A selection of digital campaigns and social content IPs conceptualised and executed across leading agencies.

The Brief

Following their launch in April 2025, beauty brand LOVETC wanted to host their very first exclusive social event for top beauty influencers. The objective was to build brand affinity, generate organic content, and position LOVETC as a vibrant, fresh player in the beauty space through an immersive, high-energy experiential event.

• Category: Beauty & Cosmetics
• Format: Creator Social Event & Experiential Gathering
• Content Deliverables: Teasers, Event Highlight Reels, Interactive Creator Content

The Campaign Execution

1. Teaser Phase: Setting the Vibe

To spark curiosity ahead of the event, the team shot and released a sleek, stylized teaser video across social media.

• The Visual Direction: Highlighting playful aesthetic setup, giving creators and followers a sneak peek into the upcoming brand experience.
• The Goal: Driving anticipation and establishing the visual identity for LOVETC's post-launch era.

2. Event Coverage & Highlight Reels

During the event, the team captured fast-paced, high-energy moments showcasing influencers engaging directly with LOVETC products.

• Dynamic Highlight Reels: Produced polished event recap videos that captured the glam, candid creator reactions, product testing stations, and ambient event decor.
• Experiential Content: Focused on real-time beauty transformations, product textures, and aesthetic event touchpoints to amplify FOMO across Instagram.

3. Interactive Creator Content

Beyond standard event coverage, the team executed engaging, lighthearted content formats to show off the playful personality of the brand.

• Tongue Twister Challenge: Filmed fun, candid creator games like beauty tongue twisters, driving high engagement and watch time across reels.
• Organic Creator Amplification: Encouraged attending influencers to post their own unboxings, GRWM videos, and event stories, creating a massive wave of user-generated content (UGC).

The Brief

Ahead of the summer season, Titan SKINN expanded its portfolio by launching a fresh range of everyday body mists. The goal was to position the body mist collection as an easy, playful spritz of instant revitalisation to combat summer fatigue.

• Campaign Hashtag: #BringTheDayAlive
• Season: Summer
• Category: Everyday Body Mists

The Creative Strategy

1. The Core Narrative

Summer calls for lighter, effortless scent options that can be applied generously throughout the day. The campaign centred on delivering a burst of fruity, zesty freshness, positioning the mists as an essential everyday pick-me-up.

• The Promise: "Spritz anytime you want, anywhere you want, and bring the day alive."
• Sensory Highlights: Vibrant notes spanning floral, fruity, and zesty profiles designed to instantly refresh and uplift your mood.

2. Launch Film Execution

The launch film captured high-energy summer moments, showcasing characters moving through their daily activities, from yoga sessions to casual hangouts. Each spritz served as a visual catalyst, unleashing colourful floral petals and vibrant fruit elements to symbolise instant freshness.

3. Digital & Social Media Rollout

To support the campaign launch across digital touchpoints, a high-octane social strategy was executed across Instagram:

• Fruity & Floral Visuals: Vibrant product creatives and carousels highlighting the key ingredients and fragrance notes of each variant.
• Summer Essential Positioning: Snackable reels and posts emphasising effortless, on-the-go reapplication during warm summer days.

The Brief

The client came to us with a new line of everyday fine fragrances called 24Seven. Their goal was to make luxury scents feel accessible and push young adults to wear fine fragrance as a daily habit, rather than saving it just for special occasions.

As my first solo campaign, I took ownership of the project end to end, from writing the core campaign line to scripting the influencer strategy and pitching the hero film concept.

What I Conceptualised & Delivered

1. The Core Tagline

"Fine fragrances for every hour, every day."

I conceptualised the main campaign tagline to give the 24Seven range a clear, memorable anchor. It bridged the product's round-the-clock appeal with an approachable, lifestyle-driven promise.

2. Hero Film Concept: The Reflection Device

To visually bring "every hour, every day" to life, I pitched and developed the main film concept using reflections as our central visual device.

• The Vision: Instead of traditional hard cuts, we used reflections to seamlessly transition between different times of day and shifting moods.
• The Flow: As the characters move through their daily routine, from morning commutes to content setups and late-night drives, their reflections capture the passage of time, with 24Seven as the constant thread carrying them through.

3. Influencer Scripting & Narrative

To build hype across Gen Z and Millennials, we partnered with a massive creator squad: Mithila Palkar, Ayush Mehra, Ahsaas Channa, Shantanu Maheshwari, Ishwak Singh, Sanjana Sanghi, and Alaya F.

• My Role: I wrote and structured the scripts for the influencer rollouts.
• The Pitch: I steered them away from dry product plugs and scripted organic GRWM (Get Ready With Me) moments and fast-paced "day in the life" stories. Each script matched the creator’s natural voice while seamlessly weaving in specific variants for different times of their day.

4. Social Media Strategy (Instagram Teasers & Launch)

To build buzz prior to the drop, I conceptualised and wrote the teaser and launch creatives for Instagram.

• Teasers: Created curiosity-driven copy and visual directions that played on time and routine before revealing the product.
• Launch Push: Crafted feed and story copy that hit hard on launch day to drive immediate engagement and push the new daily fragrance habit.

The Brief

During the festive season, people go all out with their outfits, jewellery, and styling. The client wanted to position Titan SKINN’s signature fragrances (Nude, Celeste, Escapade, and Nox) as an essential element of that festive wardrobe.

We repurposed SKINN’s campaign line, "Feel Your Best," and built a narrative around fragrance being the invisible, non-negotiable final touch that completes your look.

The Campaign Idea: Perfume as the Final Touch

1. The Core Narrative

Great clothes make you look good, but fragrance is what transforms your confidence and makes you feel your best.

• The Insight: Festive prep usually ends in front of the mirror with an outfit check. We shifted that final moment of getting ready to the spritz of perfume, the touch that sets the mood for the celebration.
• The Lineup:
  • Nude & Celeste: Soft, elegant notes for daytime gatherings and intimate festive moments.
  • Escapade & Nox: Bold, intense scents designed for high-energy festive parties and evening events.

2. Hero Film & Social Execution

• The Film: Centred on candid "getting ready" moments across different festive settings, building up to the spritz of SKINN as the ultimate finishing touch.
• Social Rollout: Multi-post Instagram strategy featuring style and scent pairings, carousel guides on matching outfits (ethnic, fusion, evening wear) with the right variant, and engaging festive prep triggers.

My Contribution

• Narrative Integration: Helped adapt and bring the repurposed "Feel Your Best" campaign line to life around the central hook: perfume being the final touch to complete your look.
• Social Copy & Strategy: Conceptualised and wrote the copy for the Instagram social rollout, including carousels, promotional teasers, and engagement posts that highlighted variant pairings for different festive occasions.

The Brief

When French Principal Perfumer Ilias Ermenidis, the creative genius behind SKINN Noura, visited India, the team was tasked with creating an exclusive digital conversation to celebrate the art of fragrance craft. The goal was to build a visually rich, high-engagement digital interview series that elevated the prestige of the SKINN Noura range.

• Campaign Name: Notes From a Perfumer
• Host: Mira Kapoor
• Special Guest: Principal Perfumer Ilias Ermenidis
• Format: Digital Exclusive Interview Series
• Media Coverage: Featured in Vogue India

The Creative Strategy & Execution

1. Talent Curation & Aesthetic Vision

To match the premium, sophisticated allure of SKINN Noura, we shortlisted and brought on Mira Kapoor as the host. The visual direction, set design, and tone were carefully curated to mirror the luxurious aesthetic of the Noura collection, creating an elegant backdrop for a deep dive into fine perfumery.

2. Teaser Phase: Building Curiosity

Before releasing the main interview, a multi-stage Instagram teaser rollout was deployed to create buzz and intrigue:

• Cryptic Audio & Visual Hooks: Short clips and quote cards teasing the intersection of Indian luxury and perfumery craftsmanship.
• Host & Guest Reveals: High-aesthetic countdown posts building anticipation around Mira Kapoor's conversation with the principal perfumer.

3. Main Launch & Media Amplification

The hero interview video launched digitally, capturing intimate conversations about scent memories, fragrance notes, and the art of creation behind SKINN Noura.

To amplify the launch beyond brand channels, the campaign was featured in Vogue India, giving readers an exclusive peek into the enigmatic world of perfumery and establishing SKINN Noura as a benchmark in fine fragrance.

4. Post Launch Engagement

Following the main drop, the team rolled out a series of post launch assets to sustain momentum across Instagram:

• Snackable Reels & Highlight Clips: Bite-sized interview moments focusing on specific fragrance notes, application tips, and personal stories.
• Behind the Scenes & Product Showcases: Content linking the principal perfumer's insights directly back to the sensory experience of wearing SKINN Noura.

The Brief & Objective

To mark MyBid’s first anniversary, we conceptualised #TheGrandBidParty, a month-long digital campaign. The goal was to build widespread brand awareness around the milestone, drive website traffic, and convert engagement into active user sign-ups by creating an unmissable, interactive birthday celebration online.

• Brand Name: My Bid
• Campaign Name: #TheGrandBidParty
• Objective: Drive brand awareness, maximise social engagement, and capture leads during the 1st anniversary celebration.

The Challenge

We needed to move beyond standard discount announcements and create a high-energy celebration vibe under the umbrella of #TheGrandBidParty. The campaign had to seamlessly coordinate multi-channel collateral, integrate influencer partnerships, and offer compelling birthday incentives to turn passive scrollers into registered users.

The Strategy & Execution

We executed an integrated, month-long digital takeover centered on birthday excitement, hashtag momentum, and exclusive user rewards.

1. Full-Funnel Visual Takeover

• Brand Refresh: Designed festive, high-energy campaign skins using the #TheGrandBidParty creative theme across all social media platforms alongside cohesive homepage banners.
• Content Cadence: Rolled out a multi-phase social content calendar featuring birthday teasers, reward drops, and celebratory engagement posts encouraging audience participation under the hashtag.

2. Creator Partnerships & Incentives

• Influencer Campaign: Partnered with 6 strategically selected influencers to amplify #TheGrandBidParty, demonstrate product value, and drive native traffic to the birthday offers.
• Conversion Hooks: Positioned exclusive anniversary discounts and bids as party perks to incentivise immediate action.

The Results

The integrated #TheGrandBidParty celebration delivered massive organic reach, high click-through engagement, and strong user acquisition metrics over 30 days:

• 2,000,000+ Total Impressions
• 55,000+ Link Clicks
• 10,000+ Mobile Verifications (New Leads)

The Brief

Fine jewellery brand Tyaani partnered with filmmaker Karan Johar to launch a contemporary line of modern Polki jewellery tailored for younger consumers. Working at Everymedia behind the scenes, the challenge was to create high-octane hype and drive maximum visibility for this high-profile brand reveal.

• Target Audience: Young, style-conscious consumers seeking modern Polki jewellery
• Target Demographic: 25 to 35 years

The Execution

1. The Cryptic Teaser Phase

To build curiosity before the official announcement, we rolled out a series of mysterious teaser posts and videos directly on Karan Johar's social channels.

• The Copy Approach: Kept the messaging short, punchy, and curiosity-driven to spark speculation across media portals and digital communities.
  • "Stay tuned to this space for more!"
  • "All that blings and shines! Shh, coming soon!"
  • "Here to help you set the trend! You'll know what I'm talking about in an hour!"

2. The Grand Reveal & DVC Drop

Following the teaser phase, we dropped the official brand launch video (DVC). The reveal tied Karan Johar's signature flair with Tyaani’s craft, driving immediate engagement across platforms and triggering widespread press coverage.

Campaign Results (Within 72 Hours)

• Trending Impact: #TyaaniByKaranJohar trended at #2 on Twitter during launch day.
• Total Reach: Surpassed 3 Million overall reach across social platforms.
• Video Views: Reached almost 1 Million views on the hero DVC.
• Audience Engagement: Generated over 850,000 interactions and grew Tyaani's follower base by 7% in just three days.

The Brief & Objective

Timed around Anti-Counterfeit Week, the goal was to launch an educational awareness campaign for Hyundai Mobis. The objective was to highlight the severe safety risks associated with counterfeit automotive parts and persuade car owners to strictly choose 100% genuine products.

• Brand: Hyundai Mobis
• Campaign Name: #SafetyMeinZeroCompromise
• Objective: Drive awareness around Anti-Counterfeit Week and position genuine parts as essential for vehicle and passenger safety.

The Challenge

Auto parts and counterfeit risks are often viewed as dry or technical subjects by everyday drivers. The challenge was to transform a regulatory compliance message into an engaging, emotional social media narrative that resonated with car owners and drove active online engagement.

The Strategy & Execution

1. Emotional & Purpose-Driven Messaging

We shifted the conversation from purely technical product specs to what truly matters: family safety and peace of mind.

• The Core Hook: Framed the choice between genuine and fake parts as a direct decision regarding the safety of loved ones, establishing that true protection allows zero room for compromise.
• Hashtag Momentum: Anchored all campaign communication under #SafetyMeinZeroCompromise to build strong topic association and searchable brand intent during Anti-Counterfeit Week.

2. Visual Social Media Series

• Contrast Storytelling: Developed a series of social creatives contrasting the reliability of authentic Hyundai Mobis parts with the hidden hazards of unverified counterfeits.
• Educational Hooks: Crafted clear copy highlighting how genuine components undergo rigorous testing to guarantee long-term durability and road safety.

The Brief

Launched during the peak of the COVID-19 lockdown, when millions were staying home and seeking creative, indoor stay-fit outlets, the objective was to build an engaged online community around belly dance. The campaign focused on making the dance form accessible, exciting, and easy to learn for people of all skill levels right from their living rooms.

• Campaign Name: Belly Dance Step
• Target Audience: Dance enthusiasts, fitness seekers, and belly dance lovers
• Target Demographic: 15 to 60 years

The Strategy & Content Execution

1. Bite-Sized Tutorial Series

To capitalise on the lockdown surge in screen time and home learning, we created a structured digital breakdown of foundational belly dance moves.

• Micro-Lessons: Short, easy-to-follow social videos focusing on specific isolation techniques, hip pops, shimmies, and fluid movements.
• Inclusivity First: Framed the content to be welcoming for a broad age demographic (15 to 60 years), breaking the myth that belly dance is difficult to pick up at home.

2. Engaging Visual Content & Reels

The Instagram rollout relied on visually vibrant Reel formats designed to capture attention and offer a positive, energising escape during lockdown stay-at-home routines.

• Demonstration & Rhythm: Paired clear physical demonstrations with rhythmic music to highlight the grace, technique, and energy behind each step.
• Progressive Learning: Structured posts so followers could easily save, rewatch, and practice routines at their own pace in their living rooms.

3. Community Building & Trend Activation

Beyond tutorials, the campaign focused on driving community interaction and encouraging followers to stay active and connected during isolation.

• Challenge Hooks: Encouraged dancers to film their own attempts at home, driving user-generated content and high save-and-share rates across Instagram.
• Consistent Momentum: Rolled out regular video drops to maintain steady audience engagement and turn casual lockdown scrollers into dedicated followers.

The Brief

As The Souled Store was rapidly scaling into one of India’s premier pop-culture merchandise brands, the goal was to humanise the brand behind the scenes. We wanted to move beyond standard product showcases and pull back the curtain on the creative, quirky personalities driving the brand's pop-culture identity.

• Social IP Name: #HowOurDesignersKillTime
• Target Audience: Pop culture fans, creative artists, and young pop-culture enthusiasts in India
• Target Demographic: 15 to 30 years

The Creative Strategy

1. Humanising the Brand Culture

Instead of corporate studio tours, the series embraced a raw, relatable, and fun workplace culture. We spotlighted the design team during their downtime, transforming everyday office objects into playful, pop-culture-inspired micro-moments.

• The Concept: Turn ordinary office boredom into spontaneous creativity, like spinning stationery becoming The Flash or playing out dramatic pop-culture tropes at work desks.
• The Vibe: Authentic, unscripted, and high-energy content that mirrored the fun-loving personality of the consumer base.

2. Relatable Copy & Social Humour

The social copy matched the humorous, fast-paced voice of Gen Z and Millennial pop-culture lovers. Captions leaned heavily into relatable struggles, workplace banter, and witty pop-culture nods:

• "#HOWOURDESIGNERSKILLTIME NO. 23: OOPS! THEY KILLED SOMEONE ELSE. 😰"
• "#HOWOURDESIGNERSKILLTIME NO. 19: ZOOMING THROUGH THE WEEK LIKE... #WHENWILLITBEFRIDAYAGAIN ✈⏳ #TUESDAYISJUSTMONDAYSUGLYSISTER"

The Brief

As a Junior Copywriter in my very first industry role back in 2016, I worked on social media content for Watches of Switzerland, a premium luxury timepiece retailer. The goal was to build organic engagement and visual interest on social feeds by connecting the concept of luxury timekeeping with the playful internet culture of "perfectly timed" photography.

• Social IP Name: Perfectly Timed
• Target Audience: Watch enthusiasts and luxury consumers in Mumbai
• Target Demographic: Upper middle class, 25 to 50 years

The Creative Strategy

1. Connecting Precision with Popular Culture

Watchmaking is all about precision and exact timing. To translate that idea into engaging social content, the series curated viral, perfectly timed photos from across the web and paired them with witty, observant commentary.

• The Hook: Linking the literal concept of split-second timing in photography to the craftsmanship and exactness of Swiss luxury watches.
• The Tone: Lighthearted, elegant, and relatable, offering a playful break on social feeds while keeping the brand top of mind.

2. Copywriting & Visual Storytelling

I crafted short, punchy, and imaginative captions designed to make viewers pause, look closer at the image, and appreciate the split-second capture.

• "WHAT DOES THE #BUBBLE TASTE LIKE I WONDER?"
• "MOON BEING THE NATURAL STREETLIGHT."

The Brief

To keep Eastern Travels’ community of loyal patrons and travel enthusiasts actively engaged, we launched #GuessThisPlace, an interactive social media series. The goal was to gamify destination discovery by showcasing striking, unusual landscapes from around the globe and challenging followers to name the location based on clever hints.

• Social IP Name: #GuessThisPlace
• Target Audience: Families, travel enthusiasts, and long-standing patrons of Eastern Travels in India
• Target Demographic: 20 to 60 years

The Creative Strategy

1. Interactive Gamification & Engagement

Instead of static destination promos, the series turned feed browsing into an interactive guessing game. We selected visually arresting, surreal, or lesser-known natural wonders that immediately stood out on feed scrolls.

• The Hook: Feature unique landscapes alongside a subtle, clever visual or text hint in the creative. For instance, showcasing the vibrant, crimson-coloured Red Beach in Panjin, China, paired with the intriguing hint calling it "asandless beach."
• The Goal: Spark curiosity and drive comment section participation as followers guessed the destination and shared their own travel bucket lists.

2. Copywriting & Audience Connection

My role was to write engaging social copy that built on the mystery without giving away the answer too quickly.

• The Tone: Playful, inviting, and conversational, appealing to a broad demographic spanning young travellers to older patrons.
• The Follow-Up: Once the answer was revealed in the comments, we tied the destination back to Eastern Travels' custom itinerary planning services.

The Brief

During my first role as a Junior Copywriter, I worked on another ongoing social series for Watches of Switzerland. The objective was to position the brand not just as a retail store, but as a true authority and curator in the world of horology by celebrating iconic watch advertising from around the globe.

• Social IP Name: Ad of the Week
• Target Audience: Watch collectors, design aficionados, and luxury consumers in Mumbai
• Target Demographic: Upper middle class, 25 to 50 years

The Creative Strategy

1. Curating Horological Craft & Creativity

Instead of relying solely on traditional product catalogue posts, the series curated extraordinary, award-winning print and visual ads created by top global agencies for iconic Swiss watch brands.

• The Concept: Celebrate the storytelling, design heritage, and creative genius behind the world's most famous watch campaigns.
• Brand Positioning: Establish Watches of Switzerland as a sophisticated curator that understands and respects the deep artistry, history, and culture behind fine watchmaking.

2. Copywriting & Contextual Insights

My job was to write engaging social copy accompanying each featured ad, breaking down why the visual execution or headline was so brilliant and linking it back to the brand's passion for precision engineering.

The Brief

In my early role as a Junior Copywriter, I helped develop Watch Care Tips, a weekly educational social series for Watches of Switzerland. The goal was to build long-term trust with high-net-worth watch owners by offering practical, expert advice on how to protect, clean, and maintain their luxury timepieces.

• Social IP Name: Watch Care Tips
• Target Audience: Luxury watch owners, collectors, and enthusiasts in Mumbai
• Target Demographic: Upper middle class, 25 to 50 years

The Creative Strategy

1. Value-First Educational Content

Luxury watches are long-term investments that require proper maintenance. Instead of constant hard-sell promotional posts, this weekly series provided genuine value, teaching owners how to extend the lifespan of their luxury mechanical and quartz watches.

• The Scope: Covered topics ranging from proper storage habits, water resistance limits, avoiding magnetic fields, and leather strap care to winding best practices.
• Brand Authority: Positioned Watches of Switzerland as a trusted, knowledgeable expert that cares about the post-purchase ownership experience.

2. Accessible Copywriting for Complex Care

My responsibility was to take technical maintenance details and translate them into simple, clear, and engaging social posts.

• The Tone: Informative, reassuring, and premium, keeping instructions straightforward so watch owners felt confident caring for their valuable timepieces.

The Brief

Eastern Travels was a well-known, reliable travel agency trusted by families and seasoned travellers in India. To keep the brand top of mind on social media, we launched #DidYouKnow, an educational discovery series highlighting lesser-known facts, hidden gems, and natural wonders across popular global destinations.

• Social IP Name: Did You Know?
• Target Audience: Families, vacationers, and curious travellers looking for unique travel experiences

The Creative Strategy

1. Inspiring Wanderlust Through Curiosity

Instead of pushing typical vacation packages, the campaign tapped into the joy of discovery. We curated intriguing facts and hidden spots around the world to inspire curiosity and spark travel planning.

• The Content Angle: Focused on fascinating, lesser-known locations and natural phenomena. For example, spotlighting Thor's Well in Yachats, Oregon—a striking, sinkhole-like marine surge channel—to show travellers that the world is full of incredible sights beyond standard tourist checklists.
• Brand Positioning: Reinforced Eastern Travels as an expert, well-travelled agency that knows the hidden corners of the globe, not just the usual tourist traps.

2. Copywriting & Visual Storytelling

My role was to take obscure geographic facts and translate them into engaging, bite-sized social copy that grabbed attention quickly on feed scrolls.

• The Approach: Used curiosity-driven hooks and vivid descriptions to make readers feel like they were discovering a secret, ending with subtle prompts to plan their next trip with Eastern Travels.

The Brief

Building on Eastern Travels' reputation as a trusted, heritage-rich travel agency, we launched #ThenAndNow, a visual social series exploring the transformation of famous global cities. The goal was to take travellers on a historical journey by contrasting archive photography of iconic destinations with their modern-day skylines.

• Social IP Name: #ThenAndNow
• Target Audience: History buffs, holiday planners, and families who love travel and culture

The Creative Strategy

1. Nostalgic Visual Storytelling

Cities evolve, but their core charm often remains. The series used side-by-side or slide-based image comparisons to showcase how architectural marvels, historic streets, and urban landscapes changed over decades or centuries.

• The Concept: Give audience members a peek into the history of popular destinations, highlighting the blend of ancient heritage and modern progress.
• The Appeal: Tapped into nostalgic curiosity, encouraging followers to pause, compare the visual details, and appreciate how much a city had grown.

2. Copywriting & Historical Context

My role was to write contextual captions that brought these visual transformations to life, offering brief, fascinating historical notes alongside the images.

• The Tone: Warm, informative, and retrospective, encouraging audience interaction by asking followers if they preferred the historical charm or the modern energy of each city.

The Brief

Food is one of the biggest drivers of modern travel decisions. To tap into this passion for local flavours, we launched Culinary Travel, a social media series for Eastern Travels. The campaign focused on showcasing iconic local dishes from around the world and telling the cultural stories behind why these foods are integral to the destination.

• Social IP Name: Culinary Travel
• Target Audience: Foodies, families, and travellers looking for authentic cultural experiences

The Creative Strategy

1. Storytelling Through Local Flavours

Instead of just listing popular restaurants, the series explored travel through a culinary lens. We highlighted famous local dishes, street food culture, and traditional recipes that define a country's identity.

• The Insight: Experiencing local cuisine is often the most memorable part of any trip. By connecting food to culture, we inspired followers to envision their next holiday through their taste buds.
• The Content Angle: Paired appetising, high-quality food photography with short narratives explaining the history, ingredients, and cultural importance of each dish.

2. Copywriting & Cultural Context

My role as junior copywriter was to craft rich, mouthwatering captions that brought each dish and its origin story to life.

• The Tone: Warm, sensory-rich, and inviting, encouraging followers to save the post for their future food itineraries or share their favourite food memories in the comments.