The challenge
A new-to-market neobank with a strict CPI target (₹45) and a small window before RBI-driven incentive cycles ended.
Our approach
We architected an always-on UAC + Meta App Promotion structure with server-side CAPI, deferred deep-links and a creative pipeline of 30 UGC-style ads per week. Every ad tied back to an MMM panel so we could distinguish scale from cannibalisation.
250K
Installs
-62%
CPI
4.3x
LTV/CAC
Outcome
250K installs in 90 days at ₹17 CPI — 62% under target. D7 retention at 41% vs category benchmark of 22%.
“We shipped creative faster than our product team shipped features. That’s the ITMA difference.”
Rahul Menon
Head of Growth, Payly
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