Not a campaign case study. A six-year partnership that took a bootstrapped supplement brand through packaging, positioning, celebrity marketing, performance scale, and eventually an acquisition that turned it into a stock market listed company.
When GetMyMettle came to Clicks Bazaar in 2019, there wasn't much to work with. The brand had just started. Whatever was selling, sold through offline distributors, slowly, the way most supplement brands built distribution back then, one retailer relationship at a time.
The packaging told the whole story. Black boxes, plain, forgettable, built for a shelf next to a hundred other supplement brands doing the exact same thing. Nobody was thinking about how it would look sitting in someone's Instagram feed or on a product page, because nobody had built anything online yet. There wasn't a version of this brand that existed digitally.
That was the actual starting point. Not a brand that needed a marketing boost. A brand that needed to be built almost from scratch for a channel it had never touched.
Four to five orders a day is rarely just an ads problem. It's usually weak visibility, a leaking funnel, and no brand presence backing anything up, all at once. Fixing one piece and leaving the rest broken doesn't move the number. Clicks Bazaar took on the whole picture.
The first real problem was obvious once online sales got tested, the packaging wasn't getting any response. People weren't buying, and the packaging was a big part of why. Black boxes don't sell online the way they might on a physical shelf where someone's already holding the product in their hand. Online, the box is the entire first impression, and this one wasn't earning attention.
Clicks Bazaar suggested a full packaging change. Not new labels stuck onto the same boxes, a wrapper swap, this was a complete structural redesign. At the time, GetMyMettle had roughly 10,000 units of the old packaging already sitting in inventory. Recommending a full change meant asking the brand to essentially write that off and commit to something new they hadn't tested yet.
They trusted the recommendation. The offline boxes came out of circulation, and new packaging got designed specifically with online buyers in mind, how it would photograph, how it would look scrolling past on a phone screen, how it would read next to competitors on a product listing page. It took two to three months of work before the new design was ready. Once it launched, it worked. That was the first real crack in a problem that had been holding the brand back from the start.
New packaging solves how a product looks. It doesn't solve what a product means to a buyer, why they should pick GetMyMettle over the dozens of other whey protein and supplement brands fighting for the same shelf space, physical or digital.
That became the next phase of work, building out actual product positioning. What GetMyMettle stood for, who it was actually for, why someone should trust it enough to put it in their body every day. This ran alongside the new packaging, not after it, since packaging and positioning only work when they're saying the same thing.
Slowly, the product started growing online. Not overnight, but steadily, the kind of growth that comes from finally having a foundation, credible packaging and a clear reason to buy, that could actually support marketing spend once that came later.
Once the foundation was working, Clicks Bazaar brought in celebrity partnerships to build broader brand attraction, the kind of visibility a purely performance-driven strategy struggles to create on its own. Over the years, GetMyMettle has worked with five to six different celebrities, and the brand now runs two to three celebrity partnerships every year as an ongoing part of its marketing strategy, not a one-time stunt.
This is where the brand stopped being just another supplement company with decent packaging and started becoming something people actually recognized. Celebrity association does something performance marketing alone can't, it signals credibility to a category where buyers are naturally skeptical about what they're putting into their bodies.
From this combination, solid packaging, real positioning, and consistent brand-building through celebrity partnerships, GetMyMettle grew from a brand with nothing in 2019 to one generating an estimated ₹20 to 30 crore in annual revenue, entirely bootstrapped, no external funding carrying the growth.
With packaging, positioning, and brand recognition all in place, performance marketing became the growth lever it's meant to be, not a substitute for a weak brand, but an accelerant for a strong one. Clicks Bazaar built out full-funnel campaigns across Meta and Google, structured around a buyer who now actually recognized the brand before ever seeing an ad.
The most significant chapter of this partnership came when GetMyMettle was acquired by Menhood, under COBS Technologies. Clicks Bazaar was directly involved in getting that acquisition done, working with the founder through the process. GetMyMettle is now part of a company listed on the stock market.
That's the full arc of this engagement. A brand that started in 2019 with black boxes and offline-only distribution, rebuilt from the packaging up, grown into a recognizable name through positioning and celebrity partnerships, scaled through performance marketing once the brand was strong enough to support it, and eventually acquired, turning a bootstrapped supplement company into part of a publicly listed business.
Most agency engagements end at a campaign report. This one ended at an acquisition.
Not against each other. Here's how the numbers broke down across a sustained campaign period.
Meta Ads
2.78XROAS
Google Ads
4.17XROAS
This is the same performance data from GetMyMettle's paid campaigns, but it means something different in the context of the full journey. These numbers weren't the result of a clever ad campaign alone. They were the result of years of brand-building work finally meeting a performance engine that could scale it.
Most case studies show a before number and an after number over a defined campaign window. This one covers six years and several distinct phases of a business, packaging, positioning, brand building, performance scale, and ultimately a company sale. Each phase solved a different problem, and each one built directly on the work before it.
Packaging alone wouldn't have created the brand recognition celebrity partnerships did. Celebrity partnerships alone wouldn't have generated the revenue performance marketing scaled. And none of it would have mattered without positioning tying the whole story together from the very first redesign in 2019. The acquisition wasn't a separate win, it was the outcome of everything else compounding over years.
Meta AdsDiscovery, trust, and repeat engagement with the brand, reaching buyers before they were ready to purchase.
Google AdsCaught buyers actively searching with high intent, converting at a lower cost per order and a stronger return.
Running both, in that order, meant GetMyMettle wasn't just buying visibility. It was catching demand at two different points in the buying decision, and both were converting profitably at the same time.
"Clicks Bazaar has been part of this brand from day one, when we had nothing but a product and some boxes sitting in a warehouse. They pushed us to change packaging we'd already invested in, they built our positioning, they brought in the celebrity partnerships that actually made people recognize us, and they scaled our performance marketing once we had something worth scaling. When it came time to sell the company, they were part of that too. This isn't a vendor relationship. They've been in this with us the entire way."