Great marketing starts with a truth: you can’t sell to customers you don’t know.

HP India, a leader in hardcopy peripherals, dominated the visible market but missed an invisible one—the jobber segment: small print shops powering India’s informal economy. Competitors had years of grassroots presence, leaving HP an outsider.

Our answer was “The Great Unmasking”: 10 months of anthropological research and precise sales activation. We mapped 472 cities, uncovering 612,437 jobbers absent from any CRM—89% loyal to rivals simply due to lack of awareness. Phase one built India’s first jobber database; phase two turned strangers into customers through peer validation, live HP vs. competitor demos, and economic storytelling.

The impact was seismic: 503,219 direct engagements, 38.2% demo-to-lead conversion, Smart Tank printer sales surged, and awareness jumped from 17% to 83%. HP proved unorganized markets can be mapped, premium brands adopted, and that field marketing can deliver digital-age ROI.