YouTube · ORM · India
YouTube ORM & Brand Channel Strategy
Ran YouTube ORM and channel strategy for brands with average monthly ad spends of INR 15 to 20 lakhs.
Headline Result
INR 15 to 20L/month average spend. Brand-safe YouTube ORM at scale.
Brand
Multiple Brands
Role
YouTube Strategy & ORM Lead
Duration
2023 to Present
Market
India · Multi-brand
Overview
YouTube ORM at INR 15-20L/month means every comment, response video, and creator mention has a paid budget multiplying its impact. I built the workflows that kept brand sentiment, paid amplification, and creator narratives in the same operating system — so spend went toward growth, not damage control.
Monthly spend
₹15-20L
average distribution budget
ORM coverage
24/7
comments, mentions, response videos
Channels managed
Multi-brand
across categories
Goal
Protect and grow brand reputation on YouTube while running paid distribution at a meaningful scale.
Challenge
YouTube is the hardest surface to manage reputation on. Comment sections, response videos, and creator narratives can swing brand perception fast, and paid spend amplifies whatever is already there.
Result
Owned YouTube ORM workflows across brand channels, with monthly distribution budgets in the INR 15 to 20 lakh range. Tight coordination between organic comment management, creator outreach, and paid amplification.
The Approach
How the work actually got done.
01
Three-layer ORM workflow
Built a daily operating rhythm covering comment management, mention tracking, and response-video monitoring — with escalation paths to brand and legal when needed.
- Comment triage with tone-tagged response templates
- Mention monitoring across channels in the same niche
- Response-video early warning + creator outreach playbook
02
Channel strategy that complements paid
Organic uploads designed so paid amplification did not contradict the comment culture. Avoided the trap of paid videos generating engagement the channel could not service.
03
Budget discipline at scale
At INR 15-20L/month, every spend decision was tied to a measurable outcome: view-through rate, qualified traffic, or sentiment shift. No vanity spend.
Core Competencies
- YouTube ORM
- Channel Strategy
- Brand Safety
- Budget Management
Deliverables
- YouTube ORM SOP with escalation tiers
- Comment response template library
- Monthly spend + sentiment report
- Creator outreach playbook
Stack & Tools
- YouTube Studio
- Google Ads
- Brand24
- Notion
- Looker Studio
"On YouTube, ORM and paid are the same job. Run them in different rooms and the spend amplifies the wrong narrative."