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Strategy Project · Media Planning
Perfora — Building a ₹1 Crore Go-To-Market Media Plan
A full-funnel media plan for a Shark-Tank-backed oral care brand, positioning through budget allocation, in one page.
Brand
Perfora
Category
Oral Care
Budget
₹1 Cr
Funnel Stages
4
Coursework, not a live campaign. Real strategic thinking, applied to a practice brief. Full deck below.
Positioning
“Perfora is a next-generation oral care brand that transforms everyday dental routines into a premium self-care experience.”
Brand Positioning Statement
Founded 2021 · Shark Tank India S2
₹80–₹3,500+ price range
Category growing ~9%/yr, only 5% penetration
Audience
Two personas, two different triggers
IM
Ishita, 26
Primary Audience
TriggerDull smile on video calls
BarrierNo time for a 2-min routine
Buys forPretty packaging, toxin-free, quick win
RM
Rohan, 31
Secondary Audience
TriggerStained teeth before a big meeting
BarrierDoesn’t want it to feel like makeup
Buys forFits his routine, no extra effort
Customer Journey
Scroll-past reel → Amazon checkout
Recognition
Scrolls past a reel
Awareness
Notices the message
Interest
Relates it to himself
Desire
Trust builds via reviews
Action
Buys on Amazon
The Media Plan
₹1 Crore, allocated by funnel stage
Meta + YouTube
Disrupt the “brushing is a chore” habit
Google Demand Gen
Educate on color-correction science
Search + Quick-commerce
Catch active intent, Blinkit/Zepto
Retargeting
Close the loop on near-converts
Why It Works
Bottom-heavy
45% at convert + retarget, recall was already there
10-min delivery
Quick-commerce weighted for instant fulfilment
1 funnel, 2 personas
Same creative system, different entry triggers
Real competitor set
Benchmarked vs Colgate + HiSmile, not just D2C peers
Want this thinking on your brand?
Same process I run on paid client briefs: positioning, audience research, a budget that defends itself.