Behind the Curtain
STRATEGY
The briefs, insights, and positioning moves that turn ideas into brand playbooks.I.
STRENGTH OF NATURE
At Strength of Nature, I conducted an in-depth analysis of the brand’s social media presence, including a review of its content calendar, performance trends, and audience engagement. I developed market insights and trend research to identify growth opportunities and shape future campaigns. My role also involved content creation and campaign development, ensuring that strategy, storytelling, and execution aligned with both consumer needs and brand objectives.
II.
MEJURI
Conducted a comprehensive audit of Mejuri’s social media footprint, benchmarking against competitors to identify strengths, gaps, and opportunities. Delivered a detailed SWOT analysis and target audience profile, followed by actionable recommendations to enhance reach and engagement.
Developed a full campaign strategy including paid social ads, a phased content calendar, and a day-wise posting plan tailored for Instagram, TikTok, and Pinterest. Outlined budget allocations and presented recommendations to strengthen brand positioning as the leader in affordable, everyday luxury jewelry.
III.
ADIDAS
The Unfits is a creative campaign project developed to focus on solving a real client challenge through a mix of advertising, PR, and digital strategy. At its core, the project reimagines how brands can authentically connect with audiences by leaning into inclusivity, unconventional storytelling, and bold creative risk-taking. The campaign builds around the idea of celebrating individuality positioning “unfit” not as a flaw but as a strength. Through a combination of research, strategy, and execution, the project develops a unifying theme, outlines multi-channel communication tactics, and proposes measurable KPIs to ensure both creative resonance and business impact.
IV.
ALCOHOL YOU LATER
Developed a niche cocktail mixer brand concept designed to bring the bar experience home. Conducted industry and competitor analysis (Jimmy’s, Mumbai Mixers, Drinktales, &Stirred) to identify market gaps. Positioned the brand with a focused differentiation strategy, offering unique, fresh, low-sugar cocktail mixers like The Aviation and Drunk Grasshopper. Designed pricing models, retail and D2C distribution plans, and promotional strategies to target young urban consumers seeking convenience and exclusivity.
