Brand

Wordtoons GRE Flashcards

Brand, Merchandise, Print

Thousands of Indian engineers take the GRE each year and a majority of them struggle with the Vocabulary section that requires them to know the contextual meanings of words not used in everyday conversations.

Wordtoons is a set of GRE flashcards designed especially for Indian GRE aspirants. Through visual cues and silly vernacular clues, they make learning fun and help the words and their meanings sticky.

I conceptualized ~150 of these flashcards and worked with an illustrator to get them created. These are offered as part of the GRE course material at CrackVerbal and also retailed on Amazon.

The Fujiwara Range launch

Brand, Radio, Social media

In January 2018, Urban Ladder launched a 360-degree digital campaign to announce the launch of the Fujiwara collection, a premium range of furniture inspired by the shoji screens of Japan. I handled the entire campaign from concept and story to copy across radio, web, email, and social media.

This became one of Urban Ladder’s most successful collection launches; sales picked up in the month following the campaign and the range continues to be a bestseller.

Fujiwara collection image

RADIO SPOT

Radio spots typically tend to be loud and fast, with brands trying to fill every millisecond with words and music. We went the opposite route in the spirit of the zen state of mind the Fujiwara range inspires. We wrote a radio ad that makes 30 seconds feel a lot longer (in a serene, refreshing way!).

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SOCIAL MEDIA

Prior to the launch, we put out teaser posts on social media in the form of haiku poetry to subtly underscore the Japanese connect. We asked folks to guess what was coming up, resulting in some fun conversations and building anticipation.

An Honestly Good Ad

Brand, Print

People say long copy is dead. I disagree. To prove them wrong, I wrote this print ad for Urban Ladder’s The Honestly Good Sale in January 2016. Unfortunately(?) the sale did pretty well by itself and we decided not to spend on print.

I’m still putting it up here because I thoroughly enjoyed writing it and hope someone will enjoy reading it. If you do, please leave a comment. It would be heartening to know that our tribe isn’t dead.

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