India Hemp Organics

Their Story

India Hemp Organics (IHO) is a hemp products brand operating across India. Their hemp is grown locally in the Himalayas — 100% organic, in a natural and pristine environment untainted by harsh chemicals or pesticides.

IHO works to recreate and reimagine the way Cannabis is perceived and consumed in India. They've developed a wide range of Ayurvedic Proprietary Medicines from hemp seeds and leaves, offering wholesome nutrition and sustainable medicinal healing.

Their marketing campaign was part of our Beta programme — a focused engagement where we took full ownership of their paid social strategy.

The Challenge

Facebook's advertising rules for cannabis and hemp-adjacent businesses are notoriously complex and inconsistently enforced. It wasn't until October 2018 that Facebook revised its rules to allow cannabis business pages to appear in search results — but strict, vague constraints remained.

Our task was to craft a compliant, effective campaign strategy that could generate real revenue despite the platform's guardrails.

Market Sophistication Analysis

Before writing a single ad, we met with IHO's marketing manager and ran a full Market Sophistication Analysis to determine the optimal positioning for each product in the campaign. Research identified four distinct angles:

• Whey alternative for lactose-intolerant people — consuming whey causes stomach bloating and unease. Product: IHO Protein
• Superfood that saves people and repairs soil — a planetary health narrative. Product: Hemp Hearts & Hemp Oil
• Soy protein alternative — most soy is GMO and harmful to health. Product: Hemp Hearts & Hemp Oil
• General health supplement for both male & female wellness

Facebook Ad Campaign

We launched a structured ad campaign testing all four positioning angles over a three-week period. Each ad set was designed to be compliant with Facebook's cannabis advertising policies while clearly communicating the product benefits.

After three weeks of data, two angles emerged as clear winners: the lactose intolerance alternative and the planetary superfood narrative. We stopped the underperforming sets and began scaling the winning two.

Retargeting Campaign

To maximise conversions from warm audiences, we ran a parallel retargeting campaign alongside the main activity. Two distinct retargeting sets were built:

• Targeting people who engaged with Hemp Hearts & Hemp Oil content
• Targeting people who engaged with Hemp Protein content

The retargeting layer significantly lifted the conversion rate from the main campaign traffic — driving the overall ROAS from already-strong territory to 3.37×.