Resume

Zepto | Nov 24' - Present

Headed the Events charter for CRM where I came up with creative strategies that contributed to over 2M+ orders during the festive season.
Conceptualised, executed and delivered a Rakhi Bot over Whatsapp, a unique gift generator that suggested a gift to the user for their siblings. This resulted in a CTR of 4.9% of which 55% users completed the entire journey flow.
Developed Project Modak, which leveraged the Whatsapp payment feature to place orders for Ganesh Chaturthi

essentials directly. This led to 2X higher conversion rate & 8% higher engagement
Pulled off an easter egg style, Single’s Day Campaign on the Zepto App, reminding boyfriends to get their

partners gifts.
Successfully negotiated budgets & onboarded external agencies to deliver high performance creatives to

complement our comms.
Single -handedly conceptualised daily creatives and devised the creative strategy that later became Zepto’s

distinct creative style.
Conceptualised and delivered channel specific, personalised comms across Push Notifications, Whatsapp, RCS,

SMS, True Caller & Zepto Cafe.
Devised content strategy to consistently hit high CTR’s. This included analysing and introducing periodic changes to copy, testing out different hypotheses to compare results and build a distinct brand voice for Zepto within CRM.

Hunch | Jan 24' to November 24'

Combined creative storylines with actionable hooks to write and direct scripts for performance marketing.
Developed copy for Meta/Google Ads, UX, Push Notifications, App Store content, and social media by testing keyword performance and ranking.
Implemented cohort-based communication via push notifications, resulting in a 2.5x increase in CTR, with top-performing notifications reaching 8-12% CTR
Executed tactical writing for App Store descriptions and ad headlines, using high-ranking keywords to boost visibility on App Store and Google Play Store
Led creator outreach programs, successfully negotiating budgets and onboarding creators for brand ads

Word Dogs Creative | May 23' - Dec 23'

Managed brand strategy for Rage Coffee and created content for social media, email marketing, performance marketing, packaging designs, e-commerce sites, and digital campaigns
Wrote ad film scripts and assisted in directing product launch ads
Conceptualised and developed scripts for YouTube India’s "Hit Pause and Report as Misinformation" campaign, creating 15-second videos to combat misinformation spread online
Created nostalgic promotional videos for Skippi, India’s first ice pop brand, highlighting product USPs for their socials
Lent my voice for a set of 7 videos for Boston Consulting Group for their Tuberculosis awareness campaign. These were played across screens in rural hospitals and clinics to educate people about the TB vaccine.
Wrote, conceptualized and directed scripts for Policy Bazaar, educating customers about health insurance FAQs

Word Dogs Creative | Dec 21' - Mar 22'

Developed social media concepts for Dabur Honey and Dabur Vita
Planned and scripted commercials for Dettol and Dabur Vita
Managed strategic communication for Dabur Vita on e-commerce platforms such as Amazon and Flipkart
Strategized marketing campaigns for Now & Me, Rage Coffee, and Dabur Vita

Education

Gujarat National Law University, Gandhinagar

May 2022

Composed "Dancing Queen," published in Ice Lolly Review
Wrote "Love Stay," published in the anthology "Unread" by Platform for Artists
Won Advocate of the Year – Best Oralist Award at the Moot Court Competition, "Checkmate" (AIL Mohali)
Received Commendable Mention for the short story 'The Love I Couldn't Save' in the Wingword Short Story Prize by Delhi Poetry Slam
Honorable Mention from the Indian War Veterans Association for a poem on theWar of Liberation