“Ad chal rahi hai, lekin sale kyun nahi badh rahi?”

You think, “Meta sahi logon tak nahi pahucha raha.”
But maybe, it’s not Meta’s fault.
Maybe, you’re speaking to the head when the sale lives in the heart.

See, Meta knows who is buying.
But only you can figure out why they’re buying.
And that “why” is where the money is.

Let’s decode it:

1. Stationery Brand - It’s Not Cute, It’s Comfort

Eg: Classmate

Meta thinks: “People who like journals and planners.”
Reality?
“Main likhti hoon kyunki baat karne wala koi nahi hota.”
That’s not productivity. That’s therapy.

Hook that worked:
“Some people journal to plan. Some journal to heal.”

2. Men’s Skincare - It’s Not Grooming, It’s Confidence

Eg: Grooming brand: Beardo

Meta thinks: “Men who follow fitness and fashion pages.”
But truth?
It’s the guy who wants to feel confident walking into a meeting without feeling judged.

Hook that worked:
“Not vanity. Just confidence that doesn’t wash off after a meeting.”

3. Homemade Snacks Brand - It’s Not Taste, It’s Trust

Eg: Patilkaki

Meta thinks: “People who like namkeen or traditional food.”
Reality?
“Maa ke haath ka taste yaad aata hai, par time nahi milta.”
It’s nostalgia, not hunger.

Hook that worked:
“Taste that reminds you of Sunday lunch at home - without calling your mom for recipes.”

4. Pet Products - It’s Not Shopping, It’s Guilt Relief

Eg: Pedigree
Meta thinks: “Dog lovers, pet parents.”
Reality?
“Main din bhar office mein rehta hoon, kam se kam kuch toh special du usko.”
It’s love mixed with guilt.

Hook that worked:
“For the one who waits for you all day - not just a treat, a thank you.”

5. Career Coaching - It’s Not Growth, It’s Fear

Eg: Udemy

Meta thinks: “People interested in upskilling or job search.”
Reality?
They’re scared - “Mera batchmate toh manager ban gaya, main yahin kyun hoon?”
That’s not ambition. That’s anxiety.

Hook that worked:
“It’s not about a promotion. It’s about sleeping better at night.”

6. Clothing Brand - It’s Not Fashion, It’s Freedom

Meta thinks: “Trend followers.”
Reality?
A 35-year-old mom saying, “Mujhe kuch aisa chahiye jo comfortable bhi ho aur stylish bhi.”
That’s not aesthetics. That’s identity.

Hook that worked:
“Designed for the woman who works, worries, and still wants to twirl.”

7. Silver Jewellery - It’s Not Shine, It’s Self-Expression

Eg: aadyaa
Meta thinks: “Women interested in accessories and ethnic fashion.”
Reality?
She’s saying “Main apni salary se kuch apne liye khareed rahi hoon.”
That’s not shopping. That’s self-love.

Hook that worked:
“She didn’t need a reason. She just needed to feel like herself again.”

The Real Problem

You’re chasing clicks when you should be chasing connection.
Meta can find you the buyer.
But only you can understand the believer.

It’s not about “targeting the right interest.”
It’s about “tapping the right emotion.”

So next time you write an ad…

Don’t ask - Who will buy this?
Ask - Why will they care?

Because in India, people don’t buy logic.
They buy stories, memories, and a little emotion that sounds like home.

So

Algorithm dekh lega “who.”
Tum samjho “why.”
Because the best campaign still starts with empathy, not Excel.