Select Engagements
A few problems we've solved.
This is not a portfolio. It's a small set of engagements that reflect how we think. Each one is a business challenge, an approach and an outcome.
Consumer · F&B Launch
Bad Boy Pizza
Challenge
Launching another pizza brand is easy. Launching one that people remember is hard. The category was crowded, consumers had endless choices, and traditional launch campaigns would have disappeared into the noise.
Approach
Engineered cultural curiosity before product consideration. A staged 'pizza slap' involving Badshah, a Pizza Rave launch event, creator integrations and a proprietary content series called 'Flavours That Slap' turned the launch into entertainment rather than advertising.
Outcome
858K+ organic reach in the first month. Multiple viral assets. A youth-centric positioning established from day one.
The Bottom Line
"The fastest way to grow isn't more advertising. It's becoming a conversation."
Subscription · Conversion
Spotify Premium
Challenge
Subscription growth becomes harder as scale increases. Spotify wasn't looking for engagement. They were looking for conversions.
Approach
We treated campaign design as a conversion problem, not a creative problem. Across flash sales, festive pushes and evergreen acquisition, we built creative systems designed to increase Premium opt-ins while maintaining urgency.
Outcome
4× lift in Premium opt-ins during a 4-day flash sale. Holi campaign outperformed the prior Diwali by 300%. Largest flash sale performance in Spotify India history.
The Bottom Line
"Creativity matters only when it changes behaviour."
Luxury · Launch
Tyaani by Karan Johar
Challenge
Luxury launches often generate awareness but fail to convert demand into sales. Tyaani needed a launch strategy that could create desirability while delivering measurable business outcomes.
Approach
We orchestrated the entire launch ecosystem - content, social, media buying and collection launch strategy - so every touchpoint drove both aspiration and action.
Outcome
1082% increase in organic accounts reached. Multiple 100K+ viral reels. 11,000+ new followers. 10+ sales in week one. 10.7× online ROAS.
The Bottom Line
"Brand building is only valuable when it builds demand."
Consumer · Cultural Relevance
Chai Point
Challenge
Chai Point wasn't competing against other tea brands. It was competing against indifference. For a category people consume daily, the challenge was becoming culturally relevant enough to earn attention without buying it.
Approach
We stopped talking about tea. We started talking about ambition, hustle, dreams, relationships and the everyday moments that happen over chai - through partner-led trends, vox pops and relatable formats.
Outcome
464% increase in organic views within two months. Stronger cultural relevance with young professionals and students.
The Bottom Line
"People don't engage with products. They engage with identity."
Health · Behaviour Change
Smotect
Challenge
Nobody wakes up wanting to engage with anti-tobacco content. People already knew tobacco was harmful. The challenge was making quitting feel relevant, achievable and socially acceptable.
Approach
Instead of speaking like a health brand, we spoke like real people. Founder-led content, street-level vox pops and relatable storytelling that humanised the problem rather than lectured about it.
Outcome
1.8M views via founder branding. 1.5M views via vox-pop content. A scalable content IP around tobacco cessation.
The Bottom Line
"Behaviour changes when people see themselves in the story."
We're deliberately selective about what we publish. Most of our work sits under NDA with founders and leadership teams who hired us to think, not to be seen.
