIVE
META AD CREATIVE
META AD CREATIVE
POST-PRODUCTION & EDITING
POST-PRODUCTION & EDITING
POST-PRODUCTION & EDITING
UGC & INFLUENCER MARKETING

What We Did

The team behind it: Brand and performance strategists | Scriptwriters | a Videography team | and Editors worked the account together, building the creative system before a single frame was shot.

The team behind it: Brand and performance strategists | Scriptwriters | a Videography team | and Editors worked the account together, building the creative system before a single frame was shot.

Strategy first.

We built the full ad creative strategy, hooks, scripts, and shoot plan, before booking any production, so the shoot day had a clear brief instead of a loose shot list.

Every script mapped to a funnel stage.

Each of the 12 scripts was written for a specific place in the funnel, and deliberately weighted toward bottom-of-funnel, conversion-ready hooks rather than spreading equally across top, middle, and bottom.

One coordinated shoot day, reels only.

All 12 pieces were shot as reels, not statics, since static creative was already being handled in-house, statics weren't the gap that needed filling.

Post-production, then handed off.

Every reel was edited and sequenced in post, then delivered fully ready to Turms' in-house team to run directly on their ad accounts.

01

Built the full ad strategy from scratch: hooks, scripts, shoot plan.

Turms didn't need more ads. It needed a reason each ad existed. We wrote every hook and script against a specific claim or objection before touching a camera, so the shoot had a strategy behind it, not just a shot list.

03

Mapped every reel to a funnel stage, weighted toward conversion.

Not every ad needs to do the same job. We deliberately built fewer top-of-funnel pieces and more bottom-of-funnel, conversion-ready ones, so the account had more creative doing the harder job of closing, not just the easier job of getting views.

02

Skipped statics and shot all 12 pieces as reels.

Turms was already running static creative. We didn't duplicate it, we filled the gap: 12 reels, zero statics, built specifically to show the product's claims in motion instead of restating them in a caption.

What we did

05

Built the full ad strategy from scratch: hooks, scripts, shoot plan.

Post-production turned raw footage into 12 finished, funnel-tagged ad videos, handed directly to Turms' in-house team to launch, not a folder of raw clips needing further work.

04

Shot everything in a single coordinated production day.

All 12 reels were ideated, strategized, and produced in one shoot day, run against the pre-approved scripts so nothing was improvised on set that hadn't already been decided in strategy.

Before & After

Before

After

Ad format

100% static images

12 conversion-mapped video reels

12 conversion-mapped video reels

Claim proof

Stated in copy

Shown in motion, stains wiped, fabric demonstrated

Shown in motion, stains wiped, fabric demonstrated

Funnel coverage

Undefined, mostly top-of-funnel by default

Deliberately weighted toward bottom-of-funnel

Deliberately weighted toward bottom-of-funnel

Creative process

Ad-hoc, no unified strategy behind each ad

Full strategy, hooks and scripts, before any shoot

Full strategy, hooks and scripts, before any shoot

Production

No dedicated video ad production

One coordinated, single-day shoot for all 12 pieces

One coordinated, single-day shoot for all 12 pieces

Ad performance

Static-only creative, [INSERT] ROAS

Reel-led creative live, ROAS improved

Reel-led creative live, ROAS improved

We weren't posting more. We were posting with intent — every piece tied to a positioning decision, not a content-calendar slot to fill.

We weren't posting more. We were posting with intent — every piece tied to a positioning decision, not a content-calendar slot to fill.

We weren't posting more. We were posting with intent — every piece tied to a positioning decision, not a content-calendar slot to fill.

Results

From 1.5 to 4X ROAS

ROAS Improvement

From 3 shoot days to 1

Reduction in shoot days

12

Reels every month

From 1.5 to 4X ROAS

ROAS Improvement

From 3 shoot days to 1

Reduction in shoot days

12

Reels every month

Beyond the numbers

A claim that used to live only in copy now gets demonstrated on screen, in a format built for how people actually decide to buy.

A funnel-mapped creative library instead of a single generic ad running everywhere:

A repeatable production model: strategy, then a single coordinated shoot day, instead of ad-hoc requests for one video at a time

Image
Image
Image

A claim that used to live only in copy now gets demonstrated on screen, in a format built for how people actually decide to buy.

A funnel-mapped creative library instead of a single generic ad running everywhere:

A repeatable production model: strategy, then a single coordinated shoot day, instead of ad-hoc requests for one video at a time

Image
Image
Image

A claim that used to live only in copy now gets demonstrated on screen, in a format built for how people actually decide to buy.

A funnel-mapped creative library instead of a single generic ad running everywhere:

A repeatable production model: strategy, then a single coordinated shoot day, instead of ad-hoc requests for one video at a time

Image
Image
Image

Takeaways for Brand

Takeaways for Brand

Pin icon image

Your ads can't run on one format.

Different claims, different funnel stages, and different objections all need different creative, one format can't carry all of it.

Pin icon image

If you can prove it, show it.

Static images state a claim. Video demonstrates it, use the format that matches how provable your claim actually is.

Pin icon image

Fill the gap, don't duplicate what's already working.

If statics are covered, the next investment is the format that isn't.

Pin icon image

A script is a decision, not a suggestion.

Writing the hook before the shoot means nothing gets improvised on set that should've been strategized first.

Pin icon image

One well-planned production day beats a dozen disconnected shoots.

Coordinated production is cheaper and faster than one-off requests.

Pin icon image

Your ads can't run on one format.

Different claims, different funnel stages, and different objections all need different creative, one format can't carry all of it.

Pin icon image

Fill the gap, don't duplicate what's already working.

If statics are covered, the next investment is the format that isn't.

Pin icon image

One well-planned production day beats a dozen disconnected shoots.

Coordinated production is cheaper and faster than one-off requests.

Pin icon image

If you can prove it, show it.

Static images state a claim. Video demonstrates it, use the format that matches how provable your claim actually is.

Pin icon image

A script is a decision, not a suggestion.

Writing the hook before the shoot means nothing gets improvised on set that should've been strategized first.

01

Built the full ad strategy from scratch: hooks, scripts, shoot plan.

Turms didn't need more ads. It needed a reason each ad existed. We wrote every hook and script against a specific claim or objection before touching a camera, so the shoot had a strategy behind it, not just a shot list.

02

Skipped statics and shot all 12 pieces as reels.

Turms was already running static creative. We didn't duplicate it, we filled the gap: 12 reels, zero statics, built specifically to show the product's claims in motion instead of restating them in a caption.

03

Mapped every reel to a funnel stage, weighted toward conversion.

Not every ad needs to do the same job. We deliberately built fewer top-of-funnel pieces and more bottom-of-funnel, conversion-ready ones, so the account had more creative doing the harder job of closing, not just the easier job of getting views.

04

Shot everything in a single coordinated production day.

All 12 reels were ideated, strategized, and produced in one shoot day, run against the pre-approved scripts so nothing was improvised on set that hadn't already been decided in strategy.

05

Built the full ad strategy from scratch: hooks, scripts, shoot plan.

Post-production turned raw footage into 12 finished, funnel-tagged ad videos, handed directly to Turms' in-house team to launch, not a folder of raw clips needing further work.

What we did
Portfolio image
Portfolio image

Ready to look like you're already winning?

Ready to look like you're already winning?

Tell us about your project whether it’s a Website, Branding, or Social Media.

Tell us about your project whether it’s a Website, Branding, or Social Media.

Dubai × Bengaluru

hello@firstdraftstudio.in

Limited Client Partnerships

Dubai × Bengaluru

hello@firstdraftstudio.in

Limited Client Partnerships

Available for work

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Our team

#Creative Squad

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