We Gave Beco Just One Asset. It Gave Us 3.2x ROAS
The Ask: A Green Brand with a Growth Dilemma
Beco is a brand built for the eco-conscious. But their ambition went far beyond building awareness. They wanted visibility at scale. The kind that doesn’t just get noticed but gets remembered.
Their mission? Make sustainable choices the obvious, default switch for Indian households.
The product lineup was solid: biodegradable garbage bags, reusable kitchen towels, plant-based liquid cleaners.
The branding was clean and ethical.
The performance marketing machine was already running.
Still, something was missing.
The ads weren’t converting. There was a clear gap between visibility and actual buying behavior.
Beco needed creatives that could close that gap. Not by preaching about the planet, but by using sharp, culture-driven content that sold sustainability without making it feel like homework.
That’s where we came in.
The Strategy:
No leafy montages.
No slow-motion waterfalls.
No “this is good for the Earth, please care” monologues.
We dropped every tired sustainability trope.
Instead, we looked for raw, real moments from everyday life where eco-friendly choices could shine. Moments that felt effortless and unapologetic.
Here were the internal rules:
- Hook the viewer in under 2 seconds
- Make it about the person, not the product
- Let humor, relatability, and daily frustrations do the heavy lifting
We weren’t trying to educate people who already knew why eco matters.
We were here to entertain them enough to act.
The Creative Execution: Sharp, Snappy, and Selling Without Selling
We built a world that looked exactly like our audience’s homes. Messy kitchens. Overflowing dustbins. Clumsy cleanups. Passive-aggressive kitchen fights.
But we didn’t just highlight the problems.
We dramatized them with characters that felt alive, sharp, sarcastic, and painfully relatable.
There was no need for a brand voiceover.
The characters naturally brought the Beco story to life through their everyday messes.
Some highlights:
Hook 1:
Khaana toh accha banata hai, lekin bartan vahi chhod deta hai!
A wife walks into a kitchen that looks like a crimescene.
Beco dishwashing liquid steps in quietly. No lectures, just squeaky clean satisfaction and a victorious grin.
Hook 2:
(Embed: https://youtube.com/shorts/Bkt-B0IwgH8?si=OG8sPdi98xqL-i4v )
I have a confession to make… people think I’m put-together.
Cut to a woman spilling chutney, slipping in puddles, and making one clumsy mistake after another.
Beco Swipe To Wipe steps in to clean the mess and rescue her routine.
Hook 3:
(Embed: https://youtube.com/shorts/_9Q-FPFkgTQ?si=j2EIS-flyAcl1LZe)
I was fed up of trying every product to clean my kitchen.
A woman throws paper towels, sighs at kitchen rags, and struggles to make her space feel clean.
Then comes Beco’s reusable kitchen towel. One swipe. Spotless.
Each piece was built around one human insight, one pain point, and one satisfying resolution. All under 45 seconds.
The result?
Ads that didn’t feel like ads.
Stories that felt like mini-episodes from real life.
And every time Beco saved the day, the emotional payoff and purchase intent got stronger.
Behind the Scenes: The Ideation Engine
These videos didn’t just “click” by chance. They were carefully engineered.
Here’s how we built the machine behind the execution.
1. We Reverse-Engineered Attention
Before writing scripts, we studied what made people stop scrolling in the home and hygiene category.
What we found: humor plus confession was gold.
Audiences loved when an ad opened like a personal secret or awkward self-own.
2. We Treated Every Script Like a Cold Open
Think sitcoms. You’re thrown into the moment, with no setup or context.
That’s exactly how we built our scripts.
No brand intros.
No slow pacing.
Just straight into the emotional or physical mess.
Only after that did Beco quietly step in.
3. We Replaced Brand Language with Character Language
We scrapped robotic benefits and wrote like actual people talk.
Bad: “With Beco you can effectively get rid of the odours that linger in your kitchen sink.”
Good: “Say goodbye to stinky sinks with the magic of Beco.”
It made every line feel natural instead of scripted.
4. We Tested Hooks in the Wild
Before final production, we tested hooks on small organic pages.
We measured:
- Which lines made people stop
- Which jokes landed
- Which confessionals felt fake
Only the proven winners made it into the final campaign.
The Impact: Conscious Meets Conversion
Our videos became top-performing assets across Meta and Google.
But more importantly, they weren’t just “great for an eco brand.”
They stood up against FMCG giants and outperformed them in engagement and click-through rates.
Key Results:
- 3.2x ROAS over the full campaign
- 28% drop in cost per acquisition
- 60% spike in conversions across dishwashing liquid, reusable towels, stain wipes, and laundry cleaners
- 5 high-performing videos adapted for Zepto, Swiggy Instamart, and Amazon
Beco’s name began appearing in search queries across marketplaces. A strong sign of growing brand recall.
The Secret: Entertain First, Educate Later
Why did it work so well?
Because we didn’t talk down to the audience.
We made them laugh.
We made them feel seen.
We helped them solve something small in their daily life, and quietly added a layer of sustainability on top.
It was never about shouting “buy green.”
It was about whispering “this makes your life easier… and it just happens to be green.”
That whisper went further than any shout ever could.
Final Word: Movements Start with Momentum
Sustainability isn’t optional anymore. It’s essential.
But logic alone doesn’t move people. Emotion does.
Visibility builds preference.
Relatable storytelling builds brand love.
With Beco, we proved that you don’t need to be boring to be better.
You don’t need to guilt-trip to be green.
You just need to show up where it matters. With humor. With real talk. With a genuinely great product.
Because when you stop trying to sound sustainable and start sounding human, you don’t just win conversions. You create movement.
And that’s exactly what we did.
