Why isn't the brand named in this case study?

At the brand's request. The brand is a top-five Indian consumer durables player. The case study was approved for publication on the condition of anonymisation. All data is verifiable through gOGig platform records.

Was the ₹18.6 lakh recovered or held back from invoice?

Held back from invoice before payment release. Different from "recovery" which would imply post-payment dispute. The variance window framework prevented the cash from leaving the brand in the first place.

Did the agency lose money on this campaign?

No. The lead agencies and 11 of 14 vendors closed at or above 90% verified execution rate. Honest performance was paid in full. Three vendors faced billing reductions corresponding to verified work.

How did the vendor relationship change after this campaign?

The 9 preferred vendors gained more business in Q1 2026 because their verified execution rate became the competitive differentiator. The 1 terminated vendor and the 2 watch-list vendors faced reduced or removed PO volumes.

Was 60 days enough to see meaningful change?

Yes. The 7-day anomaly detection window provided enough time for course correction. By day 30, vendor behaviour had already recalibrated. Day 60 outcomes are the first-cycle baseline.

Can this be replicated in non-OOH formats?

Yes. The brand has now extended FEI to retail audits, promoter activations, sampling drives, and dealer compliance. Q1 2026 data shows ₹68 lakh+ protected across these formats combined.

Did the case study work because OOH is easier to verify than other formats?

OOH is among the more straightforward formats to verify because hoardings are static, geo-discrete physical assets. Lead generation and promoter formats are harder, with anomaly rates 2-3x higher. But the ROI math holds across all formats.

How does this compare to traditional third-party audit firms?

A traditional KPMG/EY/Deloitte audit of this campaign would cost ₹14-18 lakh and take 3 weeks. FEI delivered continuous verification at ₹3.8 lakh over 60 days, with real-time anomaly surfacing within 3 seconds per submission. Different cost curve, different time curve.

Was the campaign late or delayed by verification?

No. Real-time verification ran in parallel with execution. Verification did not slow the campaign. Mid-campaign correction actually accelerated overall delivery.

What would have happened without FEI?

Likely outcome: 96% reported execution rate, ₹2.60 Cr paid in full, 50 anomalies undetected, ₹18.6 lakh of unverified billing absorbed as "execution noise", and recurring audit committee findings into FY 2026.

How can other brands replicate this case study?

Replicability matrix above provides ROI estimates by brand size. The 8-step playbook from this campaign is the operational blueprint. Most brands move from first pilot to full operating standard within 90-120 days.

Will the brand's name be disclosed publicly later?

Brand decisions on public disclosure are made at the brand's discretion. gOGig respects all confidentiality agreements with customer brands.

How one consumer durables brand saved Rs 18 lakh by verifying what actually happened (case study)

A top-five Indian consumer durables brand. A 1,200-hoarding festive launch across 180 cities. A 60-day deployment of Field Execution Intelligence that surfaced Rs 18.6 lakh of unverified billing before payment release. The full operational walkthrough, with named outcomes and stakeholder quotes.

gOGig Editorial

·October 8, 2024·11 min read

Summarize with AI

ChatGPT Claude Gemini Perplexity Grok

₹18.6 lakh

Unverified billing surfaced and protected before payment release in a single festive OOH campaign. The case for verified BTL execution, told through one brand's experience.

1,200Hoardings deployed

180Cities covered

4.2%Non-compliance rate found

7Days to surface issue

The CFO opened the campaign report on day 60. Verified execution rate: 95.8%. Unverified billing flagged: ₹18.6 lakh. Variance window opened with the agency. Resolution closed within 12 business days. Payment released for ₹2.41 Cr against verified work. ₹18.6 lakh of contracted invoice never billed. The first quarter ever in which the brand could substantiate every rupee of its OOH spend.

Brand and campaign profile

Field	Detail
Brand category	Consumer durables (top-5 Indian player, anonymised at brand request)
Annual ad spend	₹110–140 Cr range
Annual BTL + OOH spend	₹35–45 Cr range
Campaign analysed	Festive launch hoarding campaign, Sep-Dec 2025
Campaign budget	₹2.60 Cr (gross)
Hoardings contracted	1,200
Geographic spread	180 cities across 28 states and UTs
Campaign duration	60 days (festive window)
Agency partners	2 lead agencies + 14 regional OOH vendors
Verification platform	gOGig Field Execution Intelligence (FEI)

Why this campaign was selected for the pilot

Selection criterion	This campaign
Scale and geographic spread	1,200 hoardings, 180 cities
Time pressure	60-day festive window, no margin for re-execution
Revenue impact of failure	Festive season = 35% of annual ad budget at risk
Vendor fragmentation	14 regional OOH vendors, fragmented coverage
Historical pain	Brand had flagged OOH leakage internally for 3 consecutive years
Procurement readiness	CFO had requested 3-way matching extension to OOH
BRSR Core readiness	Listed entity facing FY 2025-26 limited assurance

The starting problem in numbers

Pain point at campaign start	Quantified status
Hoardings to be verified across 180 cities	1,200
Manual audit feasibility	5–10% sampling at best
Cost of full third-party audit (traditional)	₹14–18 lakh + 3-week timeline
Verification cycle under legacy workflow	14–21 days post-install
Vendor self-reported compliance	96%+ consistently
Independent verification before pilot	None at portfolio scale
Historical OOH dispute resolution time	45–60 days
Estimated leak based on industry data	3–8% of OOH spend
Brand's prior-year unverified spend exposure	~₹2.8 Cr (estimated, never quantified)

Why the brand chose to verify this campaign

Driver	Specific concern
CFO scrutiny	Annual marketing audit raised "non-substantiable spend" finding
BRSR Core readiness	FY 2025-26 limited assurance approaching
Festive risk concentration	35% of annual ad budget executed in 60 days
Previous-year dispute volume	14 vendor disputes carried over from 2024 festive season
Internal audit findings	Marketing controls weakness flagged 3 years running
Agency relationship stress	Trust erosion with 2 of 14 vendors

The intervention sequence

Day -14: Pre-launch alignment

Brand, agencies, and gOGig aligned on verification framework. PBP clauses added to OOH SOWs. Variance threshold set at 95% verified execution rate.

Day -7: Vendor onboarding

14 regional OOH vendors briefed on WhatsApp-based verification submission. Field installers given walkthrough of geo-tagged capture workflow.

Day 1: Campaign launch

Hoardings began going up across 180 cities. First verified submissions flowing through FEI platform within 30 minutes of first install.

Day 7: First batch of anomalies surface

4.2% of 1,200 sites flagged. 50 sites identified for re-installation or proof rework. Brand notified, vendors informed.

Day 14: Mid-campaign correction triggered

50 flagged sites either corrected or re-executed. Variance window opened with 3 vendors carrying highest anomaly concentration.

Day 30: Mid-cycle review

Verified execution rate 92.4%. Two vendors below 90% put on watch. Real-time dashboard shared with CFO for first time in brand's history.

Day 45: Final installation push

Last 8% of hoardings deployed. Verified execution rate climbed to 95.8% after corrections.

Day 60: Campaign closeout

Final report generated. 1,150 of 1,200 hoardings verified compliant. 50 still in dispute. Final invoices reconciled.

Day 72: Variance resolution closes

11 recycled photo proofs disallowed. 39 sites accepted with corrective evidence. ₹18.6 lakh held back from invoice. Payment released against verified execution.

See the full case study

Download the 24-page detailed case study including all campaign data, methodology, stakeholder quotes, and replication framework. Suitable for sharing with CFOs, audit committees, and procurement teams.

Download the full case study →

The verification engine outputs

Verification check	Submissions analysed	Anomalies flagged
GPS-EXIF coordinate match	3,840 (1,200 x ~3.2 submissions each)	192 (5.0%)
Server timestamp validity	3,840	168 (4.4%)
Image hash duplicate detection	3,840	11 recycled proofs identified
AI brand logo detection	3,840	34 with wrong creative
AI hoarding dimensions match	3,840	22 dimension mismatches
Geo-fence inclusion	3,840	56 outside contracted zone
Mock-location flag	3,840	14 spoofed locations
Image quality score	3,840	89 low-quality (re-shoot requested)
Clustering anomaly	3,840	23 suspicious co-located submissions
Net unique sites flagged	-	50 of 1,200 (4.2%)

What the 50 flagged sites broke down into

Flag category	Sites affected	Resolution
Recycled photo from earlier campaign	11	Payment disallowed, ₹6.8 lakh held
Wrong creative installed	9	Re-installed, payment partial
Wrong location (off-contract)	14	5 corrected on-site, 9 disallowed (₹5.4 lakh)
Dimensions mismatch	8	Re-installed or pro-rata billing
Low-light / poor visibility install	5	Re-installed
Damaged hoarding	3	Replaced

The financial impact, line by line

Financial line item	Original	Verified	Variance
Contracted hoardings billed	1,200	1,150	-50
Gross campaign value	₹2.60 Cr	₹2.41 Cr	-₹18.6 lakh
Verified execution rate	96% reported	95.8% verified	0.2% delta
Recycled photo disallowance	0	11 sites disallowed	₹6.8 lakh
Off-contract location disallowance	0	9 sites disallowed	₹5.4 lakh
Wrong creative correction	0	9 sites pro-rated	₹3.2 lakh
Dimensions mismatch correction	0	8 sites pro-rated	₹2.1 lakh
Damaged / poor-quality re-execution	0	8 sites (8 x ₹15K)	₹1.1 lakh
Total protected before payment	-	-	₹18.6 lakh

Stakeholder quotes

“For three years our marketing audit had flagged BTL and OOH as non-substantiable spend. This is the first campaign cycle where I could substantiate every rupee. ₹18.6 lakh protected is one outcome. Closing an audit committee finding that has carried over three years is the larger outcome.”Chief Financial Officer — Top-5 Indian Consumer Durables Brand

“Festive is 35% of our annual ad budget compressed into 60 days. There is zero time for post-campaign disputes. Real-time verification means we caught issues on day 7, not day 70. That single shift changed how we plan festive 2026.”Chief Marketing Officer — Top-5 Indian Consumer Durables Brand

“We brought BTL onto the same 3-way matching standard as IT, logistics, and capex. PO + invoice + FEI verification report. The process took 90 days to roll out. The change in vendor behaviour was visible within 14 days.”Head of Procurement — Top-5 Indian Consumer Durables Brand

“This is the first time I had a defensible BTL spend disclosure for BRSR Core. The 7-year audit trail FEI generates aligns with what limited assurance providers ask for. The marketing supply chain finally has evidence.”Head of Internal Audit — Top-5 Indian Consumer Durables Brand

“At first our regional vendors pushed back. Within 21 days, the better-performing vendors saw their payment cycles drop from 60 days to 12 days. After that, vendor conversations changed completely. Verification became something they wanted, not something they tolerated.”Lead OOH Agency Director — Pan-India OOH Specialist

“We did not need every site verified manually. The system flagged 4.2% as anomalous and we focused 95% of human review effort on those. The remaining 95.8% closed on auto-approval. That ratio is the operating efficiency unlock.”Brand Manager, Festive Campaigns — Top-5 Indian Consumer Durables Brand

Before vs after operational comparison

2024 festive campaign (legacy)

1,200 hoardings contracted. Agency-reported execution: 96%. Independent verification: none. Payment cycle: 45–60 days. Dispute resolution: 14 unresolved into Q1 2025. Audit committee finding: open.

2025 festive campaign (FEI)

1,200 hoardings contracted. Verified execution: 95.8%. Independent verification: 3,840 submissions. Payment cycle: 12–15 days for clean vendors. Dispute resolution: closed within 72 days. Audit committee finding: closed.

Year-on-year measurable outcomes

Metric	2024 festive	2025 festive (FEI)
Verified execution rate visibility	None	95.8% measured
Anomalies detected before payment	0	50 sites (4.2%)
Recycled photo detection	0	11 instances
Vendor disputes carried over	14	0
Days from install to dispute resolution	45–60	3–12
Payment cycle (clean vendors)	45–60 days	12–15 days
Manual reconciliation hours	320 hrs across brand + agency teams	45 hrs
Internal audit BTL finding status	Open	Closed
BRSR Core substantiation	Not possible	Full 7-year trail
Unverified billing exposure	Unknown (estimated ₹15–25 lakh)	₹0 (all flagged before release)

Cost of FEI vs value protected

Cost / value line	Amount
FEI platform cost for 60-day campaign	₹3.8 lakh
Internal team hours saved	275 hours @ ~₹2,500/hr = ₹6.9 lakh
Re-execution costs avoided (mid-campaign correction)	₹4.2 lakh
Unverified billing protected	₹18.6 lakh
Dispute carryover cost avoided	~₹2.5 lakh (legal + admin)
Total quantifiable value	₹32.2 lakh
Net ROI on FEI deployment	~8.5x in 60 days

ROI breakdown

₹3.8 lakhPlatform cost

₹32.2 lakhTotal value protected

~8.5xNet ROI in 60 days

What the audit committee saw

Audit committee report element	Pre-FEI status	Post-FEI status
Marketing controls maturity score	2 of 5 (developing)	4 of 5 (managed)
BTL spend with substantiation	0%	95.8%
Open audit findings on marketing	3 (multi-year)	0
External auditor confidence rating	Qualified	Unqualified
BRSR Core readiness rating	Behind schedule	On track
Procurement category controls	BTL excepted from 3-way match	BTL included in 3-way match
Quarterly board reporting depth	Agency PDF summary	Verified execution dashboard

Vendor behaviour shift, by vendor cluster

Vendor cluster	Pre-FEI verified rate	Day 14	Day 60
Top 3 vendors (high-quality)	Self-reported 95–97%	96.4%	97.8%
Mid-tier 8 vendors	Self-reported 92–96%	91.2%	95.4%
Bottom 3 vendors (high risk)	Self-reported 90–94%	78.6%	87.3%

Vendor classification after the campaign

Classification	Vendors	Outcome
Preferred vendor (>=95% verified)	9	Default for 2026 festive, premium pricing accepted
Standard vendor (90–94%)	2	Continued engagement with quarterly review
Watch list (85–89%)	2	Variance investigation, vendor improvement plan
Termination candidate (<85%)	1	Contract not renewed for 2026

Cross-functional impact map

Function	Specific outcome
Marketing	Verified execution rate becomes a board-reported KPI alongside ROAS
Finance	BTL spend reconciliation moved from manual to automated 3-way match
Procurement	OOH vendors moved to PBP MSAs across 14 contracts
Internal audit	Marketing controls finding closed for first time in 3 years
ESG / sustainability	BRSR Core value chain disclosure now substantiable
Brand management	Festive campaign planning shifted to real-time-correctable model
Legal	PBP clauses adopted into standard OOH MSA template
Strategy	2026 marketing plan includes verified execution targets per quarter

The replicable playbook from this campaign

Pick the highest-stakes upcoming campaign

Festive, launch, or large multi-city activation. Pressure surfaces the value of verification faster.

Get CFO and procurement into the room early

Marketing-only buy-in produces marketing-only outcomes. CFO and procurement involvement unlocks the cross-functional value.

Set the variance threshold at 95% for OOH

Industry standard for OOH where physical install is verifiable. Tighten only if Q1 data warrants.

Brief vendors 14 days before launch

Sufficient runway for vendor field teams to learn the verification workflow without operational disruption.

Verify in real time, not at end of campaign

Day-7 anomaly surfacing is what made mid-campaign correction possible in this case study.

Use the variance window structurally

15-business-day window protects vendor procedural fairness while protecting brand cash flow.

Document outcomes for audit committee

The 32-page closeout report became the case for organisation-wide BTL FEI adoption.

Roll out to next quarter campaigns

The case study from one campaign became the foundation for the brand's 2026 marketing operating model.

What happened after the case study closed

Post-campaign action	Outcome
Internal case study presentation to board	Board approved category-wide FEI rollout for Q1 2026
Extension to retail visibility campaigns	4,500 outlet audits / month moved to FEI
Extension to promoter activations	120 mall and society activations per quarter on FEI
Extension to sampling drives	15,000 outlet sampling drive on FEI in Jan-Feb 2026
Extension to dealer board branding	650 dealer locations under verified compliance
Vendor contract renewal cycle	All BTL MSAs updated with PBP clauses in Q1 2026
Internal team training	22 brand managers + 8 procurement team trained on dashboard
External communication	CFO presented case study at CFO India Summit, Feb 2026

Q1 2026 outcomes following the case study

Q1 2026 metric	Brand result
Total BTL spend under FEI	78% of category
Verified execution rate average	94.6%
Anomalies surfaced before payment	~2,800 across all formats
Total unverified billing protected	₹68 lakh+
Vendor disputes carried into Q2	0
Procurement workflow time reduction	62%
Internal audit findings on BTL	0 open

The first verified BTL campaign is the one that changes everything. After the brand could measure the gap, it could no longer accept it. The case for FEI made itself within 7 days.

Replicability matrix for other brand sizes

Brand size	Estimated FEI cost for similar pilot	Expected protected value	Expected ROI
Small enterprise (₹5–15 Cr BTL)	₹1.5–2.5 lakh	₹5–12 lakh	3–5x
Mid-size brand (₹25–75 Cr BTL)	₹3–6 lakh	₹18–40 lakh	5–8x
Large enterprise (₹100–400 Cr BTL)	₹8–15 lakh	₹40 lakh–1.5 Cr	5–12x
Top-tier MNC / FMCG (₹500+ Cr BTL)	₹20–40 lakh	₹2–5 Cr	8–15x

Why this campaign was not unusual

Industry benchmark	This case	Industry typical
OOH non-compliance rate (1,200-site sample)	4.2%	3–8% (FICCI / industry estimates)
Recycled proof instance rate	11 of 1,200 (0.9%)	0.5–2% typical
Geo-fence violation rate	14 of 1,200 (1.2%)	1–3% typical
Mock-location use rate	14 of 3,840 submissions (0.4%)	0.3–1% typical
Image quality below threshold	89 of 3,840 (2.3%)	2–4% typical
Total billed value protected	7.1% of campaign budget	3–10% typical at scale

FAQ

Frequently Asked Questions

Glossary

Field Execution Intelligence (FEI)The category of verification platforms that delivered the verified execution data in this case study. WhatsApp-native capture, AI verification, real-time dashboards.

Ground TruthWhat actually happened on the ground, independently verified. The ₹18.6 lakh protected represents the gap between agency-reported execution and ground truth.

Blind TrustOperating standard the brand replaced. Payment based on the executor's self-report. The 14 carried-over disputes from 2024 are what Blind Trust produces at scale.

Proof Before Payment (PBP)Procurement standard tying invoice approval to verified execution. The clause framework deployed in this case study's MSAs.

Verified execution ratePercentage of contracted execution independently confirmed through FEI. 95.8% in this campaign.

Variance window15-business-day period for vendors to submit additional evidence. Used in 14 instances during this campaign.

Recycled proofPhoto from a previous campaign submitted as proof of current installation. 11 instances caught in this campaign via image hash fingerprinting.

Geo-fence violationSubmission whose GPS coordinates fall outside the contracted execution zone. 14 instances in this campaign.

Mock-location detectionIdentifies device location spoofing. 14 instances caught.

Image hash fingerprintingSHA-256 hash technique to detect duplicate submissions. Surfaced the 11 recycled proofs.

BRSR CoreSEBI sustainability reporting framework. The case study evidence supported the brand's FY 2025-26 limited assurance requirement.

Audit-grade evidenceVerification trails that survive board reviews, internal audit, external audit, and BRSR Core assurance. Default 7-year retention.

Replication matrixBrand-size-adjusted ROI estimates for similar pilots. Allows other brands to forecast their own case study outcomes.

Formats covered in this brand's FEI deployment

BTL and OOH formats verified through gOGig Field Execution Intelligence in this case study.

Wall paintingMobile vanAuto rickshawBus brandingCab brandingNo-parking boardsPole boardsShop name boardsVisual merchandisingSurveysLead generationRWA activationSales team verificationTechnician verificationFranchise compliance auditSecurity guard patrol verification

Cities in the festive campaign coverage

180 cities covered in this hoarding campaign across 28 states and UTs.

MumbaiBangaloreDelhi NCRHyderabadPuneChennaiKolkataAhmedabadJaipurLucknowIndoreGurgaonSuratTrichyCoimbatoreKochiVadodaraNagpurVisakhapatnamBhopal

See the full case study

Download the 24-page case study. Includes full campaign data, methodology, all 6 stakeholder quotes, the replication matrix, and the 8-step playbook for other brands. Suitable for sharing with CFOs, audit committees, and procurement teams.

1,200 hoardings

Campaign size

₹18.6 lakh

Value protected

~8.5x

60-day ROI

Download the full case study →Book a strategy call

Written by

gOGig Editorial

Client Success Team

The gOGig Editorial team publishes case studies, research, and operational insights from real Field Execution Intelligence deployments across India's physical economy.

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← Back to all posts

How one consumer durables brand saved Rs 18 lakh by verifying what actually happened (case study)

Brand and campaign profile

Why this campaign was selected for the pilot

The starting problem in numbers

Why the brand chose to verify this campaign

The intervention sequence

The verification engine outputs

What the 50 flagged sites broke down into

The financial impact, line by line

Stakeholder quotes

Before vs after operational comparison

Year-on-year measurable outcomes

Cost of FEI vs value protected

ROI breakdown

What the audit committee saw

Vendor behaviour shift, by vendor cluster

Vendor classification after the campaign

Cross-functional impact map

The replicable playbook from this campaign

What happened after the case study closed

Q1 2026 outcomes following the case study

Replicability matrix for other brand sizes

Why this campaign was not unusual

Frequently Asked Questions

gOGig Editorial

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