Listed industrial pumps manufacturer serving 12 Indian states
Dewatering-pump demand spikes in flood-prone pincodes during the northeast monsoon - but blanket campaigns burned budget on dry regions and missed the trigger moment in wet ones.
Mapped every flood-prone pincode across 12 states with historical rainfall and demand data.
Wired OpenWeatherMap feeds into a rule engine - rainfall crossing a threshold at pincode level auto-activated campaigns.
Creative shifted from awareness to 'buy now' as the storm cell moved, with dealer locator surfaced in-ad.
IVR + call tracking closed the loop between ad impression and dealer enquiry.
Weekly readout with sales; monthly with marketing leadership.
The programme delivered the strongest ROI in the brand's monsoon history - spend flowed only when and where demand existed, and every enquiry could be traced back to a specific weather trigger.