Oolka · Manjeet Chaudhary

01

The brand

Oolka is an AI credit-score app for mass-market India. Most of its users live in Tier 2 to 4 towns, where a rejected loan is often the first time anyone hears their credit score exists.

02

The situation

Oolka grows through creator partnership ads. When I came in, creators reached us through about a dozen agency sheets with no shared memory. Nobody could see who we had already paid, what they cost, or whether their last video worked.

Our own page barely reached anyone. A creator’s video drew a few thousand views when we reposted it, and 100,000 or more on the creator’s own page.

03

The diagnosis

The audience doesn’t live on a brand page. It lives on creators’ pages. And creator results are brutally concentrated: the top 5% of ads brought in about 40% of subscriptions.

So I tested what predicts a winner. Follower counts and engagement rates, including the metrics we had all assumed mattered, predicted a winning ad no better than a coin toss. What did predict one was a creator’s own track record. Creators who had won before were about five times as likely to win again.

The job wasn’t to vet harder before booking. It was to test cheaply, read the result fast, and bring the winners back with new ideas.

04

The idea

Same face, new hook.

Build the creator engine around re-booking proven creators with fresh scripts, and give the team one database to vet against.

05

What I ran

Discovery. A dataset of 6,434 Instagram profiles, filtered to 1,751 tech creators with a custom consistency metric. Regional outreach in Marathi, Bengali, Malayalam and Tamil.
The Creator Vault. One database that syncs every agency’s pitch sheet, remembers every creator we have paid, scores new pitches and catches re-pitches. The team vets against it every day. When one of my own rules did no better than chance, I retired it.
Briefs and scripts. Creator-native briefs: “starting points, not mandates.” Scripts, hooks and ideas for around 130 videos, made with about 60 creators. A 170-hook bank, after a creative council kept 10 of the first 80.
Measurement. A model that reads every ad against its language pool each week, and Ads Radar, which tracks 12 competitors’ ads.

06

The result

288Mviews on the creator ads I ran, by Meta’s count, the one Instagram shows

58%of my creatives won their week, against 34% across the account

73%of creators I re-booked won again, against 29%

Views: ~288MAcross Facebook and Instagram, to 1 October. Ads for 61 of my creatives were still running.
Staying power: 27%still winning 60 days later, against 6%
Share: 3.9% → 8.8%My share of the account’s creatives, and of its subscriptions
September: 26% · 33%My creatives carried about a quarter of Oolka’s ad views and subscriptions, and a third of its installs
Installs: 650,621from my creatives, 1 May to 27 Sep
Subscriptions: 30,532over the same window
Follows: 8,840Instagram follows, straight from the ads
Biggest reel: 41.1Mviews on one reel

Reel cover, @teamtechgpt, 41.1M views — @teamtechgpt41.1M

Reel cover, @dilla_palwaliya, 26.7M views — @dilla_palwaliya26.7M

Reel cover, @pappuchoudhary5203, 16.3M views — @pappuchoudhary520316.3M

Reel cover, @rm_ramnarayan, 15.3M views — @rm_ramnarayan15.3M

Reel cover, @dilla_palwaliya, 11.9M views — @dilla_palwaliya11.9M

Reel cover, In-house, 11.8M views — In-house11.8M

Co-managed

Not counted above: one more creator, @rahul.oad30, run jointly with a teammate. Outside Mission 2027 his reels added 54.4M views and 33,836 public comments.

07

Mission 2027

A free weekly draw, framed as a movement rather than a contest. Comment on a creator’s reel, sign up, and if you win, Oolka pays off your loan.

I built the platform: the “Abki baar 800 paar” header, a propaganda-collage system with APPROVE and REJECTED stamps, and a crowd climbing toward 800. I cut “Hoga approve” because it promised an approval nobody can promise. It ran a second month as Mission Independence.

6.5Mviews on the campaign’s reels

99,833likes

36,673comments

21 creators made 25 entry reels. Five winners had their loans paid off.

From the journey film · Mission 2027

08

Har Indian Deserve Karta Hai

An Independence Day platform. Protest posters where red marks the system’s sins and blue marks Oolka’s answer.

Chosen over 12 other concepts, and run on 15 August.

09

Brand and content

The Instagram feed. I designed the @oolka.in feed from March to August: carousels, stories and launch posts, about 200 frames. The handle grew from about 58K to over 200K followers between March and September, a channel I co-ran.
The founder on LinkedIn. LinkedIn branding for the founder: posts written and designed for the founder’s account.
The Series B pitch. Investor and product films for the pitch: scripts, storyboards and direction, through review of the final edit.
Other teams. Films and decks for other parts of the business, including the lender-facing side.
Celebrity performance ads. I played a part in all three of Oolka’s celebrity series, including Jimmy Shergill and Dayanand Shetty, and wrote the scripts and ideation for the Daya films, a five-film production bible. The three series ran to about 244M views from May to September.

10

The arc

Freelance consultant in February. Full-time Brand Strategist from March.