A playbook for app install campaigns in India

India adds millions of new smartphone users every year, and most of them discover apps through people, not app stores. That's why creator-led ads have become one of the most efficient ways to drive installs here.

Speak the user's language

Literally. Campaigns in Hindi, Tamil, Telugu, Bengali and Marathi consistently beat English-only creative outside the big metros. Pick creators who already make content in the language your users speak.

Show the app working

The best install ads show the app on screen within the first three seconds: the game being played, the payment going through, the order arriving. Viewers want to see what they'll get.

Optimise for the right event

Installs are easy to buy and easy to fake. Optimise for a deeper event such as registration, first deposit or first order, and pay for quality, not volume.

A quick checklist

• Track installs through your MMP from day one.
• Start with 20 to 30 creators, then scale the top performers.
• Refresh creative every two to three weeks to avoid fatigue.
• Watch day-7 retention, not just install count.

Cheap installs that never open the app again are the most expensive installs you'll buy.