top of page

Prustlr: A High-Protein Oatmeal Brand


Performance Marketing


About


Prustlr is a high-protein oatmeal brand revolutionizing the health and nutrition space in India. With 24g of protein per serving and Monk Fruit sweetening, Prustlr makes healthy eating effortless, without sacrificing taste.


They're not just selling oats. They're building a daily health habit for modern Indians.


The Problem


When Prustlr came to us, their paid ads were running at a loss. Here's what the situation looked like:


  • ROAS was broken — every rupee spent was coming back at a loss

  • No structured funnel — no clear path from awareness to purchase

  • Creatives were not performing or converting

  • Pricing was not benchmarked against competitors

  • No bundle strategy despite competitors winning with it

  • No distinction between audience stages (cold vs warm vs hot)


The bottom line: A great product with zero profitable path to the customer.


Our Approach 


Before running a single ad, we structured the entire game plan.


Step 1: Diagnosis

  • Audited existing campaigns and identified where money was being wasted

  • Identified that ROAS was in loss territory from the very start

  • Mapped out what a proper funnel would look like for this brand


Step 2: Competitor Research

  • Studied top competitors in the health & nutrition space

  • Key finding: Winning brands were heavily focused on bundles

  • Decided to mirror this approach and make bundles the core offer

Step 3: Pricing Fix

  • Sorted the pricing structure to be competitive with other brands in the market

  • Ensured the bundle pricing (Pack of 5) offered clear perceived value to the customer


Step 4: Funnel Architecture

Built a 3-stage full funnel from scratch:

Funnel Stage

Objective

Audience

Top of Funnel (TOFU)

Engage & create awareness

Cold audience

Middle of Funnel (MOFU)

Drive website visits & product discovery

Warm audience

Bottom of Funnel (BOFU)

Convert to purchase

Hot / retargeting audience

Challenges We Faced

Challenge

How We Dealt With It

Audience needed education before buying

Built TOFU content focused on awareness, not sales

Ad creatives burning out quickly

Refreshed creatives every 3–4 days consistently

Scripting & ideation at scale

Handled all creative direction, hooks, and scripting in-house

Converting cold audience to buyers

Used a structured funnel to warm them up before selling

Standing out in a competitive health space

Leaned into bundle value proposition and relatable UGC content


What We Did: Execution Breakdown



Top of Funnel (TOFU) — Awareness

  • Created video content to stop the scroll and introduce Prustlr

  • Ran engagement-focused campaigns to reach cold audiences at scale

  • Built UGC-style creatives that felt native to the feed

  • Focus: ThruPlays and reach, not sales


Middle of Funnel (MOFU) — Consideration

  • Created awareness around the product range — Pack of 5 assorted boxes and individual products

  • Directed warm audiences to the website to explore the brand

  • Focus: Website visits and product page views


Bottom of Funnel (BOFU) — Conversion

  • Focused entirely on the bundle offer (Pack of 8 at ₹749)

  • Ran direct conversion campaigns targeting warm and retargeting audiences

  • This stage became the primary revenue engine

  • Focus: Website purchases and ROAS improvement


Creative Strategy

  • Added new creatives every 3–4 days to avoid ad fatigue

  • Created different formats: engagement videos, UGC videos, offer-based static ads

  • All ideation, scripting, time duration, and creative patterns were handled by our team

  • Execution (filming & editing) was done in collaboration with the production team


Campaign Performance


Here's a snapshot of how the campaigns performed:




Results


What we achieved at a glance:


  • ROAS moved from loss → breakeven (no loss, no profit — a solid foundation to scale from)

  • 30+ purchases tracked across active conversion campaigns

  • 305,978 impressions from TOF campaign alone

  • Bundle strategy validated — BOF bundle campaigns drove the highest purchase volume

  • Consistent creative refresh — new ads every 3–4 days kept performance stable


Conclusion


Prustlr had the product. What they needed was the system.


We came in, rebuilt their entire performance marketing approach from scratch — structured the funnel, fixed the pricing angle, built the creative engine, and made bundles the centrepiece of their ad strategy.


The result? A brand that went from running at a loss to breaking even — with real purchase data, validated creatives, and a scalable funnel ready to push toward profitability.


bottom of page