Hi, I’m Anand.
I spent 3.5 yrs in the digital marketing industry learning
how to persuade with words and visuals.
And spent 2 more learning how to
craft narratives to build luxury brands and to reposition them.
If you like titles, here are some of mine.
Creative Head
Copywriter
Brand Repositioning Strategist
Content Writer
Social Media Marketer
Midjourney Prompt Engineer
If you don’t,
just scroll down to read some of my
Work Tales.
Brands
Repositioning and rebranding for
Vespa and Aprilia.
Luxury Automobiles
Brief -
To reposition the brands for the luxury Indian market,
and to rebrand the entire product line.
Approach -
Brand stories were present, but the products lacked specific messaging.
This made it harder for the user to choose from the catalogue
and equally harder for the dealerships to sell.
We develope the product stories and statements by focusing on the
Purpose, Audience, Differentiation and Emotion.
With the stories, we rewrote the content for brochures and product pages.
For Vespa’s product story, we focused on product names.
Product Statement
Model Name Customer Persona
(Click to read)
Active, Live More,
Vespa Sport
Fitness-focused Play More.
Sophisticated, Live More,
Vespa Classic
Multipotentialites Passionately.
Young, Gen Z, Vibrant Live More,
Vespa Dual Tone
Personalities Boldly.
Oldschool, Live More,
Vespa Racing 60s
Problem-solvers Build More.
For Aprilia’s product story, we focused on their dominant specifications.
Model and Dominant Specs Customer Persona Product Statement (Click to read)
Aprilia SR (Acceleration, Maneuverability) City Riders, Racers Ignite the Action
Aprilia SXR (Ergonomics and Comfort) Expedition Tourers Every Challenge Accepted
Once this project was completed,
product stories and statements
were communicated to dealerships,
brochures were made anew to
target the audiences better,
stories were translated to visuals for
banners and social media.
Brief -
To launch the new Vespa Dual at
Pune Times Fashion Week.
Approach -
The plan involved -
Teasers with designers, BTS with
show directors and models,
Reels and carousels for activations
and from the runway,
Product reveal and the aftermovie.
Product Launch -
Post the event, we created an Instagram grid
showcasing the Vespa Dual,
with the product story in captions.
Vespa Dual’s Product Story -
Audience - For the dreamers, young, bold & brave, the Gen Z.
Purpose - To make a statement, at college or their hangouts.
Product Differentiation - 2 shades, vibrant colours.
Emotion - Feel distinctive.
Product Statement - Live more, boldly.
Brief -
To create ads with specific scenarios
for festive sale campaigns, with the
automobiles placed on a road.
Approach -
When stock image websites like Getty
failed us, we used Midjourney AI and
generated the requested backdrops,
at a fraction of the cost.
More festive ads with AI backgounds.
Brief -
To launch the Aprilia SR Storm.
Approach -
Teased the audience by stating
that a storm was brewing in the
Indian subcontinent.
Generated a video of a storm on
the Indian map.
And then posted a video revealing
that the storm hitting India, is the
Aprilia SR Storm. Tap the posts
to play
Positioning and Travel Ads for
TravelXP.
Tour Operator, Travel OTT
Brief -
To sell more TravelXP subscriptions.
Approach - Tap the posts
to play
To make the positioning clearer on Instagram,
3 8hook9 videos were created,
focusing on the brand’s USPs,
Flight Discounts, Travel OTT and Concierge.
The videos were pinned, with
51,000 total views presently.
We also created a
series of ads for their
tour packages.
Brochure and print ad for
VuTV.
Premium Television Brand
Brief -
To execute a TV launch campaign with luxury positioning.
Approach -
We used Apple’s copywriting style as a reference to build the
brochure, and kept the imagery dark and minimal.
The brochure with the same copies were rolled out on social media,
as well as on Times of India’s front page.
We
Luxury positioning for
Atmantan.
Luxury Wellness Resort
Insight -
We noticed that one of our performance
clients focusing on luxury marketing, was
posting content randomly on Instagram.
Approach -
We wanted to portray how Atmantan helped the
guests connect with the 5 elements of nature.
Air - Pranayam
Water - Water Yoga, Swimming
Earth - Garden, Backyard farms
Fire - Activities, Exercise
Space - Sky, Personal Space
We collated their image banks and built a cohesive grid.
The center of each grid was a video we created using clips from their existing YouTube videos.
Tap the
grids to play
Ads for
SquareOff.
Self-moving AI Chessboards
Brief -
To increase sales during Black Friday.
Approach -
We showed common scenarios in
chess that can often turn out to be
A Big Deal.
If you’re still reading,
then it’s really A Big Deal.
Thanks for your time, shall we keep going?
Shoots and creative concepts for
Evok Homes.
Furniture and Appliances
Weekly Sale Campaigns -
The client used to run a sale on every
weekend. We created video ad campaigns
showcasing the catalogue with the offers.
The consistent videos contributed to a
conversion amount of ₹20.4L
during May 2019 to Jun 2021 (direct and
assisted conversions).
Tap the posts
to play
Shoots -
Due to limited client budgets and
limited image banks affecting creative
output, we started shooting videos at
the office/home for our campaigns,
starring yours truly.
Tap the posts
to play
My Homes Makes Me Happy,
a Happiness Day contest that received
91 entries, and 30k views.
True Horrors of Halloween,
a Halloween series eceiving 853 likes.
We
Creative Carousel Concepts -
Delhi Smog and Air Purifiers,
a post that lets you take a breath
of satisfaction by swiping left.
Team India at Olympics,
a post that takes the audience
through the Olympics 2021 tracks
and shows our support.
Republic Day Flag Hoisting,
an interactive way to unfurl the
Tiranga on your phone.
Video Campaigns -
Get Out of Jugaad,
a campaign that asked people to show
their furniture jugaads and
encouraged them to shop better.
Women’s Day Campaign,
a video that targeted the homes where
the mothers are the only ones cooking
Tap the
and the rest of the family is just waiting posts to play
at the table.
More work on Evok Homes with Creative Copies
Website content for
Childline.
Indian Charitable Trust
Brief -
To rewrite content for the webpages so
as to increase donations on the website.
Approach -
We used an insight from the SEO
team that the donation page had an
80% bounce rate, and we made that
the lead copy.
Social-cause campaigns for
A&B Luxury.
Luxury Digital Marketing Agency
Tiranga Neeche Nahi Hamara,
a video campaign that urged Indians to pick up
the Tirangas on the ground to save its dignity.
Shut the Tap Up, Tap the
posts to play
a video that reminded people to conserve
our resources on World Water Day.
Father’s Day Video
showcasing an innovative tool that
made it easier to wish our fathers.
Agency Life
meets
Poetry Day
Blood Donation during Covid,
a post that encouraged people to
do their bit during a crisis.
World Peace Day,
a post that encouraged people to
curb hate speech on the Internet.
Cause marketing for
AIGMF.
Federation of Glass Manufacturers
Brief -
To create awareness about harmful
plastic by presenting glass bottles
as a sustainable packaging choice.
Approach -
We created video content focusing on Tap the
posts to play
- plastic waste being generated in landfills,
- plastic packaging leaving trace chemicals in food,
and many more static sustenance posts.
Thanks for sticking around till the end.
If you liked what you saw,
let’s talk work at work.anand@outlook.com
or let’s connect on LinkedIn.
