CONTEXT
During the COVID-19 pandemic, Swiggy expanded its services to include grocery delivery, responding to the evolving needs of consumers. As this was a new initiative, it was crucial to effectively communicate the availability of this service and tie it into the existing conditions brought about by the pandemic, such as social distancing and working from home (WFH).
The first step was to develop a campaign strategy that highlighted the convenience and safety of Swiggy’s grocery delivery service. Understanding the heightened concerns around health and safety, I crafted messaging that reassured consumers about the contactless delivery options and strict hygiene protocols in place.
I tailored the campaign copy to resonate with the current situation. This involved creating relatable use cases that addressed the everyday challenges faced by consumers during the pandemic. For instance, I highlighted how grocery delivery could ease the burden of shopping while adhering to social distancing guidelines, making it safer for consumers to get their essentials without leaving home.
Another key aspect was integrating the work-from-home scenario into the messaging. I emphasized how Swiggy’s grocery delivery could save time and reduce stress for those juggling professional and personal responsibilities at home. This was presented through scenarios such as quick grocery restocks between virtual meetings or having fresh ingredients delivered for home-cooked meals.
Collaborating closely with the design and merchandising teams, I ensured that the visuals and overall presentation of the campaign aligned with the messaging. The goal was to create a cohesive and compelling campaign that effectively communicated the benefits of Swiggy’s new grocery delivery service.
The targeted messaging and relatable use cases helped drive consumer engagement and adoption of the new service, contributing to its success during a challenging time.
CONTEXT
For Mother’s Day, we devised a campaign to promote a new product category from Swiggy: DIY Meal Kits. These meal kits, sourced from premium restaurants, provided a unique opportunity for families to prepare gourmet meals at home. My role was to develop engaging and heartwarming copy that would resonate with our audience and highlight the benefits of these meal kits.
The idea behind the campaign was to celebrate Mother’s Day by offering a special experience where families could come together to create delicious meals. The DIY Meal Kits were designed to make this experience both enjoyable and accessible, offering high-quality ingredients and easy-to-follow recipes from top-tier restaurants.
I focused on creating copy that captured the essence of Mother’s Day – love, appreciation, and togetherness.
Each piece of copy highlighted the joy of preparing a meal together as a family. The aim was to convey that these kits were not just about the food but also about the experience and the quality time spent with loved ones.
I worked closely with the design team to ensure that the visuals complemented the copy.
CONTEXT
I spearheaded a unique and engaging campaign for Swiggy centered around International Food Days. The campaign’s objective was to celebrate various global cuisines and encourage users to explore and order diverse dishes. My role encompassed several critical aspects, from initial planning to execution, ultimately resulting in a significant increase in orders.
The first step was to create a comprehensive calendar of international food days. This involved researching and identifying key food days that resonated with a wide audience, such as Pizza Day and Chocolate Day and also had a substatial vendor supply and demand from the platform side. The goal was to select days that celebrated popular and diverse cuisines, providing an opportunity to highlight Swiggy’s extensive range of restaurant partners.
Once the calendar was finalized, I focused on developing enticing and mouth-watering copy for each food day. The copy needed to capture the essence of the cuisine being celebrated, evoking a sense of excitement and appetite in our audience.
To bring the campaign to life visually, I collaborated with an illustrator. We worked together to create vibrant and appetising illustrations that complemented the copy. The illustrations were designed to be visually appealing and align with the theme of each food day, making the campaigns more engaging.
The campaign was highly successful, leading to an 33% increase in orders.
CONTEXT
During the 2019 Cricket World Cup, I played a pivotal role in executing a high-impact campaign for Swiggy, specifically focused on the matches featuring the Indian cricket team. My responsibilities encompassed a range of activities aimed at maximizing user engagement and driving orders during these highly anticipated games.
I crafted engaging and cricket-themed content tailored to each match involving India. The messaging was designed to resonate with cricket fans, capturing the excitement of the game while highlighting the convenience of Swiggy’s food delivery service.
I worked closely with the design team to develop visually appealing creatives that complemented the campaign’s copy. This involved brainstorming sessions to generate ideas that visually represented the thrill of the World Cup while maintaining Swiggy’s brand identity. The visuals included vibrant and dynamic graphics featuring cricket elements, Indian team motifs, and Swiggy’s offerings, ensuring an eye-catching and cohesive campaign.
Leading the in-app campaign, I was responsible for the overall execution and coordination of promotional activities within the Swiggy app. The goal was to create a seamless user experience that kept cricket fans engaged and prompted them to place orders during match times through offer promotions.
To further entice users, I helped design special promotions and offers that were tied to the Indian cricket team’s matches. These included limited-time discounts, combo deals, and exclusive offers that added value and excitement to the ordering experience. The promotions were strategically timed to coincide with key moments of the matches.
CONTEXT
During the vibrant festival of Navratri, we launched a unique and engaging internal communications campaign at ShareChat to celebrate the essence of this festival through a modern lens. The campaign was titled “Dee Dee: The Modern Day Goddess,” and it aimed to showcase the creative prowess of the ShareChat Design Communication Team.
The campaign began with the conceptualization of Dee Dee, a modern-day goddess who embodies the spirit of today’s empowered women. Dee Dee is a passionate social media creator, reflecting the multifaceted roles that contemporary women play. The idea was to draw parallels between the traditional celebration of Durga Maa and the modern embodiment of feminine power.
To bring this concept to life, we decided to focus on the Navarasa – the nine emotions traditionally depicted in Indian classical dance, particularly Bharatanatyam. Each of the nine days of Navratri was dedicated to one of the Navarasa, showcasing the different facets of Dee Dee’s journey as a content creator. The use of Bharatanatyam provided a rich and culturally resonant medium to express these emotions vividly.
I played a pivotal role in crafting the storyline for each of the Navarasa, weaving a narrative that portrayed Dee Dee’s daily experiences and challenges. Each day, we highlighted a different emotion, such as joy, sorrow, anger, and peace, through Dee Dee’s interactions and activities as a social media influencer. The storytelling was designed to be relatable and inspiring, emphasizing the strength and versatility of modern women.
Collaboration with the design team was integral to the campaign’s success. We worked together to create visually stunning illustrations that captured the essence of each emotion. The designs reflected the energy and passion of Dee Dee as she navigated her world. The integration of Bharatanatyam elements added depth and cultural authenticity to the visuals.
The campaign was rolled out internally at ShareChat over the nine days of Navratri. Each day featured a new story and visual representation of one of the Navarasa, shared through internal communication channels. The campaign aimed to engage and inspire our colleagues, showcasing the creative talents within our team and celebrating the diverse expressions of feminine power.
This project was not only a professional achievement but also a deeply enjoyable experience. It provided an opportunity to explore and express creativity, celebrate cultural heritage, and highlight the modern interpretations of traditional themes. The campaign received positive feedback internally, fostering a sense of pride and cohesion within the team.
CONTEXT
I had the extraordinary opportunity to collaborate on the merchandising campaign for Superstar Rajinikanth’s movie ‘Annaatthe,’ a project that allowed me to blend creativity with fandom and cultural resonance. My role encompassed crafting the communication strategy and overseeing the development of merchandise that resonated deeply with Rajinikanth’s dedicated fan base.
The project began with devising a comprehensive communication strategy for the movie merchandise. Understanding the iconic status of Rajinikanth and the anticipation surrounding ‘Annaatthe,’ I crafted compelling messaging that captured the essence of the movie’s themes and Rajinikanth’s larger-than-life persona. The goal was to evoke excitement and connect emotionally with fans through the merchandise.
Integral to the campaign’s success was collaboration with Rajinikanth’s fans association. Working closely with the association, I gathered insights into fan expectations, preferences, and iconic elements associated with Rajinikanth’s characters. This partnership ensured that the merchandise not only met but exceeded the expectations of Rajinikanth’s loyal fan base.
I oversaw the development of merchandise items such as mugs and shirts. This involved collaborating closely with an illustrator to translate key elements that defined the larger than life persona of ‘thalaivar’ into visually appealing designs. From selecting colors to finalizing product specifications, attention to detail was crucial to maintaining the authenticity and appeal of the merchandise.
Working on the “Annaatthe” merchandising campaign was not just professionally rewarding but also personally fulfilling. It provided a unique opportunity to contribute to the legacy of a cultural icon and celebrate the enthusiasm and devotion of Rajinikanth’s fans worldwide. The campaign’s success underscored the enduring appeal and influence of Rajinikanth as a superstar and cultural phenomenon.