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This is a selection of some of the most memorable marketing campaigns I've worked on.
My involvement covered ideation, copywriting, and a little art direction (sorry, art directors).
Click a campaign to know more about it.
Give Dad Nothing
The go-to marketing strategy in the food delivery business seems to be discounts and promotional offers. For Father's Day, we decided to a slightly dad-like approach to this mailer. Despite poking gentle fun at typical consumer behaviour, it was extremely well-received and got plenty of coverage across social media. Fun fact: Over a 100 people even tried using the non-existent promo code.
Up in the Air
Seeing your work in the wild is any copywriter's dream come true. This is an ad from an outdoor product awareness campaign we did at Zomato, targeting customers flying on IndiGo, India's most popular airline.
London Underground Takeover
Soon after Zomato was launched in the UK, we ran a brand awareness campaign using the London Underground as the medium. These ads appeared at tube stations and inside train carriages. The result? Growth in feature awareness and app downloads.
This was from a campaign on the rare occasion Zomato ran a 50% discount promotion. Needless to say, it raised a few eyebrows, but it more than did the job of getting the word out.
Layoffs = Good?
One of the biggest challenges for tech startups is hiring quality engineering talent. So when Yahoo India announced they were laying off 400+ engineers, we set up a dedicated email address for these engineers to send their CVs, and tweeted this out. The result? Dozens of applications from some of the finest engineers in the country, and general awareness that we were looking for tech talent (thanks to all the press and social media coverage)!
Another hiring post for Zomato, which was targeted at cash-strapped college students. These posters were designed for (usually overlooked) notice boards in college campuses, which grabbed attention and helped build a solid hiring pipeline.
Until Zomato created its bug-bounty programme to reward engineers who reported security vulnerabilities, these were the personalised certificates that were awarded to them.
Loocation, Loocation, Loocation
Bathrooms offer the least competition for marketing real estate. I designed these posters to be put up in the bathrooms at restaurants and bars that accept FavePay (a mobile payment service that earns you instant cashback).
Chennai F(l)ood Relief
The city of Chennai (in South India) was hit by heavy rain and flooding in December 2015. We quickly set up a relief campaign that roped in restaurant partners, NGOs, on-ground volunteers, and the National Disaster Response Force, to get food to victims in affected areas. The initiative leveraged Zomato's large existing customer base, allowing them to order food relief packages to be sent to flood victims, with Zomato matching every order.
App Release Notes
I never quite understand why amazing tech companies release app updates with boring release notes like "Bug fixes". At Zomato, we made it a point to inject our brand's fun tone of voice into every release, and it was totally worth it – people used to look forward to reading them (as much as I enjoyed writing them).
An advertorial I wrote for Harley-Davidson back in my advertising days. It's one of the coolest brands I worked on, and we were lucky enough to help launch their business in India.
Deliveroo rolled out a great new visual identity a few months ago. I'm a big fan of the product, and their catchy communication inspired me to create my own series of ads for them.
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