Mumbai: OktoBuzz, the Mumbai-based brand solutions and strategic marketing agency, has announced the launch of ‘The Zero Retainer’, an outcome-led commercial model designed to challenge the conventional agency retainer structure and align agency earnings directly with business performance.
Known for working with brands including Westside, Aldo, Bath and Body Works, Hamleys India, Godrej Locks and Amazon Audible, OktoBuzz is introducing the initiative as a strategic experiment in performance-driven partnerships.
Under the inaugural edition of ‘The Zero Retainer’, the agency will select only two Indian e-commerce brands to participate in a growth-focused engagement where no fixed retainer fee will be charged. Instead, OktoBuzz will operate exclusively on a revenue-share model linked to measurable business outcomes across marketplace and e-commerce channels.
As part of the structure, participating brands will continue to independently manage media spends, while OktoBuzz will earn a percentage of revenue generated through agreed digital commerce channels. If business growth is not achieved, the agency will not receive compensation.
Commenting on the initiative, Neha Shah Majithia, Co-founder, OktoBuzz, said, “For years, brands have asked agencies to think like partners. Some of them eventually asked us a tougher question: are you willing to get paid like one? That question sparked a lot of conversations inside our team. What we realised was that a growing number of brands weren’t looking for another vendor relationship. They wanted an agency that would take ownership of growth, and share accountability for the outcome. The Zero Retainer (E-commerce Edition) was born from that thinking. It’s a bold model, but a simple one. If we help create growth, we share in the success.”
The launch reflects OktoBuzz’s broader strategic philosophy that brands often face a clarity challenge rather than a positioning challenge, and that sharper strategic alignment can unlock stronger marketing performance.
Recognised among India’s top 14 most effective independent digital agencies on the Effie Index, OktoBuzz has built its reputation around combining strategic consulting, brand-led communication, creative execution, content capabilities, and performance-oriented digital growth.
The agency stated that its confidence in the new commercial approach is backed by its experience delivering marketplace and e-commerce growth for brands such as Hamleys, Vithoba and Godrej Locks through marketplace optimisation, performance marketing, content enhancement, creative experimentation and growth strategy.
Speaking on the model, Deuben Alvares, Lead – E-commerce, OktoBuzz, said, “With proven success driving growth for brands like Hamleys, Vithoba, and Godrej Locks, we know what delivers results in e-commerce and marketplaces. The Zero Retainer model reflects that confidence, eliminating upfront fees and aligning our success directly with our clients’ growth. It’s a performance-first partnership where we share both the risk and the rewards.”
The initiative officially opened on June 16, 2026, with applications for participating brands remaining open until June 21, 2026.
By introducing a model tied entirely to measurable outcomes, OktoBuzz aims to redefine agency-brand partnerships and encourage a stronger focus on accountability, shared growth, and long-term business impact.
