Group Shaman — Marketing Case Study

01 — Brands

Four brands. One cohesive voice.

Each brand required a distinct tone, audience strategy and content language — while contributing to Group Shaman's unified premium positioning.

Arya Honda

Passenger Cars · South Mumbai

Mumbai's leading Honda dealer since 2005, spanning 2 showrooms and 5 service centres. Content strategy focused on lifestyle, service trust and community building across South Mumbai, Ghatkopar, Thane and Navi Mumbai.

@aryahonda

Volkswagen Downtown

Premium Cars · Largest VW Dealer

Mumbai's oldest VW dealership and the largest premium Volkswagen-selling dealership in the country. Built from under 5K to 12K followers during my tenure — now 30K+, making it the most-followed VW dealership in India.

@volkswagendowntown

Shaman Triumph

Premium Motorcycles

India's largest Triumph Motorcycles dealership. I grew the Instagram to 10K followers — the highest-following Triumph dealership in India — through aspirational content, community rides and experiential events.

@triumphmumbai

Shaman Used Cars

Certified Pre-Owned

The group's certified pre-owned division. Built trust-led content around transparency, quality assurance and fair pricing, supporting sales conversions through digital campaigns and Das Welt Auto preowned promotions.

@shamanusedcars

02 — Responsibilities

The full marketing function — owned entirely.

📱

Social Media Management

Managed all social media channels across Instagram, Facebook and LinkedIn for all four brands plus the Group Shaman master page. Created, scheduled and published every piece of content — from product launches and festive campaigns to reels, carousels and customer testimonials.

🎪

Event Planning & Execution

Planned and executed a full calendar of showroom events, customer drives and outdoor activations — including a mega delivery event at Jio World Centre, the Sneaker Showroom Event, Children's Day Carnivals, and collaborations with Harley Davidson and Ronan Keating.

📣

Paid Digital Advertising

Ran Meta Ads campaigns across Facebook and Instagram for lead generation, service promotions and vehicle launches. Managed targeting, budget allocation and campaign reporting, analysing CPL, CTR and ROAS to optimise performance.

📧

Email & SMS Campaigns

Executed email marketing to existing customer databases and SMS campaigns for service reminders, seasonal offers and event invitations — maintaining customer relationships and driving repeat service visits.

🤝

Brand Collaborations

Initiated and managed partnerships with complementary brands including Harley Davidson, Ocean Beverages, Captain Zack, Paws Hunger and Coco High — creating co-branded content and events that expanded reach beyond the automotive audience.

🧑‍💼

Strategy & Reporting

Attended dealership-level strategy meetings, advised management on campaign direction and presented performance reports. Conducted competitor research and market analysis to identify growth opportunities across digital and offline channels.

04 — Brand Collaborations

Expanding reach beyond the showroom floor.

Initiated and executed partnerships with lifestyle, pet care, F&B and entertainment brands — growing the dealership's audience beyond traditional automotive buyers.

Harley Davidson

Lifestyle · Automotive

Cross-brand outdoor collaboration bridging premium motorcycle and premium car audiences. Delivered one of the highest-performing organic reels of the campaign period.

View Campaign

Ronan Keating

Entertainment · VIP Event

Coordinated social media amplification and content production for the Ronan Keating experience event tied to the Tiguan launch — creating luxury brand association.

View Campaign

Captain Zack

Pet Care · Lifestyle

Pet care brand partnership timed around Raksha Bandhan — tapping into pet-parent culture to extend brand reach outside traditional car-buyer demographics.

View Campaign

Ocean Beverages

F&B · In-Event

F&B brand collab supporting showroom events — co-produced social content that gave both brands organic cross-audience exposure.

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Coco High

Lifestyle · F&B

Lifestyle brand collaboration producing a co-branded reel that positioned Volkswagen Downtown within a trendy, premium urban lifestyle context.

View Campaign

🐶

Paws Hunger

Pet Care · Community

Pet-focused community brand partnership that supported the showroom's "pet-friendly" positioning — creating content that drove strong community engagement and shares.

View Campaign

05 — Digital Marketing

Paid, owned and earned — all managed in-house.

Meta Ads (Facebook & Instagram)

Ran paid campaigns across Meta (Facebook & Instagram) and Google Ads for lead generation, vehicle launches and service promotions. Managed targeting, audience segmentation, budget allocation and creative testing across search, display and social. Tracked CPL, CTR and ROAS to optimise live campaigns.

Email Marketing

Executed targeted email campaigns to existing customer databases — covering seasonal offers, service reminders, event invitations and product launches. Maintained customer relationships to support retention and repeat service visits.

SMS Campaigns

Deployed SMS campaigns for time-sensitive offers, service reminders and event notifications — achieving high open-rate cut-through for promotional messaging.

Organic Social (Instagram · Facebook · LinkedIn · YouTube)

Managed the full content calendar across all brands and platforms — producing posts, reels, carousels, stories and IGTV. Grew Volkswagen Downtown to the most-followed VW dealership in India, and Shaman Triumph to the most-followed Triumph dealership in India.

30K+

VW Downtown Followers

10K+

Triumph Mumbai Followers

100+

Pieces of Content Created

12+

Major Events Activated

Brand Collaborations

10+

Customer Drives Organised

Brands Managed

VW Dealership IG in India

Triumph Rides Programme

Building India's biggest riding community — one ride at a time.

Customer rides were our most powerful retention and acquisition tool. Every ride kept existing owners engaged, put Triumph bikes on roads across Mumbai, and generated word-of-mouth that no ad could buy. I planned, promoted and executed the full ride calendar — from breakfast runs to overnight adventures to multi-day Himalayan expeditions.

Adventure · Expedition

Zangskar Valley Himalayan Adventure

14-rider expedition from Manali through Shingo La – Padum – Drang Drung Glacier – Penzi La – Kargil – Lamayuru and back. 8 days, some of India's most extreme terrain. Planned, promoted and filled all 14 slots.

Aug 13–20, 2022 · 14 Riders · Manali to Kargil

Building India'smost successfuldealerships.

Four brands. One cohesive voice.

The full marketing function — owned entirely.

Building India's most-followed dealership pages.

Expanding reach beyond the showroom floor.

Paid, owned and earned — all managed in-house.

Building community one drive at a time.

The numbers that matter.

Every channel. Every brand.

Shaman Triumph — India's most-followedTriumph dealership.

Building India's biggest riding community — one ride at a time.

Every new outlet. Every launch. Owned entirely.

Turning showrooms into experiences.

Meta Ads. Google Ads. Real results.

From Monster Energy to Raze. From influencers to India Bike Week.

Arya Honda — Mumbai's leading Honda dealership.

Educational, heritage and launch content — built for Honda owners.

Anniversary drives, city experiences and community milestones.

Building India's
most successful
dealerships.

Shaman Triumph — India's most-followed
Triumph dealership.