BE WELLNESS × HAWKY.AID2C CREATIVE ENGINE · META & GOOGLE · 2026
INTRO — For the Be Wellness growth team

Decode what converts.
Generate it at scale. 90 ad-ready assets a month.

Be Wellness is a formulation-first nutraceutical brand scaling from ₹5–6 Cr toward ₹25 Cr inside a 400-brand market. Hawky is your creative engine — 60 statics + 30 videos every month, decoded from what actually drives ROAS, generated on-brand and claims-safe, and tested before a rupee is spent.

Hawky.ai · Creative & audience intelligence
Reference accounts · Brands.live · Pocket FM
02 / 15
CONTEXT — Where Be Wellness is

A science-first brand in a crowded, fast-growing category. The job now is efficient, compounding growth.

The brand
  • Formulation-first, pharmacist-formulated nutraceuticals
  • 500+ 5★ reviews · 0 synthetic fillers
  • Him & Her · beauty, performance, sleep
The market
  • India nutraceuticals $32B → $76B by 2033
  • A 400+ brand, look-alike-claims market
  • Buyer entry age dropping 40+ → 24
The growth job
  • 4–5× the account without breaking ROAS
  • Feed many concerns × two audiences
  • Stay claims-safe as scrutiny tightens
This deck: a creative engine that ships winning, claims-safe assets every month — and compounds on your own data.
Hawky × Be Wellness · Context
03 / 15
CONTEXT — Why creative is the ceiling

Scaling to ₹25 Cr is a creative-volume problem. Shoots and agencies can't feed the account fast enough.

A · THE BOTTLENECK
Creative is the constraint
At scale the ad account eats far more creative than a shoot-and-agency model can feed. Velocity — not budget — caps growth.
B · THE COMBINATORICS
Concerns × audiences explode
Collagen, protein, sleep, hair, testosterone — each for Him and Her. That is dozens of angle×audience cells to fill, every week.
C · THE RED FLAG
FSSAI & ASCI are cracking down on drug-like and ‘100%’ claims. Every asset has to be potent and compliant.
The brands that win at this scale generate more, test faster, and waste less — every week.
Hawky × Be Wellness · The problem
04 / 15
APPROACH — From a shoot calendar to a creative engine

Stop scheduling shoots. Start running an engine. Same voice and science — a fraction of the time.

Today · shoot & agency
  • A shoot or freelancer per concept
  • Weeks from brief to live asset
  • Angles chosen on gut, not data
  • A handful of concepts a month
  • Compliance checked late, by hand
With Hawky · a creative engine
  • Concepts generated from what’s winning
  • First assets live in week 1–2
  • Every angle decoded against ROAS
  • 90 ad-ready assets every month
  • Claims-safe by design, every asset
Same brand voice and science — ~10× the creative velocity, tested before spend.
Hawky × Be Wellness · The shift
05 / 15
APPROACH — The creative system Hawky runs for you

One engine: decode, generate, compete, optimise. Creative generation sits at the centre.

01
Creative analysis
Decode which hook, format & claim actually drives ROAS — per concern.
what converts
02
Creative generation
UGC video, product shorts & statics — generated on-brand, at volume.
the engine
03
Creative production
60 statics + 30 videos every month, ad-ready for Meta & Google.
90 assets / mo
04
Competitor intelligence
See rivals’ live ads, hooks & angles — and the gap you own.
decode rivals
05
Sales agents
AI agents watch the account, brief the next batch, cut losers, scale winners.
runs the loop
06
Claims-safe by design
Every asset built to FSSAI & ASCI norms — potency without the red flag.
compliant
The next slides show each layer — the analysis, the generation engine, the competitor radar and the loop.
Hawky × Be Wellness · What we run
06 / 15
LAYER 01 — Creative analysis · the concern matrix   Illustrative preview · your data after integration

Every concern, scored on the metrics that pay the bills. So generation is aimed, not guessed.

Creative Intelligence · BE WELLNESS · concern × KPIs
Concern matrixHook × concernCompetitor set
₹5–6 Cr → ₹25 Cr
FY26 target
3,000+
sold in 6 months
~28%
90-day repeat
Collagen + Sleep
best repeat (illustrative)
BetterWorseEach cell vs your library median · click for the assets behind it
CONCERN / SKU
ROAS
BLENDED
MED 2.6x
CPP
ACQUIRE
MED ₹540
HOOK
3-SEC
MED 28%
CVR
STORE
MED 1.9%
REPEAT
90-DAY
MED 28%
BEAUTY — FROM WITHIN
Marine Collagen
glow, skin, joints
3.2x
₹470
34%
2.4%
42%
Vegan Collagen
plant-based glow
2.8x
₹520
30%
2.0%
34%
Glossy Hair & Nails
visible in 90 days
2.5x
₹560
27%
1.9%
31%
PERFORMANCE
Whey Isolate
27g, easy on gut
2.2x
₹690
25%
1.7%
30%
Creatine Pro+
explosive power
2.9x
₹430
31%
2.1%
26%
Yeast Protein
whey-level MPS
2.4x
₹580
29%
1.8%
24%
SLEEP & MEN
Sleep Reset
fall asleep faster
2.7x
₹500
33%
2.0%
40%
Alpha Testosterone
drive & recovery
2.3x
₹620
26%
1.8%
28%
Multivitamin
daily foundation
1.7x
₹740
22%
1.6%
19%
Example read: collagen & sleep drive the best repeat; multivitamin is a low-margin grab. Illustrative until your account is connected.
Hawky × Be Wellness · Concern matrix
07 / 15
LAYER 02 — Creative generation · three streams

On-brand creative, generated — not scheduled. UGC video, product shorts and statics from one engine.

STREAM A · UGC VIDEO
Video creatives that feel native
Talking-head, testimonial and lifestyle UGC — scripted from what’s winning, generated without a shoot day.
STREAM B · PRODUCT SHORTS
Shorts that sell the science
Fast, formulation-first product videos — ingredient, dose and benefit — built for Reels, feed and YouTube shorts.
STREAM C · CONCEPT STATICS
Hook-led statics across every concern and both audiences — on-brand, claims-safe, and ready to test.
30 videos + 60 statics a month — the video split flexes between UGC creatives and product shorts as the data dictates.
Hawky × Be Wellness · Generation
08 / 15
LAYER 02 — The monthly creative engine, in action

Insight in, 90 ad-ready assets out — every month. And weak creative never reaches the account.

INSIGHT
What’s winning
Analysis + competitor signal set the brief.
›
GENERATE
Concepts → variants
UGC video, product shorts, statics — on-brand, at volume.
›
GATE
Test before spend
Weak creative never deploys.
›
SHIP
60 statics · 30 videos
Ad-ready for Meta & Google.
›
LEARN
Signal → FeatherDB
Every result sharpens the next batch.
↻ runs every month · 90 ad-ready assets · compounding on your data
A repeatable pipeline, not a project — the same engine ships fresh, tested creative on a monthly cadence.
Hawky × Be Wellness · The engine
09 / 15
LAYER 03 — Competitor intelligence · the gap you own

See what rivals run — then own the angle they can’t. Category-first, updated from live ad libraries.

Rival
Who they chase
Their hook
The gap you own
OZiva
Mass-market women’s plant nutrition
‘Clean, plant-based’ beauty & protein
Pharmacist-grade efficacy at clinical doses — proof over label
Wellbeing Nutrition
Convenience & daily wellness
Effervescent, ‘nano’, easy formats
Results-first potency for a premium, outcome-driven buyer
MuscleBlaze · HealthKart
Value & hardcore gym-goers
Lowest price-per-gram, bulk protein
Everyday-athlete performance that’s easy on the gut
Kapiva
Ayurveda-first wellness
Heritage & herbal trust
Modern science, globally sourced, locally made
Every teardown becomes a brief — we generate against the white space, not the crowd.
Hawky × Be Wellness · Competitors
10 / 15
LAYER 04 — Sales agents · the account, always optimised

Agents run the loop between drops. They watch, decide, brief and scale — on their own.

WATCH
Live account signal
Agents read ROAS, CPP & hook-rate by asset.
›
DECIDE
Winners vs losers
Kill losers early; flag the breakouts.
›
BRIEF
The next generation
Auto-brief the next batch from what’s working.
›
SCALE
Budget to winners
Push spend & lookalikes behind proven creative.
↻ the agents never sleep · the account is always being tuned to ROAS
Generation + agents close the loop: what wins in-account directly briefs what we make next.
Hawky × Be Wellness · Sales agents
11 / 15
LOOP — Test before spend, then let ROAS steer

Every result makes the next month’s creative smarter. Winners compound; losers never get budget.

01 · GENERATE
Creative per concern
UGC, shorts & statics — claims-safe.
›
02 · TEST · before spend
Predict ROAS
Only winners clear the gate.
›
03 · DEPLOY
Meta & Google
Feeds, Reels, Search, PMax.
›
04 · SIGNAL
ROAS · CPP · repeat
Live store data returns.
›
05 · REINFORCE
Model updates
Winners amplify, losers die.
✓ ROAS-positive → scale
Raise budget, expand lookalikes, generate more of the winning angle.
✗ ROAS-negative → cut
Pause, down-weight, stop generating the losing angle — before it burns budget.
◆ FeatherDB · ↻ every result updates the model — next month’s creative starts smarter
The gate + the loop: weak creative never spends; proven angles get more of your budget.
Hawky × Be Wellness · The loop
12 / 15
FUNNEL — Optimise to the sale & the refill, not the click

From impression to repeat purchase. With ~28% repeat, LTV is where the money is.

Impressions
100%
3-sec hook
hook-rate
Clicks
CTR 1.9%
Add to cart
intent
Purchase
ROAS event
Repeat / refill
LTV
Agencies optimise to clicks
Cheap traffic that never buys.
Hawky optimises to purchase & repeat
Bid to margin & refill.
Every stage is attributed
Which concern × creative drove each drop.
Store & repeat data flow back to Meta & Google, so the engine learns what drives margin — not vanity clicks.
Hawky × Be Wellness · The funnel
13 / 15
PLATFORM — One platform behind the whole engine

Six modules, one compounding memory. The longer it runs, the sharper it gets.

MODULE 01
Creative intelligence
Decodes hooks, formats & claims that move ROAS.
MODULE 02
Generation studio
UGC video, shorts & statics — on-brand, at volume.
MODULE 03
Competitor radar
A live library of rivals’ ads, hooks & angles.
MODULE 04
Pre-flight testing
Predicts ROAS and gates weak creative before spend.
MODULE 05
Sales agents
Autonomous optimisation across Meta & Google.
MODULE 06
FeatherDB memory
Every result compounds — the system keeps learning.
Powered by FeatherDB — the adaptive memory that turns every result into a smarter next asset.
Hawky × Be Wellness · The platform
14 / 15
THE PILOT — Scope, deliverables & investment

A focused two-month pilot. 90 ad-ready assets a month, everything included.

MONTHLY · VIDEO
30 videos
UGC video creatives + product shorts + hooks — the split flexes to the data.
MONTHLY · STATIC
60 statics
Concept-led ad statics across every concern & both audiences.
INCLUDED
Intelligence layer
Creative analysis, competitor teardown & sales agents — every month.
BEFORE SPEND
Tested, not guessed
Winners gated in; weak creative never burns your budget.
2-MONTH PILOT · PER BRAND
₹1.25 lakh / month
90 ad-ready assets every month — 60 statics + 30 videos — plus creative analysis, competitor intelligence and sales agents. Two-month pilot: ₹2.5 lakh total, then we read the ROAS & repeat together and decide what scales.
Everything above for ₹1.25 lakh / month. Fixed scope, monthly cadence, no shoot or agency retainer.
Hawky × Be Wellness · The pilot
15 / 15
NEXT STEPS — How we start

One kickoff, first creative live in week one. Access, a brief, and the engine takes over.

Step 01
Connect
Ad account, store & brand kit · ~mins
Step 02
Kickoff brief
Lock concerns, offers & claims guardrails
Step 03
First drop
First statics & videos live in week 1–2
Step 04
Run & iterate
90 assets / mo · agents optimise to ROAS
You
Access + brand kit
Grant ad + store access; confirm claims guardrails.
Hawky
Analysis + production
Decode, generate & ship 90 assets a month.
Together
Review the pilot
Two months, then read the ROAS & repeat together.
Kickoff to first creative in week one. Two months to prove the engine on your account.
Hawky × Be Wellness · Next steps