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How Digidarts Scaled ASICS' Flipkart Revenue by 50% Year-on-Year

About the Campaign

Background

ASICS India was already operating an efficient Flipkart advertising setup in 2024-25, generating approximately ₹79 Cr in revenue on ₹1.6 Cr of ad spend with a ROAS of around 48.

However, scaling the same broad account structure with substantially higher investment risked inefficient spend and diminishing returns.

Digidarts therefore rebuilt the Flipkart advertising account into a layered, multi-campaign architecture, giving automated and manual campaign formats distinct roles across category, product and brand demand.

Objective

Key campaign objectives:

Scale ASICS' Flipkart revenue significantly year-on-year.
Increase order volume without proportionately diluting efficiency.
Build a scalable campaign architecture capable of handling higher budgets.
Improve control over category, product and keyword-level performance.
Protect high-performing products and brand demand while expanding incremental reach.

Our Approach

Moved from a broad structure into a layered, multi-campaign setup where automated and manual formats had clearly defined roles.

The account was divided across detailed category segments with separate budgets and bid strategies.

Used PCA campaigns as the primary scale mechanism, creating dedicated automatic campaigns for category clusters such as Women's Automatic and Sports Automatic.

These emerged as the strongest-performing campaign types during the year.

Used gender-split, keyword-level PLA campaigns to capture high-intent searches around terms such as “asics shoes men” and “asics sneakers”.

PLA was also used defensively to protect top-of-search visibility.

Ring-fenced high-performing products such as GEL-JADEITE 3, GEL-NIMBUS 27, GT-2000 13, GEL-PULSE 16 and JOLT 5 with dedicated campaign budgets, allowing these products to scale without competing for budget within broader campaigns.

Created a dedicated brand campaign to isolate brand keywords, protect ASICS' share of search and ensure non-brand performance represented more genuine incremental reach.

The detailed split across Men's/Women's × Sports/Casual provided greater control over spend allocation and bid strategy, enabling the account to scale while retaining visibility into performance across different product and audience clusters.

Results & Impact

📈 ~50%

Revenue increased by ~50% YoY, from approximately ₹79 Cr to ₹120 Cr

📦 ~60%

Orders increased by ~60% YoY, from approximately 1.8 Lakh to 3 Lakh

🚀 ~70%

Ad spend increased by ~70%, from approximately ₹1.6 Cr to ₹2.8 Cr

🎯 ~44 ROAS

ROAS remained strong at approximately 44, despite the aggressive scale-up

Bottom Line

This wasn't about putting more budget behind the same campaigns.

It was about building an architecture that could absorb scale without losing control.

By separating PCA and PLA roles, splitting campaigns by category, ring-fencing top-performing products and protecting brand demand independently, Digidarts helped ASICS grow revenue by 50% and orders by 60% while scaling spend by 70% and maintaining a strong ROAS.