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Ryze
Project Dates: January 2023
Scaling a Nicotine Brand to ₹20M in Sales Within 4 Months Without a Single Ad Rejection on Meta
₹20M
Total Sales (Jan–Sep)
31x
Scaling Growth
₹2.2M
Peak Monthly Revenue (September)
Zero
Ad Rejections on Meta
Context
Ryze offers an NRT gum positioned as a modern alternative to tobacco chewing and smoking in India – pharma-inspired, sugar-free, soft-chew, available in local flavors including Masala, Mint, Fennel, and Fruit Blast. The brand faced three structural blockers on Meta: constant ad account and pixel bans due to category sensitivity, a 60-day pixel freeze that wiped out acquisition signals and conversion tracking, and spend ceilings that prevented budget scaling entirely.
Objectives
- Operate in a restricted category without a single ad rejection
- Rebuild conversion tracking after a 60-day pixel shutdown
- Scale from launch revenue to peak monthly revenue within 4 months
What we did
- Hygiene – Ad account safety audit and health checks
- Tracking – Custom advanced tracking framework to bypass platform signal loss via persistent server-side event flow
- Angles – Testing multiple psychological creative angles
- Creators – Influencer-led expansion for social proof
- Scale – Gradual budget escalation framework
- Reconstructed tracking to align strictly with Meta’s category restrictions
- Restored account stability and approvals in the highly restricted Nicotine category
