Hawky × Razorpay — The Growth Agent for Agent Studio

01 · Who is Hawky

The agentic performance marketing platform

Always-on agents that read what performs, produce on-brand creative from the evidence, and keep iterating against the KPI. Humans own strategy and brand. Hawky owns the production and the iteration.

100+

Brands & agencies

15M+

Ads analyzed

1,00,000+

Creatives / month analyzed by Hawky

1,000+

Creatives / month, single brand

2×

Creative performance, proven

Trusted by 100+ brands and agencies — Puma, Amazon, Swiggy, Razorpay, Cars24, Bombay Shaving Company, The Man Company, bhanzu, Snapdeal, TVS, WPP, Omnicom, Social Beat, HiveMinds

“It's not just the quantity I love, it's the quality. I uploaded my brand book once and every ad speaks the language we want to speak.”

Pooja Jena · Brand Marketer · Cars24 — 1,000+ creatives / month · 15–20% lower CPA

02 · The solution

On-brand creative production, at ad scale

The Hawky creative studio gives every merchant a creative engine that already knows their brand — producing the volume performance marketing demands, without ever breaking brand consistency.

The use case

On-brand creative production. Not a template tool — an agent that studies the merchant's store, learns the brand, and ships performance-ready creatives for Meta and Google, continuously.

Observes the brand

From one Shopify link, the agent reads the products, the guidelines, the voice — and builds the merchant's brand DNA before producing a single creative.

Produces at ad scale

Catalogue, offer and occasion creatives generated in batches, not one-offs — the volume performance marketing actually demands.

Stays on-brand

Every output honors the merchant's logo, palette and tone. The brand team never has to choose between speed and consistency.

Catalogue

Every SKU, ad-ready

Product creatives generated straight from the live store catalogue.

Offers

Deals & bundles

Price drops, combos and launches turned into creatives the same day.

Occasions

The festival calendar

Diwali to payday sales — creatives queued before the demand spike hits.

Refresh

Variants before fatigue

Winning patterns re-cut into fresh variants before performance dips.

03 · The merchant journey

Dashboard to first creative, in minutes

The Hawky app runs as a web view inside Agent Studio, on the surface merchants already open every day. Every step below is built to remove drop-off and shorten time-to-value — the two things that decide whether an embedded app monetizes.

One surface, two engines. Razorpay owns the merchant relationship and the distribution. Hawky runs the creative engine inside it.

01Distribution

Discovered on the daily surface

The merchant meets Hawky inside the dashboard they already open every day. Adoption rides Razorpay's own surface — no acquisition cost, no external funnel to build.

02Activation

SSO handoff, zero drop-off

Razorpay passes the merchant token over SSO. No signup form, no password, no context switch — the step where embedded apps usually lose merchants simply doesn't exist.

03Time to value Agentic

One Shopify link. Minutes to brand DNA.

The agent takes the store link, pulls every product, studies the branding guidelines, and assembles the merchant's brand DNA — logo, palette, type, tone. Value lands in the first session, not the first week.

04Conversion

Ten free creatives do the selling

The first five on-brand creatives are completely free, funded by Hawky. The merchant sees their own brand, done right, before paying a rupee — the free work is the sales pitch.

05Recurring revenue

A plan sized to the ad calendar

From the sixth creative on, the merchant moves onto a monthly plan matched to their campaign volume — and every paid creative carries Razorpay's margin. Creative demand recurs monthly; so does the revenue.

04 · Merchant plans

Four ways in. One production standard.

Four monthly plans, sized to the volume a merchant actually runs. Every plan carries the same on-brand production standard — what changes is how much a merchant ships each month. Kickoff is priced deliberately below the standard rate as the paid on-ramp; the three plans above it hold a flat ₹166.6 per creative and a clean third to Razorpay.

Self-serve plans

On-brand · ₹110 Hawky base / creative · Razorpay keeps 34% above Kickoff

Entry · Monthly

Kickoff

₹1,499

10 static creatives · ₹149.9 each

The first paid step after the free bundle
Statics only, same on-brand standard
Upgrade credited into any plan above
Hawky ₹1,100 · Razorpay ₹399

Starter · Monthly

First Run

₹4,999

30 on-brand creatives · ₹166.6 each

Catalogue & offer creatives from the live store
Brand DNA carried over from onboarding
Meta & Google ready, every ratio
Hawky ₹3,300 · Razorpay ₹1,699

Momentum

₹9,999

60 on-brand creatives · ₹166.6 each

Everything in First Run
Occasion calendar — festivals queued ahead
Variant refresh before fatigue
Hawky ₹6,600 · Razorpay ₹3,399

Scale · Monthly

Always-On

₹15,499

93 on-brand creatives · ₹166.6 each

Everything in Momentum
Continuous production, not one-off batches
Multi-format: statics + carousels
Hawky ₹10,230 · Razorpay ₹5,269

Plan	Creatives / month	Merchant pays	Hawky base @ ₹110	Razorpay keeps
Trust bundle · free	5	₹0	Funded by Hawky	—
Kickoff · statics	10	₹1,499	₹1,100 · ₹110 × 10	₹399 · 26.6%
First Run	30	₹4,999	₹3,300 · ₹110 × 30	₹1,699 · 34.0%
Momentum	60	₹9,999	₹6,600 · ₹110 × 60	₹3,399 · 34.0%
Always-On	93	₹15,499	₹10,230 · ₹110 × 93	₹5,269 · 34.0%

An on-ramp, then one rate

Hawky's base holds at ₹110 a creative across every plan without exception. Kickoff exists to remove the price objection at the very first step — ten statics for ₹1,499, twice what the merchant just had free, at a number nobody has to think about. Hawky takes its base and no more, so the thinner margin sits on Razorpay's side by design and only at this one rung. From First Run upward the merchant pays a flat ₹166.6 a creative and Razorpay keeps a clean third at every level, identical to forecast whether a merchant runs thirty creatives or ninety-three.

Kickoff ₹149.9 per creative, statics only · effective merchant rate ₹166.6 per creative on First Run, Momentum and Always-On · Hawky base ₹110 flat on every plan · Razorpay's share 34.0% above Kickoff, 26.6% on Kickoff · plan names and price points indicative, to be finalized jointly.

05 · Unit economics

The economics, per creative

One rate underneath every plan: Hawky's production base per creative, plus Razorpay's share. The split is a clean third of the plan price at every level, so partner revenue scales with volume and nothing has to be renegotiated tier by tier.

₹110

Hawky's base / on-brand creative

₹56.6

Razorpay's share / creative

₹166.6

Merchant price / on-brand creative

Plan	Creatives	Hawky base	Razorpay keeps	Merchant pays
Trust bundle · free	5	Funded by Hawky	—	₹0
First Run	30	₹3,300	₹1,699 · 34.0%	₹4,999
Momentum	60	₹6,600	₹3,399 · 34.0%	₹9,999
Always-On	93	₹10,230	₹5,269 · 34.0%	₹15,499

First 5 creatives per merchant are free, funded by Hawky — no split applies · revision v2, Hawky base set at ₹110 per creative · prices and split to be finalized jointly.

06 · Performance Agent

An agent that runs the account, not the report

Creative is the input. Someone still has to buy the media. The Performance Agent is an always-on operator that plans, launches and optimizes across Meta, Google and YouTube against one locked KPI — ROAS, CAC, or cost per settled order — twenty-four hours a day. It does the job, rather than reporting on it.

The loop

Test → Track → Optimize → Scale. The agent reads live performance, decides an action against the KPI, executes it inside the merchant's guardrails, then reads the result and goes again. Every pass writes back to Feather, so week twelve knows more than week one.

Connects in minutes

OAuth into Meta, Google and YouTube during onboarding. Bids and creatives push directly into the campaigns and ad sets the agent is bound to — no exports, no dashboards to babysit.

Operates against the KPI

Budget, bid, audience and creative rotation adjusted continuously. Spend re-allocates the moment a slice underperforms, not at the next weekly review.

Stays inside the rails

Spend caps, daily-change ceilings, allow-listed campaigns and escalation thresholds. The agent cannot act outside the rails the merchant draws.

Autonomy

You pick the gate

Shadow mode, then approval-gated, then autonomous — loosened as the audit trail earns trust.

Fatigue

Caught days earlier

Creative fatigue flagged well before the numbers slide, and refreshed from the studio.

Audit

Every move logged

Each action carries its trigger and a confidence score, and reverses in one click.

Memory

Feather underneath

Winners, approvals and competitor patterns held in one living context both agents read.

Why it matters here

Most Agent Studio merchants have no media buyer at all. The agent is not replacing an in-house team — it is the first one they have ever had, working a KPI that maps directly onto Razorpay's own settled-order volume.

07 · Ad Launcher

From creative to live campaign, in one approval

The gap between a finished creative and a running ad is where most merchants stall — generate in one tool, rebuild the campaign in another. Ad Launcher closes it. Every creative is bound to a specific Meta or Google ad set at the moment it is generated, held for approval, and published straight into the account from inside Hawky.

The launcher

Produce and publish on the same surface. Campaigns built, ad sets structured, creatives attached and shipped — the creative generated this morning can be spending budget this afternoon, without a download or a login to Ads Manager.

Bound at generation

Each creative is tied to the ad set it was made for before it is ever approved, so nothing is produced without a destination.

Approved in one click

Launch tasks land in Command Center assigned to the right person — creative work to creative, media work to performance — ready to approve and execute.

Published direct

Campaign, ad set and ad written straight into Meta and Google through the platform APIs. Nothing spends until the merchant signs off.

Triggers

Scheduled, signalled, on demand

Runs fire on a calendar, on a fatigue or CPL signal, or whenever the merchant asks.

Structure

Testable by default

Variants deploy into ad sets built for comparison, so the winner is actually knowable.

Control

Reversible in one click

Anything shipped can be rolled back, per ad or per campaign, from the same screen.

Loop

Live data returns

Published ads feed the Performance Agent, which briefs the next creative run.

08 · Agent offerings

Two more agents, the same split

Both agents are sold as monthly add-ons alongside the creative plans, on identical economics — Razorpay keeps a third of every rupee, exactly as it does on creative. One split across the entire catalogue, whatever the merchant buys.

Add-on · Monthly

Performance Agent

₹9,999

Per merchant + 5% of managed spend

Always-on buying against one locked KPI
Meta, Google and YouTube from one place
Guardrails, audit trail, one-click reversal
Hawky ₹6,600 · Razorpay ₹3,399

Best value · Monthly

Full Loop

₹21,999

Momentum + Launcher + Performance Agent

60 on-brand creatives every month
Launched and optimized end to end
Saves ₹2,998 against buying separately
Hawky ₹14,520 · Razorpay ₹7,479

Offering	Merchant pays	Hawky base	Razorpay keeps	Share
Ad Launcher	₹4,999	₹3,300	₹1,699	34.0%
Performance Agent	₹9,999	₹6,600	₹3,399	34.0%
Performance Agent · spend fee	5% of managed spend	3.3%	1.7%	34.0%
Full Loop · all three	₹21,999	₹14,520	₹7,479	34.0%

The second revenue line

The spend fee is where this compounds for Razorpay. Creative revenue scales with how many ads a merchant makes; the spend fee scales with how much they spend making them work — and that same spend is the settled-order volume already flowing through Razorpay. A merchant running ₹5L a month adds ₹8,500 to the partner line on top of their plan.

Razorpay's share held at 34.0% across every offering · spend fee charged on media managed by the agent, excluding the merchant's own manual campaigns · prices and split indicative, to be finalized jointly.

10 · The workflow

From Agent Studio to shipped creatives

The merchant lands on Razorpay Agent Studio, opens Hawky Studio, and connects over SSO. Meta brings the performance creatives and branding guidelines; Shopify brings the live catalogue. Brand DNA fuses both — and the studio ships.

Two feeds, one brain. Meta brings the performance signal, Shopify brings the catalogue — Brand DNA fuses them, and every creative ships already on-brand.

The close

Agent Studio protects merchant revenue. The Hawky app makes it grow.

Better creatives lift merchant sales. Merchant sales flow back through Razorpay. The partnership pays twice — a third of every plan, and the payment volume behind every winning ad.

The growth agent for Agent Studio