Brand Communication & Content Strategy Portfolio

An overview of the work I've done as a communication & content strategist

[smritiportfolio-blog]

Wash United, World Menstrual Hygiene Day 2018: Visual Communication Strategy & Execution

Wash United wanted to address World Menstrual Hygiene Day in 2018 in a unique way. The challenge was to talk about what is largely considered a taboo subject with the masses in a way that would be educational but also shareable. Keeping in mind the pulse of the kind of content being consumed by the target audience, Mumbai-based rapper DeeMc was onboarded to compose a song that was hard hitting yet relatable. My role in this project involved the creative direction the video took to ensure the message did not get lost while ensuring a high level of production and aesthetic as required by the INGO. The music video went on to get over a million views on Facebook won a silver at the Adobe Vdonxt Awards in 2018

[smritiportfolio-blog]

Indian National Congress: Communication Tonality & Strategy for Subodh Kant Sahai (Ranchi Constituency) for the 2019 Lok Sabha Elections

For the 2019 Lok Sabha elections, I worked as an independent communication strategist for the candidate from the Ranchi constituency - Shri Subodh Kant Sahai who has been a former Home and Tourism Minister under the UPA government. 

After a month and a half of on-ground research, I took a two pronged approach for his communication strategy. I also developed a brand code where all creatives had a similar look and feel and used the same fonts and colours to ensure the visual recall value remained high.

A conscious decision run a positive campaign sans mud slinging as, as per research, since the campaigning at the national stage had gotten ugly, people wanted to hear a voice of hope and not negativity. 

MERI RANCHI

A campaign that ran as a voter awareness campaign where people talked about the change they’d like to see in Ranchi. The idea was not to talk about the failures of the present government but showcase what needs to change in Ranchi. This campaign saw a presence in terms of hoardings, radio ads, onground activation and over 400 videos and interviews posted across multiple digital platforms. This campaign was developed as a voice of the people where they talked about the gaps in development in their constituency

MERI RANCHI MERA SUBODH

The Meri Ranchi campaign was ultimately morphed into the campaign for the candidate where we popularised the hashtag Meri Ranchi Mera Subodh for all digital posts along. Pre-nomination, the main tagline used was Sahaj Saral Sabke Subodh around which content was developed accordingly. It then progressed to Vinamra Anirodh, Chuinye Subodh, and content around that line was created accordingly. Both of these taglines were born of the ethos of what Meri Ranchi Mera Subodh aimed to capture. As mentioned earlier, the visual brand code was to remain similar so that there was instant visual recall. This again was spread across outdoor, onground activations and digital.

The dissemination of all content was also planned by me.

[smritiportfolio-blog]

Sqrrl: Brand Tonality & Communication Strategy

A finance technology startup, I worked on their brand tonality, website content and pre-launch content communication strategy and execution across digital mediums. Being a finance app, their aim was to break away from how finance is perceived by the millennial and make finance interesting and relatable. Below are some samples of the work done for them.

BLOG LINKING DEMONETISATION TO THE APPS OFFERINGS BLOG LINKING FASHION TO THE APPS OFFERINGS

SQRRL WEBSITE

[smritiportfolio-blog]

Digital Desh: Communication & Content Strategy

Digital Desh was a programme run by NowFloats that aimed to understand how the internet and digital penetration impacts India outside of the major metropolitan cities. My work with them included setting the tone of their communication and the content strategy and execution for their presence across digital platforms. The idea was to build the entire communication and site insights through the form of story-telling. Samples of some of the work below. 

BLOG SAMPLE FOR DIGITAL DESH  

[smritiportfolio-blog]

NASSCOM 10,000 Startups - Communication & Content Strategy

In the two years of handling the digital communication for the 10,000 Startups programme by NASSCOM, the briefs evolved from onboarding the right audience to keeping them engaged and educating them about the startup system with ideas that were out of the box and relatable. Here’s a glimpse of some of the communication and campaigns done for them.

TOPICAL AND FESTIVE

Holi

Women’s Day

POP CULTURE REFERENCES

Taking cues from popular culture, communication relevant to startup entrepreneurs was created so there was reliability with informational content at all times.

[smritiportfolio-blog]

NASSCOM 10,000 Startups: Strategic Communication that led to a High Engagement Campaign

Be My ValenTech

NASSCOM 10,000 Startups required to make a buzz in the startup market. Since Valentine’s Day was around the corner, I designed a campaign based on the insight that one of the hardest things for a startup entrepreneur was to find a good co-founder.  A campaign thereafter was rolled out where we asked entrepreneurs to sign up with us stating the skills they were looking for in a co-founder and we connected those persons offline through a partner. The campaign saw over 5,000 entrepreneurs get connected to each other through this campaign and NASSCOM 10,000 Startups revived the campaign again in 2017 (the campaign was first done in 2015) because of how well the campaign performed for the organisation the first time round.  Below are some references to the communication that was rolled out followed by the media coverage the campaign received. 

PRESS

Business Standard

Hindu Businessline

IAmWire

[smritiportfolio-blog]

Websites: Communication Tonality & Execution

Websites are often the first touch point for a brand and hence it is imperative that the way they communicate there sets the tone for how the brand communicates on all other platforms. I worked closely with these brands to understand what it is they stood for and then developed the tonality and wrote out the content of the website in accordance. It is from there that the brands’ digital teams took a cue to develop digital content. 

Sewara Hospitality

The Entertainment Design Company

A Little Anarky

Sqrrl

Vishawatch

Kanjimull Jewellers

[smritiportfolio-blog]

Askme.com - Communication & Content Strategy

For Askme’s digital communication, I had to develop a strategy around video that allowed the use of celebrities to communicate with a larger audience about the product offerings by the tech company. I worked on strategising the direction in which we’d work with the likes of Vicky Ratnani, Twinkle Khanna and Rocky and Mayur while developing the tonality of how each influencer should connect back to the company’s offerings. I developed multiple video IPs for the organisation as a result such as Fresh and Local with Vicky Ratnani and The Quirk Action by Twinkle Khanna

After developing the strategy, my work included producing the promos and the videos, overlooking the edit and producing all supportive written content on the Askme blog and social media channels and ensuring they connected back to certain Askme products. 

This was the promo made for our series Fresh and Local with Vicky Ratnani

Promo made for the series The Quirk Action with Twinkle Khanna 

[smritiportfolio-blog]

Scripting and story boarding done for Khushii’s animation film on milestones of the organisation

[smritiportfolio-blog]

Scripting done for an internal film for American Express New York