Portfolio

Swiggy Gift Cards

At the peak of the pandemic, corporates wanted to provide rewards and recognition to employees in an increasingly digital world. Food coupons fit right it. We experimented with discount tokens & vouchers and finally decided to go ahead with Gift Cards as a long term play.

The idea was to begin with Corporate Gifting and move into Person-to-Person gifting wherein, for example, I can send a gift card for desserts to my friend on their birthday.

Aug 2020 – Nov 2020 | Swiggy, Bangalore

Car Recommender

Conceptualised the car recommendation tool to help users in the selection process. It was designed as an intuitive, informative and engaging tool that allows a layman to figure out the most suitable car for them.

The tool focuses on functional and emotional needs of the users. The functional needs help us determine the right car for the user based on budget, features and other objective parameters. The emotional needs help to gauge the user personality and aspirations to further refine the list.

Jan 2019 – Sep 2019 | CarDekho, Jaipur

Car-owner Community + UGC

The community project at CarDekho is aimed at making it the go-to portal for car-buyers, as well as enthusiasts to engage and discuss. Good quality user-generated content helps drive car buying decisions. While a lot of our user-base is self-motivated, the plan is to scale it further using incentives and gamification.

There are multiple modules under this project viz. User Reviews, Question-Answers, User Polls, User Profiles, Comments & Logins to provide a holistic platform.

Nov 2018 – Sep 2019 | CarDekho, Jaipur

User Reviews

Focused on User Reviews as a key component to drive the community project, resulting in 100x increase in the daily submissions

This was achieved through overhauling the review funnel, introducing multiple entry points, incentives via online campaigns, My Account integration and communication optimisation

QnA has also seen a 10x increase with plans to introduce Video Reviews as bite-sized engaging content from genuine customers (first in the industry). The goal was to improve engagement and build trust among the consumers.

Nov 2018 – Sep 2019 | CarDekho, Jaipur

Auto Expo Microsite

Designed Pages with widgets and graphics for the Auto Expo microsite of CarDekho.com covering the Auto Expo 2018 held in Delhi-NCR.


Planned site architecture and structured content to get the site live in 2 weeks despite resource constraint.

The new microsite, optimised for the user, saw a five-fold increase in organic traffic over the previous version.


Feb-2018 | CarDekho, Jaipur

Europe Travel Cup

Designed a social game where participants were matched to their perfect European Holiday
destination.

Shared extensively on facebook, this was part of a guerilla marketing campaign to boost travel sales for Euro Cup 2016.

June 2016 | MakeMyTrip, Gurgaon

Marketing at Holidify

Holidify is a holiday discovery platform to help plan a trip using structured content, strong filters, intuitive interface and personalised recommendations.

It was a bootstrapped startup when i joined, with little resources for marketing. We built an organic audience using SEO, creative social media campaigns and community outreach.

Content marketing involved combining elements of pop-culture with travel and sharing on social media. The trick was to keep experimenting and our users simply loved it!

Sept 2014 – Feb 2016 | Holidify, New Delhi

Tourist vs Traveller

People who are passionate about travel often consider themselves different from tourists. These simple creatives brought out those differences. People either ascribed to a certain image or considered it biased or simplistic. Nonetheless, it gave them fodder for conversation and engagement.

The most viral campaign at Holidify, this was picked up by boredpanda.com, 9gag.com and had more than 50k cumulative shares. It was later published in National Geographic Traveler magazine in France (Issue: April-May 2016).

July 2015 | Holidify, New Delhi

Brands as Travel Agents

Users have good recall of brands and their taglines. I decided to leverage this as a theme to target social media virality. I made a list of famous brands and their taglines and tried to come up with places that espoused their values.

The entire campaign from ideation to publishing was completed in a day’s time using the online tool Canva. I tried to ensure matching font type and color for the brand tagline.

November 2015 | Holidify, New Delhi

Every Place Is Beautiful

EPIB was one the most resourceful branding campaigns at Holidify. The content was created by our users and the incentives provided by our partners, while we got due social media engagement.

We asked users to submit an image of their favorite place and one stellar reason why they liked it. We sent back the image after adding text and filters and asked users to share it, put it up as their Facebook cover image on their profiles and to ask their friends to participate, like and share as well. To gamify the process, we ascribed points and weights to each action and winners were rewarded with hotel stays in a place of choice every week.

Every picture was a story. We had a good run for 4 weeks and generated close to 100,000 cumulative impressions

July – August 2015 | Holidify, New Delhi

Operations at Holidify

Conceptualised the entire lead workflow and designed a simple interface for our pilot project in operations. The three faceted interface catered to Users (buyers), Travel Agents (sellers) and Holidify Team (admin).

We passed on user holiday queries (called leads) to relevant agents listed on our platform who sold customised packages. We charged a commission from the seller on the successful completion of a sale.

May 2015 | Holidify, New Delhi