URBAN COMPANY × HAWKY.AICREATIVE & AGENT INTELLIGENCE · 2026

INTRO — For Joel & the Urban Company performance marketing team

From human-led to agent-run.
Every category, launch-ready in a day. Creative intelligence for the growth engine you’re already building.

Urban Company runs performance across 47 Indian cities and a dozen-plus categories — and you’re already ahead of the market, automating with Claude and moving campaigns from human-led to agent-run. The bottleneck is creative: 7–8 static and 7–8 video masters per category, video stuck at GIF-level automation, and a post-IPO mandate for efficient growth. Hawky is the creative-intelligence and agent layer that closes that gap — entity-level creative decoding, narrative video at master quality, and goal + proactive agents that plug straight into the engine you’ve started.

Hawky.ai · Creative & audience intelligence

Reference accounts · Brands.live

02 / 15

CONTEXT — Where Urban Company is

Category leader, public company, and a growth engine mid-transition to AI.

The brand

India’s full-stack home-services marketplace — 51 cities (47 India + UAE, Singapore, KSA JV), listed Sept 2025 at a 57% premium.
FY26 revenue ₹1,555 cr (+36%); but a swing to a ₹235 cr loss — InstaHelp burn makes efficiency the board mandate.
Ad costs already cut from 21% to 15% of revenue pre-IPO — the next efficiency wave must come from creative & automation, not just budget cuts.
82% of transaction value from retained customers; Native hardware growing 300%+ — many engines, one media budget.

The stack today

Performance across Meta, Google & CRM for all core India categories, run by Joel’s team.
Already automating with Claude — early success moving campaigns from human-led to agent-run.
Design team on Gemini: ~7–8 static + 7–8 video masters per category; one-off quality is good.
Video is the unresolved gap — automation has only reached GIF-level, not narrative story videos.

The growth job

An end-to-end AI growth engine: creative → launch → optimisation, with humans setting goals, agents doing the work.
Master-quality video at automation scale — per category, per city, per cohort.
Isolated, clean creative experiments per category — know which entity moved the metric.
Defend InstaHelp & core categories against Snabbit, Pronto and vertical rivals — without quick-commerce-style burn.

03 / 15

PROBLEM — The creative bottleneck

The agents are ready. The creative isn’t. A dozen categories × 47 cities × seasonal moments — served by 15 masters per category and GIF-level video.

A category media budget — where performance actually leaks (illustrative)

Creative fatigue · stale masters28%

Wrong cohort match22%

Untested variants18%

Video gap16%

Working spend16%

Same 15 masters rotating for months — CPMs rise as audiences tune outA new-mover ad served to a repeat salon user — message–audience mismatchVariants launched on instinct — losers found after spend, not beforeGIF-level video where rivals run narrative story ads — weakest asset classFresh, matched, tested creative — the share doing the actual work

None of this is a targeting-tools problem — your stack is modern and your agents already work. It’s a creative supply and intelligence problem: not enough fresh masters, no entity-level view of why winners win, and no video engine worthy of the automation around it.

Today — human-led creative loop

Design team hand-crafts ~15 masters per category in Gemini; refresh cadence measured in weeks.
Video automation stuck at GIF-level — narrative property of a story ad is lost.
Experiments overlap; hard to isolate which creative element moved the metric.
Learnings live in decks and heads — each new category launch starts near zero.

With Hawky — agent-run creative loop

Entity library decoded from every past ad (100–280 attributes) feeds generation — masters multiply into cohort variants.
Image-to-video with SFX, music and narrative arc — same-day concept-to-live, master quality.
Every experiment isolated by design: one entity changed, results attributable.
FeatherDB remembers everything — the Electrician launch playbook compounds into the next category.

04 / 15

AUDIENCE — Six cohorts, six different bookings

‘Home services’ is a dozen businesses. Each cohort books on a different trigger — and repeats differently.

01

Dual-income household

28–45, metro. Salon-at-home, weekly cleaning, massage. The repeat engine — 82% of NTV comes from cohorts like this.

SIGNAL · repeat bookings / 90d

02

New mover

Just moved or renovating. Deep clean + painting + AC install + carpentry in one burst. Highest basket, life-event triggered.

SIGNAL · bundle AOV

03

Appliance SOS

AC dies in May, geyser in December, RO overdue. Urgent, search-led, brutally seasonal — creative must match the moment.

SIGNAL · seasonal booking spikes

04

Native buyer

Considering an RO purifier or smart lock. D2C hardware journey — longer cycle, comparison-driven, 300%+ category growth.

SIGNAL · product page → purchase

05

InstaHelp household

Wants help at the door in 15 minutes. Metro micro-markets, frequency habit — the battleground vs Snabbit & Pronto.

SIGNAL · weekly order frequency

06

Service professional

Supply side. 83% join via referral, but new categories & cities need paid recruitment — a different funnel entirely.

SIGNAL · partner sign-up cost

05 / 15

AUDIENCE — Who → message → where

Entity-level creative only pays when it’s matched. Hawky builds and maintains this map from live booking data.

Cohort

The message that converts

Where — Meta & Google

C1Dual-income household

“Your weekend back — salon, spa and a spotless home, at home.” Comfort + trust entities: uniformed pro, ratings, before/after. →

Meta Reels — routine & self-care narratives
Google brand + ‘salon at home’ search

C2New mover

“New home, handled — deep clean, paint, install, done before you unpack.” Bundle entities: checklist, timeline, one booking. →

Meta life-event & mover signals
Google ‘painting cost’, ‘deep cleaning near me’

C3Appliance SOS

“AC fixed today — verified expert at your door in hours.” Urgency entities: same-day badge, technician close-up, price clarity. →

Google Search — ‘AC repair [city]’, peak-season UAC
Meta weather-triggered creative

C4Native buyer

“Water you can trust, a door that thinks — Native, by Urban Company.” Product entities: specs, warranty, install-included. →

Google PMax + Shopping
Meta consideration retargeting, demo videos

C5InstaHelp household

“Help at your door in 15 minutes — trained, verified, whenever.” Speed entities: timer, live map, repeat-booking hook. →

Meta micro-market radius ads, frequency capped
Google UAC in InstaHelp geos

06 / 15

APPROACH — What Hawky runs for Urban Company

Six layers, one loop. Built to slot into the AI growth engine you’re already assembling — not replace it.

L1

Creative intelligence

Entity-level extraction across statics & video — 100–280 attributes per creative, clustered by USP, hook and cohort.

LAYER 01

L2

Video engine

Image-to-video with narrative arc, SFX and music — master-quality story ads, same-day concept-to-live. The GIF-level ceiling, removed.

LAYER 02

L3

Competitive radar

Meta Ads Library + Google Transparency Center scraped every 30 minutes — Snabbit, Pronto, Yes Madam and category rivals, live.

LAYER 03

L4

Performance agents

Goal agents chase a metric with daily hypotheses; proactive agents monitor silently and alert on anomalies. Works beside your Claude stack.

LAYER 04

L5

Category launch flow

The Electrician demo, productised: entity library → creative pack → campaign structure → one-click deploy to Meta & Google.

LAYER 05

L6

Expert pod

Hawky specialists accountable for the pilot metric with your team — weekly reviews, guardrails yours.

LAYER 06

07 / 15

LAYER 01 — Creative & audience intelligence Illustrative preview · your data after integration

One grid: cohort × the KPIs that matter. Every cell backed by the entity-level attributes that produced it.

Creative Intelligence · Urban Company · cohort × booking KPIs

Cohort matrixEntity × cohortCategory view

6

cohorts tracked

SOS

cheapest booking

InstaHelp

best 90-d repeat

Native

longest cycle

BetterWorseEach cell vs your library median · click for the assets behind it

COHORT / SEGMENT

CPB

COMPLETED BOOKING

MED ₹315

CPI

APP INSTALL

MED ₹34

INS→BOOK

QUALITY

MED 11.4%

CTR

HOOK

MED 1.5%

CPM

REACH

MED ₹185

90-D REPEAT

RETENTION

MED 38%

SERVICES

Dual-income household

salon · cleaning · repeat

₹268

repeat engine

₹36

13.2%

1.8%

₹210

54%

New mover

bundles · life-event

₹402

highest AOV

₹41

10.8%

1.4%

₹198

31%

Appliance SOS

urgent · seasonal

₹224

search-led

₹27

15.6%

2.2%

₹165

26%

PRODUCTS & INSTANT

Native buyer

RO · smart locks · D2C

₹1,140

hardware AOV

₹52

4.8%

1.1%

₹240

—

InstaHelp household

15-min · micro-markets

₹196

frequency play

₹31

12.4%

1.9%

₹172

61%

SUPPLY

Service professional

recruitment funnel

₹540

per sign-up

₹38

7.6%

1.2%

₹146

—

08 / 15

LAYER 02 — Video at master quality, at feed scale

Past the GIF ceiling. Narrative story videos — hook, problem, service, proof, CTA — generated same-day, per cohort.

INPUT

Masters & entity library

Your 7–8 masters per category + decoded entities from every past winner.

›

HAWKY · COMPOSE

Narrative build

Story arc assembled per cohort: hook → tension → service → proof → CTA. SFX + music scored.

›same day

QUALITY GATE

Master-level check

Brand, claim and quality checks — only assets at master fidelity pass.

›approved

VARIANTS

Cohort × city × moment

One story → dozens of variants: language, city, seasonal trigger.

›

DEPLOY

Meta & Google

Reels, Stories, UAC, PMax — wired into the launch flow on the next slide.

↻ every video’s performance is decoded back into entities — the next batch composes from what actually converted

A · TODAY

GIF-level automation

Gemini one-offs are strong, but automated video plateaus at animated statics. Story-driven ads — the format winning Reels — still need human production time you don’t have at 12+ categories.

B · WITH HAWKY

Same-day story ads

Image-to-video with narrative structure, SFX and music. Concept in the morning, live by evening — per category, per cohort, at master quality.

C · THE POINT

Video is where your creative gap and your rivals’ spend overlap. Closing it converts your automation lead into a visible advantage on feed.

09 / 15

LAYER 03 — Competitive radar

Scraped every 30 minutes. Meta Ads Library + Google Transparency Center + custom scrapers — rivals’ creative strategy, decoded live.

Rival

Where they attack

Their creative play

The gap Urban Company owns

Snabbit

Instant home help in metro micro-markets — your InstaHelp battleground

Speed-first performance creative; aggressive incentives and burn-funded CAC

Trust + breadth: trained pros, ratings history, and a platform the whole home already uses — outlast burn with better creative economics

Pronto

Quick domestic help, quick-commerce playbook

10-minute promise, dark-store-style density messaging

Unit economics story: agents optimise to repeat frequency, not first-order bribes

Yes Madam + vertical salons

At-home beauty — attacks your highest-repeat cohort

Price-led offers, beauty-native influencer content

Premium trust entities: verified pros, hygiene protocol, outcome proof — sell the standard, not the discount

Brand service networks + local discovery

Appliance repair via OEMs, Justdial/Sulekha long tail

Warranty-authority messaging; classifieds volume

Speed + transparency: same-day badges, upfront pricing, 30-min-fresh competitive counters in creative

10 / 15

LAYER 04 — Performance agents

Two kinds of agents, one engine. Goal agents chase the number; proactive agents guard it — beside the Claude automation you already run.

SET GOAL

Human decision

Joel’s team sets the metric: CPB, ROAS or repeat-rate per category. Guardrails defined.

›

GOAL AGENT

Daily hypotheses

Generates & ranks moves each morning: budget shifts, new variants, cohort changes.

›executes

EXECUTE

Meta & Google

Approved moves deployed — bids, budgets, creative rotation.

›24/7

PROACTIVE AGENT

Silent monitor

Watches every campaign; no noise while healthy.

›on anomaly

ALERT & ACT

Slack in minutes

CPM spike, fatigue, tracking break — flagged with a suggested fix, not just an alarm.

↻ every hypothesis & outcome is logged to FeatherDB — agents argue from evidence, and the audit trail is yours

A · GOAL AGENTS

Chase a metric

“Get salon-at-home CPB under ₹250 in Bengaluru” — the agent generates daily hypotheses, tests them within budget caps, and reports what moved.

B · PROACTIVE AGENTS

Guard the account

No dashboards to babysit. Silent while things are fine; specific and early when they aren’t — anomaly, cause, suggested action.

C · FIT WITH YOUR STACK

Your Claude automation stays. Hawky’s agents handle the creative-and-media layer and expose their reasoning — so the transition from human-led to agent-run stays inspectable.

11 / 15

LAYER 05 — One-click category launch

The Electrician demo, productised. Any category — new city, new season, new service — launch-ready in a day.

Category brief

human input · 15 min

Entity library

what wins in this category

Creative pack

statics + story videos

Campaign structure

cohorts · budgets · bids

One-click deploy

Meta & Google, live

Agents take over

goal + proactive

Today — a category launch

Weeks of briefs, design cycles, campaign builds and QA across teams — each launch a bespoke project.

With Hawky — a day

The Electrician flow you saw in the demo: brief in, entity-informed creative pack out, structure built, deployed in one click — agents optimising from hour one.

Why it compounds

Every launch feeds FeatherDB. Category #12 launches with the accumulated evidence of the first 11 — playbooks, not projects.

12 / 15

ENGINE — What’s under the hood

Six modules, one memory. Everything writes to FeatherDB — so the system compounds instead of resetting each quarter.

DECODE

Creative intelligence

100–280 attributes per creative, statics & video — entity clusters scored against bookings.

COMPOSE

Video engine

Narrative image-to-video with SFX & music — master quality, same-day.

RADAR

Competitive intel

Ads Library + Transparency Center + custom scrapers, every 30 minutes.

AGENTS

Goal + proactive

Daily hypotheses toward your metric; silent anomaly guard on everything else.

LAUNCH

Category flow

Brief → creative pack → structure → one-click deploy.

MEASURE

Booking attribution

Install → booking → repeat wired from your CRM — LTV shapes the buying.

13 / 15

CAPSTONE — AI runs the volume. Humans own the number.

Agent-run, accountably. The transition you’re driving — with a pod that answers for the pilot metric.

STRATEGY

Growth lead

Owns the pilot metric with Joel’s team; sets category strategy and the weekly agenda.

CREATIVE

Creative strategist

Turns entity insights into briefs — statics and story video, per cohort, per season.

PERFORMANCE

Platform specialist

Meta & Google hands-on: structures, bids, agent guardrails, PMax/UAC hygiene.

DATA

Measurement engineer

Keeps booking & repeat attribution honest — CRM wiring, isolated experiments, agent audit trails.

Accountable

The pod is accountable for the pilot category’s metric — reviewed weekly against target. Agents move budgets hourly and propose hypotheses daily; people answer for the outcome, and every agent decision stays inspectable.

14 / 15

NEXT STEPS — The pilot, as discussed

One category, two months, agents live. 2-month pilot → 12-month engagement if it earns it — starting from campaigns you already trust.

WEEK 1

Connect & onboard

Ad account access + pilot budget for the chosen category. Onboarding requires 2+ mature campaigns — the entity decode starts from proven signal.

WEEK 2

Decode & baseline

90 days of creatives decoded into entities; cohort × KPI matrix (slide 07) built on your real numbers; pilot metric & guardrails agreed.

WEEK 3

Creative & agents live

First story-video batch through the quality gate; goal agent live on the pilot metric, proactive agent watching everything.

WEEK 4+

Launch flow & scale

One-click category flow proven end-to-end; weekly reviews vs target through month 2 — then the 12-month decision is yours.

HAWKY

Expert pod

Growth lead · creative strategist · platform specialist · measurement engineer.

URBAN COMPANY

Joel’s team

Pilot category & budget owner, brand guardrails, agent approval gates.

CADENCE

Weekly review

Pilot metric vs target · agent hypothesis log · creative batch approvals · next categories queued.

15 / 15

PILOT PRICING — 2 + 12 month engagement

₹60,000 / month / brand. A scoped 2-month pilot to prove value on 2 use cases — converts to a 12-month Pro plan on success, no further commitment if outcomes don't meet expectations.

MONTHS 1–2 · SCOPED PILOT

₹60,000 / month / brand

Time-bound, hands-on engagement to prove value on 2 specific use cases. Close collaboration between our team and yours to configure, tune, and operationalise each use case.

VIDEO ADD-ON

₹4,000 / video

30–45s videos available on a pay-as-you-go basis during the pilot.

MONTHS 3–14

Converts to Pro

12-month Pro subscription on success. No further commitment if pilot outcomes don't meet expectations.

USE CASE 01

Data-driven Creative Production Agents

A closed-loop creative engine — signals in, on-brand assets out, performance back in. Intelligence signals · production engine · 200 on-brand statics/month, multi-format · performance feedback loop.

USE CASE 02

Competition Agents

Continuous scrape of competitor ads, spend patterns, creative angles & positioning gaps. Competitor creative · spend decode · search-ads analysis · Google spend signals · custom CXO reports.

USE CASE 03 · INCLUDED

Creative Intelligence

Reporting agents · unified dashboard · conversational copilot · goal & optimisation agents · custom dashboards & integrations to your internal data & tools.

Close collaboration

Joint kick-off & weekly working sessions · shared Slack channel · Hawky team configures brand, competitors, signals & agents · co-defined success metrics · iterative tuning based on your feedback. The goal of the pilot is to operationalise these 2 use cases end-to-end inside your team.

From human-led to agent-run.Every category, launch-ready in a day. Creative intelligence for the growth engine you’re already building.