Client Overview
Celcius Logistics is a 6+ years old Mumbai-based cold-chain logistics and technology platform that aggregates refrigerated transport and storage across India, serving sectors like food, ecommerce and pharmaceuticals.
About Project
Celcius was creating a new category—a tech marketplace for unbroken cold chain—but the market didn’t know they needed it. They needed to educate clients, attract investors, and recruit talent, all with zero category awareness. Their content was non-existent.
Our Approach
We built Celcius’ entire content engine from 0 to thought leadership. We executed a full 5A marketing funnel (Awareness to Advocacy). This meant creating in-depth, sector-specific blog articles on topics such as pharma cold chain challenges, as well as high-level topics like Cold chain trends in 2023, to establish its presence. We added more armour to owned media: launched a strategic mailer program for 4 distinct audiences (investors, clients, internal, recruits): created CXO hiring announcements, funding mailers, and 5+ city launch communications. Instead of selling product, we highlighted the massive food wastage problem Celcius tech can solve. This consistent, multi-format content stream educated the market, built immense credibility and aided their ₹100 Cr fundraise, expansion from 5 to 25 cities and team growth from 25 to 100 employees.
Organic Open Rate
0
%
Instead of only relying on paid and earned media, we decided to leverage owned media to keep the imp stakeholders (investors/ bankers/ employees/ industry) engaged.
SEO Blogs That Educated a Market
0
Umanshi published 3 SEO blogs every month focused on industry problems, regulatory gaps, pharma risks, food loss, and cold chain trends—written for decision-makers, not Google bots.
Website Traffic
0
x
We consistently analysed data on multiple platforms to optimise what’s working, what is not, researched on competition, new trends to lead discovery and convert it into website traffic
Testimonial
Umanshi Helped Us Implement Our Business Vision
It is a pivotal time for us when we are reimagining our brand. We wanted a marketing and branding agency that would aid us in decoding that while creating a larger thought leadership aura that would be a high point, especially in our business. Umanshi is helping us implement our vision.
Swarup Bose
Founder & CEO, Celcius Logistics
Built for Business Outcomes
Our strategy was built on deep market research. We analyzed new age logistics cos’ Facebook ads (Blackbuck’s 18+ video ads), studied LinkedIn personas of truck drivers and logistics managers, and forecasted keyword search volume to inform every piece of content. For a category like cold chain, trust is built long before a sales call. Content helped Celcius look credible, fundable, and scalable—even before they owned physical assets. That’s what category-creating content is meant to do.
End-to-End Ownership
For 18 months, we owned the entire content engine—research, ideation, writing, design briefs, approvals, publishing, distribution, and reporting—so content stayed consistent, timely, and aligned during Celcius’ rapid scale.
Category-First Keyword Strategy
We didn’t chase “logistics company” terms. We built authority around cold chain logistics, pharma cold supply, food wastage, unbroken cold chain, and temperature-controlled delivery—topics no one owned clearly.
Multi-Format, Multi-Stakeholder Content
Content wasn’t limited to blogs. We created SEO blogs, investor mailers, banker updates, CXO hiring announcements, internal townhall content, product launch explainers, and city expansion narratives—each designed for a specific audience.
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