About 1&O
Who we are, who we work with, and where to read what we have found.
1&O is a social media marketing agency in Mumbai that builds brand strategy, content and paid media around how people actually make decisions. It was founded in 2020 by Rachael Abraham and Jay Sharma and has grown at a 160% compound annual rate since. The work spans brand strategy and identity, content production, social media management, influencer marketing and paid media on Meta and Google.
1&O works with growing brands that are actively expanding and with established businesses whose brand has outgrown how it shows up online. It is built for family businesses where the next generation is modernising what the first generation built and for the heads of department who have to make that case internally.
At oneando.in/research. 1&O publishes original papers every week or two that explain the behavioural science behind everyday marketing questions, with every source listed so readers can check the evidence themselves.
Behavioural science
The evidence underneath the work, and what it does and does not license.
Behavioural science is the study of how people actually make decisions. It draws on economics, neuroscience and decades of controlled experiments. Its central finding is that most choices are made fast, through habit, emotion, context and mental shortcuts, rather than by careful calculation.
Behavioural science gives every stage of marketing a better starting point than opinion or habit: evidence on how people actually notice, decide and remember. In strategy, it moves the question from what a brand wants to say to what its customer needs to believe, feel or do before buying. In positioning, it shows which place in the customer’s mind a brand can own and which mental shortcuts already work for or against it. In content, it shapes what earns attention in the first few seconds, what makes an idea stick and what moves someone from interest to action. In paid media, it decides which message reaches which person at which moment. In analysis, it explains why the numbers moved and not just that they moved, so every next round of work is built on how customers really behaved rather than on what they said they would do.
No. Manipulation works against the customer or depends on them not noticing what is being done to them. Behavioural science used well does the opposite: it removes confusion, makes the right choice easier to see and helps people make decisions they are glad they made. Every business already shapes how customers see it through what it says, shows and charges, whether it plans to or not, so the real choice is between doing it with care and leaving it to chance.
Social media, explained
The groundwork: what these terms actually mean before anyone spends money.
Social media marketing is the use of platforms such as Instagram, Facebook, LinkedIn and YouTube to build a brand, reach the right customers and turn attention into enquiries and sales. It combines organic content, which a brand publishes on its own accounts, with paid media, which puts that content in front of chosen audiences. Done well, it is less about posting often and more about being remembered by the people who will eventually buy.
Social media management is the day to day running of a brand’s accounts: planning, posting, replying and keeping the presence active. Social media marketing is the wider job of using those platforms to grow the business, which includes strategy, positioning, content, paid media and measurement. 1&O does both, with the strategy deciding what the management should achieve.
Organic social media is the content a brand publishes on its own accounts, reaching its followers and anyone the platform chooses to show it to. Paid social media is advertising, where the brand pays to put content in front of a specific audience. Organic builds trust and memory over time while paid brings instant results. The two work best when they are planned together.
An established business should invest in social media marketing because the people it needs next, from customers to employees to partners, now look a brand up online before they ever make contact. Many businesses have sold well for decades through relationships and distribution, but in today’s market an online presence that looks smaller than the business itself costs it sales and momentum. Social media closes that gap, keeps the brand in the minds of people who are not buying yet and gives the business a voice it controls.
Content and production
What we make, who makes it, and what a shoot day actually involves.
Yes. 1&O plans and produces shoots for its clients, from brand films and product videos to reels and photography. Every shoot starts with a script, a shot list and a clear idea of what the content needs to do for the brand, so the day on set is spent making the work rather than working it out.
Yes. 1&O sources and briefs the talent a shoot needs, whether that is models, actors or creators. 1&O also directs them on the day so the content looks and sounds like the brand. Talent fees are either included in the proposal or agreed with you before anyone is booked.
Yes. Every idea, script and caption is written for the brand it is made for, starting from what that brand’s customers care about and how they decide. 1&O uses trends only where they genuinely fit a brand.
Yes. 1&O handles graphic design across everything a brand puts out: social media creatives, logos, templates, brand collateral and packaging design. All of it is built on the same brand strategy as the rest of the work, so the brand looks like one brand everywhere.
Yes. 1&O designs print material such as brochures, packaging, signage and in store collateral, so what a customer sees offline matches what they see online.
1&O builds the concept and all the creative for offline activations such as events, in store moments and pop ups, so they carry the same idea as the brand’s online presence. The activation itself is run on ground by your team or a partner, working from 1&O’s creative and brief.
Platforms and media
Where we work, and how the spend is planned and tracked.
1&O works across Instagram, Facebook, LinkedIn and YouTube, along with Google for paid search. It also works on any other platform where a brand’s customers actually spend their time. The mix is chosen for each brand based on who it sells to and how they buy, because doing two or three platforms well beats being thin everywhere.
Yes. 1&O plans, creates and manages paid campaigns on Meta, Google, LinkedIn and YouTube. That covers the strategy, the creative, the audience targeting and the ongoing optimisation, with every rupee tracked so budget keeps moving to what is working.
Yes. Social media management at 1&O covers the full loop: strategy, content, scheduling and the daily work of replying to comments and messages while building a community around the brand. How a brand answers people in public is part of how it is perceived, so it gets the same care as the content itself.
Yes. 1&O finds the right creators for a brand, briefs them properly and manages the collaboration from start to finish. Creators are chosen for how well their audience matches the brand’s customers, not only for their follower count.
Yes. 1&O designs and builds websites and landing pages, so the place a customer lands after an ad or a post carries the same brand and makes the next step easy to take.
Yes. 1&O creates content in Hindi, Marathi, Gujarati and other Indian languages as well as English, so a brand can speak to its customers in the language they think in.
Working together
Scope, contracts, timelines and what the first month looks like.
A range is set for each brand in the written scope before work begins, based on its goals, its platforms and how often its customers expect to hear from it. 1&O plans for the volume a brand can sustain at a high standard, because a steady rhythm of strong content does more than a burst of average posts.
1&O works on a monthly basis with one month’s notice, so the shortest engagement is two months. There is no long lock in, because the work should earn its renewal every month.
The first month is about getting the foundation right. 1&O audits where the brand stands today and works through MAPS: how the founder and the buyer each see the brand, who the audience really is, where the brand should sit in their world and what the strategy should be. That becomes a content plan for your approval and publishing starts once it is signed off.
Yes. 1&O can work alongside a client’s own team, taking on strategy, content, production or paid media where it adds the most while the in house team keeps ownership of the brand day to day. Roles are agreed at the start so nothing falls between the two teams. For brands that want more, 1&O can also set up a dedicated team that works only on their brand.
Yes. 1&O can build a dedicated pod that works exclusively on one brand, giving the business a full time marketing team without having to build one itself. 1&O handles the hiring, training, management, quality checks and salaries, so the team works with 1&O’s methods and senior oversight while staying focused entirely on your brand. It suits businesses that need the depth of an in house team but not the time and risk of building one from scratch.
1&O is built to deliver results, from quality leads to sales and growth. What it does not promise is exactly when they will arrive, because timing depends on factors outside any agency’s control, such as the category, where the brand is starting from, the budget, the competition and the season. What 1&O commits to is a clear strategy, work built on evidence about how people decide, monthly reporting on business outcomes and a plan that changes when the numbers say it should.
