Lakshaya S, a marketing executive from Mumbai, gained attention for revealing how his company resorted to advertising on adult websites to reduce soaring costs associated with platforms like Meta and Google. With ad rates on these mainstream platforms ranging from ₹300 to ₹500 per thousand impressions, the team found that adult websites offered a significantly cheaper alternative at just 9 paise per thousand impressions. Their first campaign promoted performance-related supplements but failed to convert despite generating high traffic and impressions. Lakshaya noted that the consumer mindset was more crucial than demographics; users on adult sites were not in the purchasing mindset for such products. The company then pivoted to advertising sleep supplements, which resonated better with late-night audiences, resulting in improved sales and brand recall. Lakshaya's insights sparked discussions online about the importance of understanding consumer intent in marketing, with many praising the innovative approach.