Around Four years of advertising experience, characterized by extensive understanding of brands, categories and consumers, enabling learning beyond the chronicled years.Experience across categories like FMCG, E-commerce, Personal Care, Food and Beverages, Healthcare and Pharmaceutical, Fashion and Lifestyle.
Digital and Social Media Marketing
Qualitative and Quantitative Research
10/2014 - 07/2015
J Walter Thompson － New Delhi, DelhiSenior Strategic Planner
PepsiCo - Dedicated planner on Kurkure, Pepsico's homegrown 10billion+ brand - Be the voice of the consumer | use advertising to create tangible business results for clients: Brand Building to drive Consideration | Preference | Strengthen Equity | Increasing Sales
Staying abreast with the core consumer: home-makers, male working professionals, urban families, children, teens and youth
Responsible for conducting researches (FGD's, Personal Interview, field visits, and retailer understanding) relevant to existing business and new business acquisition.
Actively collaborate with the client, research agencies and client servicing, creative & digital teams to create & implement brand communication campaigns.
04/2013 - 10/2013
FCB Ulka － New Delhi, DelhiSenior Executive, Strategic Planning
HCL- India's Leading IT & Technology Company - Corporate brand repositioning exercise that involved exhaustive research both secondary and primary across various cities, decoding the corporate vision and translating the same into brand concepts and working very closely with creative in writing brand films.
HCL Avitas - The Healthcare venture by HCL: Key part of the team that won the pitch and henceforth working very closely with the client and creative in launching HCL's maiden venture outside their core domain of technology.
Snapdeal.com - India's largest online market place- Developed fundamental understanding of the online marketplace and concentrated contribution to business undertaken in a planner's capacity.
John Players by ITC – Explored the apparels and fashion category and used it to decode how youth use fashion to express themselves. Undertook extensive research at consumer and retail level.
Played a key role at various pitches including Air India, CaprisunIndia, Kitchen Aid India, UNICEF India.
Learned using various market research tools such as TGI, IRS, and Mobile Ethnography
08/2011 - 04/2013
Law and Kenneth － New Delhi, DelhiAssistant Strategic Planner
Dabur- Fourth largest FMCG Company in
India - Dedicated planner working on new product development and strategy
planning for the entire portfolio of brands.
Barista Lavazza- The International Coffee
Restaurant Chain: Brand planning for the transition of Barista Lavazza to
Lavazza in the Indian markets and Planning and Idea Generations for the Winter
Menu and Merchandising.
Lotus Herbals- India's leading natural
cosmetics company- Brand Architecture for the corporate brand, translating the
Brand Identity into brand worlds for different categories. Brand Planning along
with new product development across Skincare,
Hair-care and Make-up brands from Lotus
EverYuth- India's home grown cosmetics
brand- Decoding the women prototypes that exist in the current Indian market to
arrive at mindsets that drive them to buy beauty products. Using the same to
then arrive at the brand propositions and creative routes along with New
Designemporia.in - Exclusive website for Indian
Designer Products - Managed the entire brand planning and media planning alone
for this brand that stands for an exclusive aggregator website for Indian
Played a key
role towards New Business Development for various pitches. Helped win
businesses like Dabur Vatika, BIBA and ONGC.
pitch as a Strategic Planner for Red FM-
India's No.1 FM radio Station, Bata
India- India's leading footwear brand and Hero Urban Trail- India's answer to sports cycles.
04/2011 - 07/2011
Bates 141 － New Delhi, DelhiStrategic Planning Trainee
with Bates as a trainee under the Group Planning Director- the only junior
Schneider Electrics - Worked on understanding the
product, category, consumer, industry and media trends by primary and secondary
research. Qualitative analysis of data points and being part of the team that
won the account in the pitch.
Hitachi Refrigerators- Consumer research and analysis
followed by strategy planning.
Bluefrog – India's first Live Music Lounge -
Worked on understanding the Delhi nightlife, what drives the Delhi party
circuit, what clicks and what not. Also conducted
in-depth interviews and Focused
Group Discussions with DJ's, Chef's, Page 3 Socialites, Party Hoppers,
Hoteliers, in and around Delhi.
Written and compiled the
Strategic Planning Case Study Book – “The Change Book- A Bates 141 Collection”-
Consisted of interesting and innovative marketing communication strategies that
created huge impact and tangible results for existing brands and pitches won in
a span of one year
Miranda House - Delhi University － New Delhi, Delhi, IndiaBachelor of Science: Physics (H)
Indian Institute of Mass Communication － New Delhi, Delhi, IndiaMaster of Arts: Advertising and Marketing