One engine, many channels
Unified Meta, Google, YouTube Masthead, DV360, programmatic DSP/SSP and TikTok into a single planned system — coordinated frequency and one measurement frame instead of siloed buys.
Berger Paints · 2022–2024 · Jarvis Digital · Full-funnel programmatic
Scaled Bangladesh's #1 paint brand across a full-funnel programmatic media engine
Berger Paints leads the Bangladesh paint market with roughly 80% share. Agency-side at Jarvis Digital, I owned its media buying for two years — unifying Meta, Google, DV360, programmatic and TikTok into one measurable engine that scaled monthly spend 5× while cutting CPM and lifting brand recall for the premium Luxury Silk line.
- Role
- Media Buying & Planning
- Brand
- Berger · ~80% share
- Channels
- Meta · Google · DV360 · DSP/SSP · TikTok
- Budget
- ৳30L → ৳150L / month
Results at a glance
5×
Monthly media budget scaled (৳30L → ৳150L)
−30%
CPM reduced across the media mix
+30%
Ad-recall lift in year two → Top of Mind
#1
Category leader defended — Luxury Silk focus
The brand
A market leader that still had to defend the top
Berger Paints is the most recognised paint brand in Bangladesh, holding roughly 80% market share. Leading a category doesn't ease the pressure — it raises it. The mandate over two years, agency-side at Jarvis Digital, was to convert Berger's scale into a modern, measurable media engine: grow reach efficiently, protect brand memory, and make the premium Luxury Silk sub-brand the default choice in its segment.
That meant moving beyond isolated platform buys toward a single, data-connected system — where every taka of media, every impression, and every offline sale signal informed the next decision.
What I set out to do
- Scale monthly media investment 5× without letting efficiency slip
- Reduce CPM across a rapidly growing media mix
- Keep Luxury Silk top-of-mind in a premium, competitive segment
- Prove brand impact through ad recall, not vanity metrics
- Close the gap between online media and an offline-heavy purchase journey
- Activate offline & CRM data into personalised, one-to-one communication
The approach
Run every platform as one engine — and scale without waste
Rather than optimising each platform in isolation, I planned the channels as a single system with coordinated frequency, shared audiences and one measurement frame — then grew the budget in controlled steps so cost fell as investment rose.
Scale spend, not waste
Grew the budget 5× in controlled steps, reallocating toward the lowest-CPM, highest-attention placements so unit costs fell rather than rose.
Brand defence for Luxury Silk
- Reach-and-recall campaigns tuned to mental availability
- Ad-recall measurement to hold Top-of-Mind in the premium segment
- YouTube Masthead and video for launch-scale reach moments
- Consistent distinctive assets carried across the full funnel
Data, offline & automation
- Offline and CRM data integrated into the marketing & analytics platforms
- Real purchase signals — not just clicks — guiding optimisation
- AI-personalised WhatsApp messaging built on the backend data flow
- A closed loop from in-store and dealer signals back into media
The channels
Six platforms, orchestrated together
Meta Ads
Reach, engagement and retargeting across Facebook & Instagram.
Google Ads + Masthead
Search, Demand Gen and YouTube Masthead for launch-scale reach.
DV360
Programmatic display & video with precise inventory control.
Programmatic DSP
Audience-led buying across the open exchange at scale.
SSP inventory
Supply-side deals for premium, brand-safe placements.
TikTok
Short-form, culturally-native storytelling for newer audiences.
The creative
Brand-led campaign creative
Distinctive, brand-consistent creative that carried Berger's recognition into the feed — the storytelling that made the reach and recall gains stick.
The results
More spend, lower cost, stronger memory
| Metric | Result |
|---|---|
| Monthly media budget | ৳30L → ৳150L (5×) |
| CPM efficiency | −30% across the mix |
| Ad recall — Year 2 | +30% → Top of Mind |
| Platforms orchestrated | 6 as one engine |
| Offline integration | CRM → media → AI WhatsApp |
| Market position | Category leader (~80% share) |
Figures reflect the media-buying and performance results owned on the Berger account, agency-side at Jarvis Digital. Market-share figures are public brand context.
Category leadership isn't held by spending more — it's making every impression, and every offline signal, work harder than the last.
Mahdi Hasan · Media Buying & Planning, Berger (Jarvis Digital)
Execution snapshot
How the media engine was run
| Focus | Implementation |
|---|---|
| Engagement | Agency-side media buying & planning on the Berger account at Jarvis Digital (~2 years) |
| Hero sub-brand | Luxury Silk — premium interior emulsion |
| Market | Bangladesh (national) |
| Key channels | Meta · Google Ads + YouTube Masthead · DV360 · Programmatic DSP · SSP · TikTok |
| Measurement | Ad-recall & brand lift, CPM efficiency, CRM-integrated offline conversions |
| Automation | CRM → analytics/ad platforms → AI-personalised WhatsApp messaging |
My role
What I owned
- Owned media buying & planning for the Berger account, agency-side at Jarvis Digital
- Scaled monthly media investment from ৳30 lakh to ৳150 lakh
- Orchestrated six ad platforms as a single, measured engine
- Drove CPM efficiency and brand-recall gains for the Luxury Silk line
- Integrated offline & CRM data with the marketing and analytics stack
- Set up AI-driven WhatsApp lifecycle messaging on the backend data flow
What I took from it
Key insights
Scale isn't waste
Disciplined reallocation let spend grow 5× while CPM fell — efficiency and scale aren't a trade-off if the mix is planned as one.
Recall is a moat
Measuring ad recall kept a leader ahead, not just seen — brand memory is the defensible asset in a mature category.
Offline is the point
In a physical category, integrating CRM and offline data made media honest and optimisation real.
Automate the follow-up
An AI WhatsApp layer turned connected data into timely, personal one-to-one contact at scale.
Why this case matters
Defending a leader is its own kind of growth
Holding ~80% of a market is harder to grow than it looks. By unifying six platforms into one measurable engine, scaling spend without scaling cost, and wiring offline data back into media, Berger's investment worked harder at every step — protecting the leader's position while making the premium Luxury Silk line the default choice in its segment.
Brand website
www.bergerbd.com ↗