India Market / Live engine sample
National Reach Base
Rebuild national brand awareness for a mass-market FMCG portfolio.
Executive verdict
Do not approve as written
Forecast reach38.9M
Frequency4.36x
Target delivery243%
The business perspective
Why this decision matters
Market context
An India CTV/OTT campaign seeking broad incremental reach across publishers and languages.
Strategic question
Is the ₹3 crore plan ready for approval when delivery scale is strong but creative and measurement evidence are incomplete?
Important risk
Only four of fourteen required creative variants are ready, and the commercial case remains benchmark-led.
Detailed input
What the engine captured
The visible assumptions below are the executive summary. The downloadable input document contains the complete scenario submitted to the live engine.
Media budget₹3.0 Cr
Target reach16.0M
Addressable audience45.0M
Target frequency3.2x
Publishers5
Creative assets4
Input coverage
- Campaign objective, budget, timing and decision context
- Audience, geography, language and market-priority assumptions
- Publisher, platform, inventory and rate-card inputs
- Reach, frequency, impression and delivery expectations
- Creative format, messaging and readiness assumptions
- Commercial parameters and available historical evidence
Detailed output
What the executive report delivers
Primary evidence
- The forecast materially exceeds the supplied reach target.
- Frequency is higher than the planning target and needs active saturation control.
- Publisher scale is available, but the creative gate and ROMI appendix are incomplete.
Risks and governance conditions
- Do not release the full plan until the missing creative variants and measurement design are approved.
- Reconcile publisher rates and commercial assumptions against negotiated evidence.
Recommended actions
- Reset the reach target and budget ambition in one approval conversation.
- Complete the language and format matrix before booking inventory.
- Launch with an exposed-control or holdout design and weekly frequency review.
Report intelligence coverage
- Approval gate and executive campaign recommendation
- Reach, frequency, impression and delivery forecast
- State, language, audience and publisher fit diagnostics
- Creative readiness and attention-quality assessment
- Commercial appendix with ROMI and sensitivity context
- Optimization actions, risks and governance requirements
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