The use of auxiliary information has a long history in statistical theory and estimation procedures. The utility of supplementary knowledge becomes vital when information about the study variable is limited. In this paper, we present a more competent mechanism to utilise auxiliary information in the estimation of the finite population mean. We propose a new exponential type of estimator for the estimation of finite population mean in the scenario where a simple random sampling scheme is adopted. Our proposed procedure is based on the dual use of the supportive information to maximise additional gain and involves the use of the mean of the auxiliary variable along with its rank to increase the extent of relevant information. The comparative performance of the proposed scheme is demonstrated with respect to 10 most used, classic, and some recent procedures in estimation theory literature. These are the classic mean estimator ̅ , the so-called traditional ratio, product, and regression estimators ̅ , ̅ and ̅ , respectively, along with the difference type estimator. . In addition, the more recent estimators investigated are the ratio-product exponential type ̅ , , difference exponential type ̅ , ratio exponential ̅ , , product exponential ̅ , and the ratio-product-exponential ̅ , all used for comparison. Moreover, we consider three data sets of a multidisciplinary nature, encompassing health surveillance, industrial production and poultry. The choice of data sets is mainly motivated by two reasons; (i) these data sets have been topics of contemporary techniques and, (ii) the considered data sets do offer a wide range of parametric settings, including lower extent of correlation between the study variable with the auxiliary variable and they also vary in sample sizes. In addition, we consider cases of a higher positive and higher negative degree of linear relationship extant between the study variable and auxiliary variable in these data sets. Along with the opportunity of conducting a fair comparison of our suggested strategy with contemporary techniques, the above approach allows for us to observe various patterns prevalent in the resultant gains of our newly devised scheme. Improvements are quantified by the mean square errors of the competing estimators, which are further transformed into relative percentage efficiencies to attain a comprehensive view of the research effort. Overall, we observe a noticeable amount of decrease in mean square error for our proposed estimator as compared to existing estimators, evident for all the considered data sets. However, there are a few observant patterns in the efficiency gains coinciding with assigned pre-defined parametric settings, in that the extent of the correlation between the auxiliary variable and output variable plays a pivotal role in the performance of estimation procedures. The improvement in the efficiency becomes more obvious as the degree of linear relationship between the output variable with the auxiliary variable strengthens. For example, minimum gain in percentage relative efficiencies (PREs) is observed for the 1 st data set, wherein the correlation coefficient, , , remains minimal. For the two other data sets the gain remains clearer as the correlation coefficient takes higher values, say, | , | > 0.85. We also note the varying performance hierarchy among contemporary estimators with respect to varying features of each population. Our proposed estimator outperforms the existing methods studied here in all cases. The mathematical expressions for the bias and mean squared error of the proposed estimator is derived under the first order of approximation. The theoretical and empirical studies show that the proposed estimator performs uniformly better than the existing estimators in terms of the percentage relative efficiency. We advocate that in future exponential smoothing will be used to quantify changes given updates by auxiliary information and recent observations.