₹1.35 Crore Budget Allocation (45%)

Meta / Facebook Ads StrategyLead Gen • Conversion • Retargeting • Creative

Build brand awareness, capture leads at scale, and convert through sequential funnel campaigns targeting parents and students across Kerala and the Gulf diaspora.

Budget Allocation: ₹1.35 Crore

₹90 Lakhs

67% of Meta Budget

Lead Generation

• Parent testimonials & student happiness
• Rank holders & doubt-clearing culture
• NEET/JEE-balanced creative angles
• Instant lead forms (no friction)
• Competitor-intent landing pages
• 6-district geo-targeting

₹45 Lakhs

33% of Meta Budget

Conversion & Retargeting

• Website visitor retargeting
• Custom & lookalike audiences
• Teacher interaction videos
• Legacy/trust creative sequences
• Video viewer remarketing
• Lead form abandoner recovery

Competitive Intelligence: India Market

Xylem Meta Ads Analysis (Kerala)

Xylem runs a high-frequency, high-pressure conversion engine. Here's how they dominate — and how we beat them.

Xylem's Funnel Architecture

TOFU - Awareness

• Blanket Kerala exposure
• 20-35 second feature videos
• Malayalam-first (trust anchor)
• Proof: 8000+ A+ scorers

MOFU - Problem Activation

• Exam fear messaging
• "Confusion", "Revision not enough"
• Feature bullet lists
• AGNI, XPL, Endgame naming

BOFU - Conversion

• Free Revision Batch offers
• 10% OFF, Vidyarambham
• "Limited seats" scarcity
• Simple CTAs: Apply Now

Lead Closure

• Free 1:1 counselling hook
• Tele-counselling push
• Counsellors as mentors
• WhatsApp follow-up

Xylem's Segment Messaging

Class 10 (State + CBSE)

"Study tension ഇല്ല → Success ഉറപ്പ്" • ₹4,250 value anchor

Class 11 & 12 (AGNI Batch)

5000+ A+ proof • Faculty superiority • Parent tracking app

NEET (XPL Fast Track)

"Final Round", "Shortcut to NEET 2026" • AI Guru, AITS

KEAM Repeaters

"Ace KEAM this time" • Free revision access • Redemption narrative

Xylem's Creative Hooks

"ഇനി പരീfാ ആശങ്ക ഇല്ല"

No more exam anxiety

"Final Round Revision"

Urgency + finality

"Success ഉറപ്പ്"

Success guaranteed

"Daily Live + Recorded"

Feature emphasis

Xylem's Strengths vs Weaknesses

Their Strengths

✓ Exam timing alignment mastery
✓ Malayalam emotional triggers
✓ Digestible feature-heavy creatives
✓ High trust via toppers/A+ numbers
✓ Strong lead gen via free counselling

Their Weaknesses

✗ Over-reliance on fear and urgency
✗ Creatives lack premium quality
✗ Similar visual language → fatigue
✗ Predictable batch naming
✗ No aspirational lifestyle narrative

Competitive Intelligence: UAE Market

Xylem UAE Funnel Analysis

Different operating model: premium, stability-focused, trust-driven for Indian expatriate parents.

UAE vs India Approach

Communication Style

English-first or English-Malayalam hybrid • Premium tone • Less urgency

Visual Quality

Cleaner, less cluttered • Tutor portrait shots • Premium color schemes

Messaging Focus

Stability over Urgency • Teacher credibility • CBSE alignment

Geo Targets

Dubai, Sharjah, Abu Dhabi • Indian expat parents (30-50)

Our UAE Counter Strategy

→NEET/JEE success stories: Alumni testimonials from UAE students
→Malayalam-native variants: For Malayali parents in Gulf
→Short-format reels: Better CTR on mobile-first audience
→City-segmented funnels: Dubai vs Sharjah vs Abu Dhabi
→19-year legacy positioning: Trust anchor for expat parents

Our Counter Strategy

Brand-Level Play

→ Premium academic narrative
→ Higher cinematic quality
→ Student storytelling for NEET/JEE
→ 19-year legacy emphasis
→ Teacher-founder credibility

Performance Play

→ Personalised funnel per student level
→ WhatsApp + email automation
→ Sub-cohort segmentation

Creative Play

→ New emotion pillars: ambition, identity
→ Dynamic hooks (not generic "final round")
→ Value-based comparisons only
→ No negative claims
→ Outcomes, culture, results focus

Target Audience Segments

Students (15-18)

• Board exam interest
• NEET/JEE preparation
• Coaching/tuition seekers
• Career-focused content

Parents (32-50)

• Child education interest
• Academic anxiety
• Quality-focused
• Trust-seeking

Website Visitors

• Pixel-tracked behavior
• Page-specific retargeting
• Form abandoners
• Video viewers

Lookalike Audiences

• Based on converters
• Engaged users
• High-value leads
• Alumni network

Retargeting Journeys (Value-Based)

🏆

Legacy & Results

19-year track record, rank holders, parent testimonials

📚

End-to-End Benefits

Full coaching vs piecemeal school + tuition + self-study

🎯

Culture & Support

Doubt-clearing, discipline, continuous testing, mentorship

⚖️

Why Rays vs Xylem

Value-based comparison (no negative claims)

🔬

NEET + JEE Balance

Distinct creatives and offers for each track

⚡

Fast Response Promise

<15 min webinar leads, <1 hour inbound

⚠️ Creative Guardrail

Value-based comparisons only. No negative claims or disparagement. Emphasize outcomes, culture, and student results — not competitor weaknesses.

Target KPIs

₹300-400

Cost Per Lead

Product-specific

3-4%

Enrollment Conversion Rate

Lead → student enrollment

25-30%

Qualified Leads

Sales-approved leads %

Creative Strategy

Video Content

• Teacher introduction videos explaining the teaching approach and mentoring philosophy
• Student success stories highlighting learning journeys and outcomes
• Hear what parents say about trust, discipline, and results
• Campus and classroom walkthroughs showing a typical student day
• Doubt-clearing session snippets demonstrating academic support in action
• Day-in-the-life content covering classes, tests, mentoring, and follow-ups
• FAQ and objection-based short videos addressing fees, hostel, repeaters, and transitions from school or tuition

Static & Carousel

• Rank holder and result spotlights showcasing academic outcomes
• Ecosystem comparison cards explaining how the Rays system differs from tuition, school, or self-study
• Program clarity carousels outlining schedules, testing cadence, and mentoring structure
• Student and parent testimonial quotes focused on experience and outcomes
• Scholarship and offer announcements with clear eligibility and timelines
• Event promotions for webinars, parent meets, and topper interactions

Teacher Interactions & Conversations

• Live or recorded teacher-student interaction clips explaining concepts and problem-solving approaches
• Teacher-led discussions on exam strategy, common mistakes, and preparation mindset
• Short conversational formats addressing student and parent questions
• Long-form teacher conversations or podcast-style content building academic credibility and trust
• Topic-led episodes aligned to NEET/JEE phases (foundation, intensive prep, revision)