Headline

I do pointless things to create priceless brands | Marketing @ Arvind Fashions | MICA | IIIT

About

TVC campaigns: 1. App badlo - https://www.youtube.com/hashtag/appbadlo 2. Club badalne ka time aa gaya - https://youtube.com/playlist?list=PL6yKhY2pAl3Yq8SjgT5whkayrsHoBzc1B&si=405XQyfBncOKLZs4 3. TOI Covid Campaign - https://www.youtube.com/watch?v=iiS6V0kbpYM 4. TOI Durga Puja Campaign - https://www.youtube.com/watch?v=ugLgo7d5Fq8 Static Campaign 1. https://www.wundermanthompson.com/work/phirey-esho 2. https://timesofabetterindia.com/impactful-initiatives/lost-votes Event Based: 1. https://timesofabetterindia.com/impactful-initiatives/happy-streets 2. https://flowfest.timestream.in/ 3. https://www.linkedin.com/showcase/brand-capital-scaleup/about/ Integrated Campaign: 1. https://timesofindia.indiatimes.com/spotlight/the-times-of-india-and-byjus-keeplearning-initiative-offers-an-opportunity-for-parents-students-and-teachers-to-overcome-e-learning-challenges-and-optimise-their-learnings/articleshow/80170099.cms 2. https://timesofabetterindia.com/impactful-initiatives/mask-india 3. https://timesofabetterindia.com/impactful-initiatives/times-scholar This space is a reminder to self that you are not a marketeer: 1. If you are looking at business excels and not your customers 2. If you are obsessed with the 'science of selling' and with formulas to justify your campaigns 3. If you think your customers are just like you and 'market studies' is the answer to all your questions 4. If you expect a perfect ad agency to bring your vision to reality 5. If you haven't tried anything new on your own for the last 30 days This space is a note to self that you are an artist, your marketing will always be an art. And you will be ignored most of the time, you will not have numbers or tangibility as poc, you will be asked to do the basics. Like it or not everyday will be a fight. Don't stop!Learn, don't preach! Proact, don't react! Observe, absorb, improve.

Location

Bengaluru

AI stack

aistudio

claude

midjourney

OpenAI Playground

Otter.ai

Wispr Flow

Work experience

Head of Marketing at Arvind Fashions Limited, Jun 2026 - Present · 4 mos, Bengaluru, Karnataka, India

Brand Team Lead at Groww, Jan 2025 - Feb 2026 · 1 yr 2 mos

Senior Marketing Manager at Gameskraft, Apr 2022 - Jan 2025 · 2 yrs 10 mos, Bengaluru, Karnataka, India, 1. Leading brand strategy for Poker category – campaign design & content, media, prod marketing 2. Leading a team of 7 along with creative, media and PR agencies 3. Launched 3 mass campaigns with celebs, poker pros and influencers. Moved from 7th to 2nd in brand recall. 35% improvement in ARPU, 3X growth in branded keyword volume and 4X traffic growth. 4. Established the biggest offline poker league in India. Got over 41k unique participation 5. Built category experts out of users. Leveraged to create a team of brand voices across poker communities. Improved trust across poker communities. 6. Built regular IPs around on high-offering game days, saw 3X increase DAU 7. Monitored paid channels like Google UAC & Search, Meta, Apple Search. Integrated FB CAPI, Apple SkAd & deep-links. CAC reduction by 15%. 8. Improve product touchpoint and funnels via CT journeys. Improved prod comms CTRs to 3%. Reduced deposit cycle by 30% in 4 month. 9. Implemented improvement cycles for landing page UX, content and key visuals segmented audience wise. Increase in click to Install funnel by 30%.

Brand Marketing Manager at The Times Of India, Aug 2019 - Sep 2021 · 2 yrs 2 mos, 1. Sustain the TOI brand leadership: a. Analyse market and consumer insights through research b. Accelerate brand equity among existing audience cohorts. c. Maintain TOI pole position in circulation and advertising share d. Oversee branch contribution and YOY growth parameters like yield, ad volume, vertical performance, edition trends, printing costs, ad-edit ratio, pagination. 2. Build sustainable branded and co-branded campaign: a. Assess and allocate the best possible mediums (ATL+BTL) for the campaign. b. Build end-to-end campaign map, content strategy, advocacy plan, PR collabs. c. Establish KPIs, measure performance of marketing campaigns and assess ROI 3. Brand strategy: a. Understand the short term and long term vision of the business b. Build a 3-6-9-12 month & Q+2 growth driver readiness plan. c. Manage brand budgets, drive effectiveness and efficiency of the spends. INMA Global Awards 2020 winner for: 1. The Lost Votes - Best Idea to Encourage Print Readership 2. Times Women Heroes - Best PR or Community Service Campaign 3. Maa Aschen - Best Use of Video WARC Award 2020 - Silver The Lost Votes - Effective Content Strategy

Deputy Marketing Manager, Brand Capital at The Times Of India, Jan 2018 - Aug 2019 · 1 yr 8 mos, Mumbai, Maharashtra, India, Brand Capital is the BCCL’s investment arm and world's biggest media investment player. • Building branding and digital strategy for concept brands of Brand Capital. • Strategizing long term and short term goals of the brand and optimising marketing spends. • Spearheading design, development and implementation of brand development work • Developed ATL, BTL and online campaigns to drive brand salience. • Working with legal team to ensure brand and trademark protection. • Coordinated with multiple teams and departments to launch the Brand Capital website. • Carried out naming and visual identity exercise for all investing models. • Developed the Brand Capital | Scale Up IP. Scale Up is a mentoring platform for up and coming entrepreneurs. • Conceptualised and executed 360 communication on print, digital and TV channels of Times Group. • Partnered and coordinated with ET for Leaders of Tomorrow (India’s biggest platform for SME and emerging leaders). • Working with creative, digital and event management agencies to design briefs and rolling out campaigns as per the business objectives. • Driving the entire digital communication of Brand Capital. Working with multiple agencies and digital wings of Times group to execute digital mandate of the organisation. • Working to develop the PR outreach campaign of Brand Capital.

Asst. Manager, Digital Media at Biocon, May 2017 - Dec 2017 · 8 mos, Bengaluru, Karnataka, India, Responsible for building Brand Biocon’s persona on Social Media and managing various properties of Biocon, its websites and entities on the digital platform. Ideation, execution and analysis of campaigns, website management reputation management for Social Media platforms of Biocon, Kiran Mazumdar-Shaw, Biocon Foundation, Biocon Academy and Biocon Malaysia. Executed two online campaign with more than 10 million reach, and one on ground campaign which saw more than 5000 employee participation. Supported the execution of BTL activations for product release, disease awareness and employee initiative campaigns. Collaborated with media team to carry out ATL (Print, TV) activities during major company announcements, product release and for amplifying the media outreach of Kiran Mazumdar-Shaw. Liaison with and manage the Creative, Media, and PR Agencies for Biocon Academy and Biocon Malaysia. Identifying and creating dialogues with media influencers and pharma portals on social channels during important press releases and financial disclosures.

Education

Master of Business Administration (M.B.A.), Brand management and Digital marketing, MICA | The School of Ideas

Computer science, Machine learning, Algorithm building, Big Data, International Institute of Information Technology, Bhubaneswar