WORK DECK

INUTH

HBR ASCEND

HALDIRAM NAGPUR

AQUALENS

9:41

ZOM

ATOBRB CHIPS

GA

AN

A

RESPONSIBLE BIRYANI

LIFE

& H

ALF

LAKS

HIT

A

JOH

N J

AC

OBS

RED CARPETOYO

GA

AD

I

TOPICAL CONTENT

ENGAGEMENT - FAN ARMY BATTLE

REELS

Diwali Campaign ReelShared by Yashraj Mukhate

Reel Trends Reel Trends

Content Packaging Vox Pop

IGTV CONTENT

IMPACT• Expanded the Gaana content mix remarkably - added reels, memes, contests, story engagement posts

• Increased content interactions by 71.9% from 18k to 60.1k. Increased the DM shares and saves (the current metric recognised as the most critical engagement metric over likes & comments by digital media, brands and forecasting agencies).

• Increased followers consistently from 400k+ to 600k+ in a year

• Increased content reach by 35.7% from 4.5m to 7.5m• Strategized campaigns with creators content in a way that content was organically shared by music influencers like Yashraj Mukhate and other top music icons like Badshah

“We are a completely new kind of snacks category that is not-baked, not-fried. Our logo and branding is done. How do we build awareness and acquire customers?”

BRB is a whole new kind of snack launched by ex-cofounding team of Bira. They had only packaging design in place. The go-live plan was to be on D2C social media channels. We created a combination of strategic communication & tactical content.

Launching a whole new kind of chips and flavor profiles made using Popped technology - we develop a #MakeSnackingGreatAgain play.

• Content planning & execution• Posting • Interaction• Query management• Initiatives for improving metrics• Digital activations• Funnel based ad set planning

REESPONSIBILITYAfter introducing the concept & key information pillars, we are now moving on to develop more tactical content to build these individual features as well as digital activations to impact metrics.

A pre-launch content strategy seeding the idea of #UpgradeOfTheDecade

TEASER

THEN VS NOW

A comprehensive plan to introduce branding, flavours, features, key USP and packaging

GO LIVE

CURATING PHOTOSHOOTS

IN-HOUSE CAMPAIGN FILMS

Salt & Pepper Flavour CampaignSquad Pack Campaign

On the go stories to increase viewership riding on relevant trending topics

STORY ENGAGEMENTS

Primary: Key brand hashtags -

#MakeSnackingGreatAgain #UpgradeOfTheDecade #PoppedChips #NotBaked #NotFried

Secondary: Combination of trending + popular

HASHTAGS

CONTESTS & TACTICAL POSTS

SOCIAL MEDIA CALENDAR DAYS

Valentine’s Week Republic Day Mother’s Day

Covering collaborations and on-ground events for digital amplification, coverage and content building.

What’s Hot (a social offline product by Times Internet) organised a V-Day party with influencers. Our team covered the vent, got interviews and sound-bytes from influencers around the brand and our IP of BRB Comebacks.

EVENT MANAGEMENT

BRB COMEBACKS AT THE WHAT’S HOT PARTY

QUERY MANAGEMENT

REELS

Topical Reelseg. Monsoon

Recipe Reelseg. Mango salsa x chips

Creator Reelseg. Salt & Pepper chips

COMMUNITY BUILDING

• Increased reached by 364%• Performed better than prominent influencer reels

• Seeding real faces to build the core brand plank of BRB. Improved engagement by 60%

• Link to Instagram

IMPACT

L&H Reels Influencer Reels

CONTENT

RECIPE REELS

CREATOR REELS

• Objective - repositioning traditional indian foods wrt to western desserts

• Impact - 2k+ plays in under 17 mins

IMPACT• Weekly non-paid organic followers consistently rising over 15%MOM• Engagement increase by 5% on humor posts• Accounts reached increased MOM by 89%• Outlets related queries, call-ins and exclusive offers were positively impacted via post boosts during lockdown periods.

BRANDING & PACKAGING

Dedicated pages for Responsible Biryani’s USPs and Taste Notes for each style of biryani

PHOTOSHOOT

CONTENT

Memes Product USP Contests

TESTIMONIALS

REELS

Trending Reels Creator Reels Product Reels

“We want to make 1 food science explainer for Zomato Originals”

Zomato wanted to produce 1 explainer series around the science behind food & cooking for the millennial audience that lives in the time of “instastories”.

PITCHING STRATEGY

Won project to create 5 series instead of 1

• Did a quick dipstick on topics that would interest the TG• Pitched 5 series beyond food science - more engaging & unattempted ones like Firangi AF, War & Food, Eat the Future, Once Upon a Name and Chocopedia.

• All series conceptualised, scripted, designed, shot, produced end-to-end by L&H

NOW LIVE ON THE ZOMATO APPSAMPLE THIS

STORYBOARDING PROCESS

PRODUCEDEND-TO-ENDBY L&H

• Vox pop• Food video shoot• Location scouting• Talent scouting• Rap lyrics and video shoot• Intro sequences• Storyboarding to final video

TALENT & CASTING

Tracing videshi origins of desi food.FIRANGI AF

Tracing the war-time origins of many everyday foods we love and take for granted.WAR & FOOD

A sneak peak into the crazy future that food holds for us! Fast Forward to 2050!EAT THE FUTURE

You know their names, but now you’re going to know their stories. Are you ready to find out the fascinating tales behind all the foods you love?

ONCE UPON A NAME

CHOCOPEDIAIt’s the sinfully decadent answer to every mood, but do you really know everything about the most popular treat in the world? Watch, learn and drool!

IMPACT• Zomato nears a subscriber base of almost 50 million - making for a very challenging audience base for any content creator to be in front of. Add to that, the food ordering and Gold services which compete for users attention.

• Created 5 series x 4 Episodes = 120 mins of short format, vertical-video content.

• Of the 20 episodes, 8 episodes continued to hold ‘most popular/ & ‘most watched’ spots for 5 weeks + post launch.

• Currently on the app 5 episodes hold the ‘most popular spots’ (3 of these for almost 5 months now since launch).

“We have launched a youth media brand, but don’t know how to make it different from Scoopwhoop & Buzzfeed”

• User dipstick that reveals relying on InShorts & newspapers for “news” and ScoopWhoop / Buzzfeed for entertainment.

• A huge sensitivity for issues that were a concern was noticed.

• So Inuth was reimagined as an issues based platform - for millennials who aim higher.

PITCH STRATEGY

• Reimagined the product, post research, to be more in line with parent brand, but youth centred - issues over news.

• 6 months brand repositioning, content strategy revision and content creation to on-board the in-house team to the new think.

RESULT

THE OLD INUTH

BRAND POSITIONING

WHATWe are

WHATWe aren’t

Issues of our times

Actionale

Active Involvement

Now what

News

Information

Passive Reporting

So what

Inspired by the classic symbol of amplifying voice - the loudspeaker, this identity simplifies the tool to capture it’s essence of movement and impact.

Start a conversation | Engage | Take a Stand

THE NEWINUTH

While the logo was black & white, a vibrant colour palette was picked to further build up on the gender-neutral, bold, genre-agnostic

universe of youth media brand

INSTA STORY TEMPLATE

Based on the new identity, brand positioning and key attributes, the afterwork included introducing new content verticals in the editorial plan. A snapshot of the key categories added to make Inuth relevant & recurring in its audience’s lives.

Rewriting the editorial content to restructure the overall vibe of the brand.

BRAND LANGUAGE

CO

NTE

NT

VER

TIC

ALS

FACEBOOK VIDEOS

• Created video IPs • Casting, branding, production managed by us.

• Sample this

“We need to repackage C-suite focussed HBR, for millennial workforce i.e. entry to mid-management level”

Ascend by HBR is a career leadership platform for young professionals.

They were looking for content partner to create & handle content IP beyond articles.

(screenshot of wesbite in phone)

• Creating content in snackable formats. • Promoting existing content on social media by developing content properties specific to the channels.

Leadership content meets Buzzfeed-hooked audience.

POST-PITCH STRATEGY

INFOGRAPHICSHBR Ascend entrusted us with the mission to create new content properties from existing content for which engaging infographics were developed.

Our infographics are now a regular feature, driving growth for organic traffic targets.

SOCIAL MEDIA IPS

IMPACT• HBR partnered with us when they were still a pilot project being tested out India-first.

• One of the snackable content formats proposed by us - infographics - has continued to deliver on publishing metrics, going from 2 infographics monthly to 20 monthly. Now it’s been scaled to a global product for 1 year + and we continue to be their design partners (2yrs +overall association).

• At 700,000 unique readers monthly and 90 content pieces published every month - 18-20 are infographics with avg time spent on page as 6 mins 30 seconds.

• Of these, 3-4 infographics are always in the top 10 performers every month views after CTR ranginging upwards of 1,50,000+

• On an average on social media, these infographics get 215+ fb + saves

• Ascend has now brought us on board to develop social media strategy and content for their recently launched Instagram channel.

“We are are introducing a new millennial contact lens brand in India which will be sold on a monthly subscription model. We need a website that explains the product while driving conversions.”

The Aqualens online product is delivered by us: • Defined the brand visual universe• Information architecture planning for home and conversion pages

• Final UI design

Product display page, UI flow and final design.

Defined the photo language of Aqualens, managed the shoot & delivered finished creatives for the site.

BRANDPHOTOSHOOT

The language used for Aqualens is easy, unlayered millennial speak.No brand marketing tone.

IMPACT• 200+ orders from site on first weekend.

• 14% increase in conversion on marketplace site Lenskart + a higher search and inquiries for Aqualens brand over established competitors like Cooper Vision, Bausch & Lomb etc.

• Increase in queries about the brand in Lenskart stores.

“Our paid performance is great. But we have never activated our unpaid channels. We want to use them as brand platforms - to build association of used cars -> with Gaadi stores.”

INFORMATION ARCHITECTURE

SELL OLD CAR

FAST FORWARD TO GOOD STUFF

HASSLE FREE SELLING EXPERIENCE

SELLING MEANS UPGRADE

PAIN OFSELLING

SMOOTHLIFE

GAADIFEATURES

We have worked out communication planks based on services offered, pain points and audience funnel.

CONTENT STRATEGY FOLLOWED

TOP MID BOTTOMNon followers with limited awareness

Convert to follower

• Combinationn of paid influenncer + new channels

• Promote Brand & product led content

• Promote paid + non-paid + giveaways + influencer

• Brand + product + giveaways + UGC + IPs

• Giveaways + event participation & feature them

Limited engagement follower

Convert to lead + engaged follower

Highly engaged follower already

Connvert them to leads + ambassadors

KEY METRICS FOLLOWED

TOP

MID

BOTTOM

• Audience Growth rate (via likes, impressions, reach, etc)• Paid metrics of CPA / CPL• Negative data: Bounce, unfollows, mutes, hides, etc

• Action per lead• Average engagement rate• Surveys to understand brand perception

• Average engagement rate• Actions (CTR on different button, saves, shares on interactive

posts & stories)• Negative data: Bounce, unfollows, mutes, hides, etc• Conteent performance category-wise• Leeads generated

SELL YOUR CAR IN 1 VISITShort Animation

Link to video

SELL YOUR CAR AT BEST PRICEShort Animation

Link to video

YOUR GAADI YOUR RASHI

DELHI POSTS

COVID-19 POSTS

TANKI FULL

MOTHER’S DAY

INSTAGRAM PAGESample this

IMPACT• 1 month since coming on board, Gaadi social media channels have already recorded increased views & actions from followers.

• Creative and entertaining content around car owners and drivers has resulted in increased likes, direct shares & saves on all posts.

• Overall audience engagement on Instagram has gone up by 40% across stories & posts.

“Positive comments from our customers rarely make it to our social media page. So we launched activation to amplify the positive chatter. We want to capture this into a film for presentation to internal management and PR.”

We started the scripting with the angle that talks about how weekends off, and holidays are so loved by humans. But sometimes the stay can completely take you by surprise - the kind not mentioned in the fine print. Cut to - all the great things done by community managers.

The client already was clear they wanted this video to be in cool animation style. They had done an activation where community managers were given budgets to plan small surprises for guests.

APPROACH

“We are launching Credit product via cards for India’s ‘unbanked’. We need a design that India 2.0 aka Bharat would love. And also design that would be understood and loved by potential investors & VCs”

IMPACT• 1 lakh cards handed to customers across 28 cities with 120 crores loans disbursed & high NPS

• Customers created videos & stories around the cards increasing the NPS score

“We have a 300+ cr offline retail footprint, now we want to setup the online business to expand to new audiences.”

ONLINEBUSINESS

SETUP

TEAMSTRUCTURING

WESBITEREFORM

MERCHANDISING & PRICING

PRE/POST SALES

ACQUISITION & RETENTION

P&L

VISUALMAKEOVERRedefined the visual language to be more in sync with the TG that shops online.

PERFORMANCE TRACKING SYSTEMSet up performance tracking format to give in-depth weekly + monthly view - including GA traffic and funnel performance view, net & gross revenue, cancellations, post-sales returns / RTO, merchandise performance, CRM, Tech, marketing performance.

IMPACT• 0-20 lakhs in 8 months (alongside setting up CRM, payments, returns and with zero digital ad spends)

• Met MoM revenue targets through rightly created marketing promotions that maintained margins while pushing up ATS & ABS consistently

• Came up with a marketing offer that overnight added 4000 subscribers to their mailing list in month 1 - and has been one of the best fall back to meet sales targets till date.

• Created mobile site that contributed 40% to total share of Rev

“Our Khan Market store with it’s insane rentals, needs some in-store activation to push sales on weekdays (lean days). We also need brand intro especially since we sit in the middle of HNI-favourite optical stores Drishti & Dayal”

• For the young hip TG set we set up in-store instax photo activation.

• We designed the collaterals + the whole activity flow.

• Set up the team required to manage this event.

I’ve known Life & a Half for ~3.5 years now, since their Le Hedonist days and have worked with them in various capacities, first at

John Jacobs/ Lenskart as our Retail Marketing partners, then at Zomato- a conversation that fructified in a stronger direction, and

thereafter at Unilodgers as our Content Partners. Throughout my affiliation with them, they’ve consistently delivered cutting edge ideas

and concepts when it comes to engaging customers- they launched our polaroid campaign, an in-store customer engagement

campaign, that became very popular and helped us drive up Same Store Growth. Their creative concepts around Zomato were

aspirational, and their creative, SEO friendly content for Unilodgers have helped grow the business. They understand the modern

Indian customer, especially the SEC A+ niche very well, and have a very strong global taste when it comes to staying ahead of the

curve on social media conversations. The two partners complement each other really well- Charu is full of enthusiasm and great at

constantly generating new ideas, Amrita’s design sensibilities are strong, clutter-breaking and practical. The team starts with sharp

understanding of briefs to delivering results within deadlines- the combination hard to find in the brand agency world in India. I’m a

tough client, and they’ve always been a pleasure to work with.

Sambuddha BhattacharyaChief Growth Officer, Unilodgers ex Head of Growth, Zomato Gold ex Co-Founder & Business Head, John Jacobs Eyewear

CLIENT TESTIMONIAL

IMPACT• The store activation was a huge success which led to a 100% increase in conversion with 45% increase in footfalls WOW.

• Created high engagement on SM with people making polaroids their display picture & tagging John Jacobs EyeWear + sharing it on SM.

• Retail feedback: “The delight factor & buzz created at the store did the trick.”

• Client has now made this a permanent brand intellectual property across all stores in Delhi, Bangalore, Pune and Mumbai.

• In 2019, we decided to rebrand ourselves. We changed our name from Le Hedonist to Life & Half.

• We wanted a logo that reflected a cheeky, slightly risque sense of humor & was extendable into an in-house design project.

• The current logo is inspired by slot machine which represents the gaming arcade called Life.

• The ampersand is the key graphic element.

• The ampersand has been extended to storytelling.

• We have launched an in-house design project where we create humorous takes on conventional pairings.

• Some of these have been extended to our assets like invoices / business cards etc.

SHABD KOSHERA word-play on ‘Shabd Kosh’ which means dictionary in Hindi, featuring new cool word finds. At L&H, we are word obsessed. Cheeky, cool, smart words that are a source of many chuckles and wild DMing.

IMPACT• Our branding led to organic shares on followers and friends’ social media.

• It has increased our in-bound queries for business (P.S. all our accounts are either through referral or in-bound business inquiries)

• Increased followership - esp prominent artists in the design community started following us - Shweta Mehta, Enonimisu, Meher Verma and Armaan Roy of Akademi Mag (including call for collaboration and followers requesting for merchandise).

• In-bound organic queries for possible vacancies since people love our work and team life.

• For almost all projects requirements in the last 6 months, we have run no ads. Simple hiring posts on instagram have been enough. We easily get up to 15-20 top tier talent responding to our projects.