Abhee Kalp Journal
Autopsy
Brand post-mortems from the marketing morgue — Indore edition.
Every dead campaign has a cause of death. Most agencies in Indore quietly bury the body, send a polished PDF, and move on to the next retainer. We do the opposite. We open the campaign up, examine the creative, the targeting, the landing page, the budget pacing and the offer — then tell you exactly what killed it. Because the only thing more expensive than a failed campaign is failing the same way twice. This column is a running archive of the campaigns we've autopsied for restaurants, real-estate builders, D2C founders, coaching classes and clinics across Indore and Madhya Pradesh.
Why post-mortems matter more than case studies
Case studies are marketing fiction. They show you the highlight reel after the dust settled and the numbers were cherry-picked. A post-mortem shows you the bleeding. A campaign that flopped at 0.3% CTR, ₹47 CPC and zero leads is a free MBA — if you read the autopsy report instead of writing a fresh brief and praying to the algorithm gods. Every dead campaign carries three layers of information: what the audience didn't want, what the creative didn't say, and what the offer didn't earn. Skip the autopsy and you're guaranteed to repeat at least one of those mistakes on your next ₹50,000 spend.
The Indore case files
Restaurant in Vijay Nagar burned ₹62,000 on Meta ads with a beautiful reel — and no menu CTA, no WhatsApp number, no booking link. Result: 480k impressions, 11 walk-ins. A real-estate builder in Super Corridor paid for impressions while every actual lead went to JustDial because their Google Business Profile had no photos, no posts and a 3.1 rating. A coaching class in Bhanwarkuan ranked #1 on Google — for a keyword nobody in their target batch was searching. A skincare D2C brand from Indore spent six months on Instagram aesthetics and forgot to set up retargeting; 92% of warm visitors evaporated. Each story is dissected with screenshots, ad-account data, the exact moment things went wrong, and the cheaper fix that would have saved the campaign.
The seven warning signs your campaign is about to die
We've now autopsied enough Indore campaigns to spot the patterns early. The warning signs: a brief that can't name the customer in one sentence; creative that looks great but has no offer above the fold; CPM rising while CTR is flat (you're paying more to bore the same audience); no UTM tags, so attribution is guesswork; landing pages with three CTAs fighting each other; a 'boost post' culture instead of a structured campaign; and a founder who reviews ads emotionally instead of by number. If three of these are true on Monday, your campaign is on life support by Friday.
What you'll take away from this column
Every edition gives you a checklist, a teardown and a rescue move. The checklist is what to verify before you spend the next rupee. The teardown is an anonymised look at a real Indore campaign that died — and why. The rescue move is the exact change we'd make in the first 48 hours of inheriting that account. Read three editions and you'll start spotting the same patterns in your own ads. Read ten and you'll never write a brief the same way again.
ऑटोप्सी — कैम्पेन का पोस्ट-मॉर्टम
इंदौर के मरे हुए कैम्पेन्स की असली कहानी।
हर fail हुए कैम्पेन के पीछे एक कारण होता है — गलत audience, कमज़ोर creative, बिना CTA की landing page, या भावनात्मक decision-making। हम इस कॉलम में इंदौर के restaurant, real-estate, coaching और D2C ब्रांड्स के असली flop कैम्पेन्स को dissect करते हैं — screenshots और ad-account data के साथ। तीन warning signs जो बताते हैं कि आपका कैम्पेन dying है: brief में customer का नाम स्पष्ट नहीं, CPM बढ़ रहा है लेकिन CTR flat है, और founder ads को emotion से judge कर रहा है। हर edition में एक checklist, teardown, और 48 घंटे का rescue move मिलता है।