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Ruckus Advertising & Events
Case Study · Brand & Digital

How Ruckus built Koovers’ social presence from the ground up, established a consistent brand system, carried it into physical stores, and supported the growth of its B2B app through store optimisation and paid acquisition.

The Koovers system: a brand guidelines page, three social creatives, a stationery application and the Koovers app on Google Play
BrandSocialStoreApp

Project Overview

A workshop-first brand, built for every touchpoint

Koovers is a B2B quick-commerce platform for genuine OEM and OES car spare parts — built for workshops, garages and fleet operators, and a 100% subsidiary of Schaeffler India.

Services

  • Brand system
  • Social media
  • Creative production
  • Outdoor & in-store branding
  • App Store Optimisation
  • Google Play Console
  • Google Ads
  • Meta Ads

Industry

  • Automotive aftermarket
  • B2B
  • Quick commerce

Platforms

  • Instagram
  • Facebook
  • Google Play
  • Google Ads
  • Meta Ads

Client Koovers

Websitekoovers.in (opens in a new tab)

Instagram@kooversindia (opens in a new tab)

AppGoogle Play (opens in a new tab)

  1. 01Brand system
  2. 02Social media
  3. 03Physical stores
  4. 04App store
  5. 05Paid acquisition
  6. 06App growth

Starting From Scratch

When we came on board, Koovers needed a stronger, more consistent digital presence. The brief wasn’t just to post more — it was to make a workshop-first brand recognisable everywhere it showed up.

What the brand had to stand for

  • Automotive expertise
  • Genuine spare parts
  • Speed
  • Reliability
  • Convenience
  • Workshop-first
  • Technology

Brand Foundation

Consistent communication needs rules. The Koovers Brand Guidelines set out the strategy, identity and applications that every post, poster and screen would follow.

Brand Guidelines page 14: the brand tagline — primary “Right Spares. Right Price. Right Time.” and secondary “Reliable, Fast and Genuine”
  • Brand Guidelines: Cover

    Cover

  • Brand Guidelines: Vision statement

    Vision statement

  • Brand Guidelines: Brand values

    Brand values

  • Brand Guidelines: Brand persona

    Brand persona

  • Brand Guidelines: Brand voice

    Brand voice

  • Brand Guidelines: Primary logo

    Primary logo

  • Brand Guidelines: Logo colours

    Logo colours

  • Brand Guidelines: Primary colours

    Primary colours

  • Brand Guidelines: Primary typeface

    Primary typeface

Brand aim

Inspire action by sharing our purpose.

Vision

To lead India’s automotive aftermarket ecosystem with innovation, adaptability, and a customer-centric approach, offering sustainable, quick commerce solutions.

Persona

Powering automotive spares business with precision, speed, and trust.

ValuesAccountabilityIntegrityPassionSpeedInnovationAgility

Quoted from the Koovers Brand Guidelines.

Target Audience

A mechanic in overalls working on an engine crankshaft
01

Automotive workshop owners & mechanics

Needs: Quality parts, timely delivery, technical help, and cost-effective services.

A fleet manager in a suit crouching beside a car
02

Fleet operators & managers

Needs: Bulk parts, accessible services, and a strong maintenance network.

Audience and needs as defined in the Koovers Brand Guidelines. Imagery from the guidelines.

Brand Voice

Clear. Knowledgeable. Helpful. Energetic.

  • Direct

    Clear, jargon-free — respects a busy workshop’s time.

  • Confident

    Backed by expertise, without boasting.

  • Supportive

    Helpful guidance, every step of the way.

  • Upbeat

    Energetic and forward-thinking.

Primary tagline · for all online & digital assets

Right Spares.
Right Price.
Right Time.

Secondary tagline · for all offline customer communication

Reliable, Fast and Genuine

Identity System

The circular K reads as a steering wheel — direction and control. Koovers Orange brings energy, Koovers Blue brings reliability, and Outfit carries every headline.

Brand Guidelines: the Koovers primary logo — the circular K icon with the KOOVERS wordmark and tagline

Koovers Orange

#F26522 · RGB 242 101 34

Koovers Blue

#005477 · RGB 0 84 119

Aa

Outfit — headlines

Helvetica — subheads
and body copy

System → Execution

The guidelines weren’t a document on a drive. They became the operating system for every post.

  1. Rule · Brand Guidelines

    Brand Guidelines: social media creative guidelines for static and carousel posts — a solid orange band at the base, CTAs and the circular icon above it

    Social guidelines → the feed

    An orange band anchors every post; the K and the call to action sit just above it.

    Execution · @kooversindia

    A Koovers box overflowing with alternators, batteries and electrical parts
    A spark plug product post: “Reliable ignition for consistent performance. Available for all major brands”
    Next rule

  2. Rule · Brand Guidelines

    Brand Guidelines: primary colours — Koovers Orange #f26522 and Koovers Blue #005477

    Colour → campaign

    Orange for energy, blue for trust — the same balance on every launch.

    Execution · @kooversindia

    Education carousel cover: “OEM, OES & IAM — here’s what makes each one different”, with brake discs and filters around an orange panel
    Reel cover on Koovers blue: “Your access to lakhs of spare parts”, with parts and Koovers boxes
    Next rule

  3. Rule · Brand Guidelines

    Brand Guidelines: brand voice — Direct, Confident, Supportive, Upbeat

    Voice → copy

    Direct, confident lines a mechanic gets in a second.

    Execution · @kooversindia

    Two mechanics checking an engine: “Stop overpaying for spare parts”
    Hands holding parts around a phone showing the Koovers app: “Need multiple parts for one repair? Get them all from one source”
    Next rule

  4. Rule · Brand Guidelines

    Brand Guidelines: brand imagery — a sports car on an open road

    Imagery → storytelling

    Real workshops and the people in them, framed with cinematic light.

    Execution · @kooversindia

    A mechanic leaning into an open engine bay: “A complete repair may need more than one part”
    Reel still: a smiling mechanic in a Koovers-orange jacket in a workshop

Social Media

Content strategy, creative direction and production for Instagram and Facebook — product posts, automotive education, workshop stories, app promotion and moment marketing, all in one voice.

Showing 14 creatives

  • A mechanic leaning into an open engine bay: “A complete repair may need more than one part”
    Workshop & brandA complete repair may need more than one part
  • Education carousel cover: “OEM, OES & IAM — here’s what makes each one different”, with brake discs and filters around an orange panel
    EducationOEM, OES & IAM — what’s the difference?
  • ReelReel cover on Koovers blue: “Your access to lakhs of spare parts”, with parts and Koovers boxes
    Workshop & brandYour access to lakhs of spare parts
  • A spark plug product post: “Reliable ignition for consistent performance. Available for all major brands”
    ProductSpark Plug — reliable ignition
  • ReelTwo mechanics checking an engine: “Stop overpaying for spare parts”
    AppStop overpaying for spare parts
  • LuK clutch kit product post with a Genuine Quality seal
    ProductGenuine LuK clutches
  • ReelA workshop owner at his desk, speaking to camera: “My workshop is an independent multi-brand workshop”
    Workshop & brand“My workshop is an independent multi-brand workshop”
  • Hands holding parts around a phone showing the Koovers app: “Need multiple parts for one repair? Get them all from one source”
    AppNeed multiple parts? Get them all from one source
  • Gandhi Jayanti tribute in watercolour blues and orange: “Honouring the man who fought for our freedom to work, build and dream”
    MomentsHappy Gandhi Jayanti
  • A mechanic browsing OEM, OES and IAM parts on the Koovers app: “Your choice, all in one place”
    EducationYour choice, all in one place
  • ReelReel cover: a Ganesha idol on a car dashboard in a workshop, “Happy Ganesh Chaturthi”
    MomentsHappy Ganesh Chaturthi
  • A Koovers box overflowing with alternators, batteries and electrical parts
    ProductA complete range of electric components
  • ReelA hand holding a phone with the Koovers parts catalogue: “Switch to smarter spare parts ordering”
    AppSwitch to smarter spare parts ordering
  • ReelReel still: a smiling mechanic in a Koovers-orange jacket in a workshop
    Workshop & brandBuilt for the people on the floor

Carousel · @kooversindia

OEM, OES & IAM — explained, slide by slide

Education that answers the question a workshop actually asks before it orders.

  1. Slide 1 of 5: OEM, OES & IAM — here’s what makes each one different

    OEM, OES & IAM — here’s what makes each one different

  2. Slide 2 of 5: OEM — the vehicle brand’s part

    OEM — the vehicle brand’s part

  3. Slide 3 of 5: OES — the original component supplier’s part

    OES — the original component supplier’s part

  4. Slide 4 of 5: IAM — the independent aftermarket part

    IAM — the independent aftermarket part

  5. Slide 5 of 5: Your choice, all in one place

    Your choice, all in one place

Reels, made for the scroll

Short, sound-off-friendly video from the Koovers feed.

  • Stop overpaying for spare parts

  • Switch to smarter ordering

  • Lakhs of spare parts

  • Happy Ganesh Chaturthi

Outdoor & In-store

The identity had to work as hard on a wall as on a phone. The same colours, the same K and the same tagline system extend to posters, signage, stationery and stores.

Brand Guidelines application: Outdoor
OutdoorBillboards carrying the poster system to the roadside.
Brand Guidelines application: Brand poster
Brand posterOne headline, one face, one offer — built on the colour balance rules.
Brand Guidelines application: In-store
In-storeWayfinding in Koovers blue and orange, with the circular K as the anchor.
Brand Guidelines application: Stationery
StationeryCards, letterheads and merchandise that carry the same system.

Brand applications as specified in the Koovers Brand Guidelines.

App Growth

~5K

November 2024

App downloads when we came on board

ASO · Play Console · Google & Meta app campaigns

50K+

September 2026

App downloads on Google Play

Koovers grew from approximately 5K app downloads when we came on board in November 2024 to 50K+ by September 2026 — with Ruckus supporting that growth through store optimisation, Play Console work and paid acquisition.

Download figures as reported by Koovers; the current Google Play listing shows 50K+ downloads.

Google Play screenshot: India’s largest B2B platform for spare parts — a mechanic with the Koovers app in his apron pocket

App Store Optimisation

The Play Store listing was rebuilt around how a workshop actually searches: by vehicle model, VIN or part number. Copy, screenshots and store visuals all tell the same story — genuine parts, every brand, delivered fast.

  • Description
  • Screenshots
  • Store visuals
  • Metadata
  • Play Console

From the optimised listing

“Get the right spare parts at the right price, delivered at the right time—only with Koovers.”

  • Google Play screenshot: India’s largest B2B platform for spare parts
  • Google Play screenshot: Search spares for any model
  • Google Play screenshot: Search by part number
  • Google Play screenshot: Get OEM & aftermarket spare parts
  • Google Play screenshot: Choose from popular brands
  • Google Play screenshot: Multiple payment options

The current Koovers listing on Google Play.

Google Ads · Meta Ads

App campaigns on Google and Meta put the Koovers app in front of workshops — and sent them to a listing built to convert.

  1. 01 · The ad

    App creative from @kooversindia

  2. 02 · The listing

    Google Play screenshot: search spares for any model — by vehicle model, VIN or part number

  3. 03 · The download

    50K+

    downloads on Google Play

    View on Google Play (opens in a new tab)

The Big Idea

  • The feed
  • The store
  • The app
  • The ad
  • The search result
  • The screen
  • The street

  • Social

    Social: “Get a complete range of electric components”

  • Physical

    Physical: in-store wayfinding from the Brand Guidelines

  • App

    App: choose from popular brands

  • Paid media

    Paid: “Download the Koovers app now” — app promotion reel with a Google Play badge

Results

~5K → 50K+

App downloads, November 2024 → September 2026 (client-reported)

  • Social presence built from scratch on Instagram and Facebook
  • A consistent, recognisable Koovers identity across the feed
  • Brand guidelines documented — strategy, identity and applications
  • The brand system extended to posters, signage and stores
  • Play Store listing and Google Play Console optimised
  • App acquisition supported with Google and Meta campaigns

The engagement

  1. 01Brand system
  2. 02Social media
  3. 03Creative production
  4. 04Outdoor & in-store branding
  5. 05App Store Optimisation
  6. 06Google Play Console
  7. 07Google Ads
  8. 08Meta Ads
  9. 09App growth

Closing

From feed, to store, to app.

We built the system behind the brand, carried it across social and physical touchpoints, and supported the digital journey all the way to app discovery and download.

Start your projectVisit koovers.in (opens in a new tab)
“A complete repair may need more than one part”
The Koovers app on Google Play
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