Portfolio

All
BookMyShow
ExpatInsure
Murad
Pret A Manger
Tk Maxx

Murad

murad

Murad

The Challenge

Transform SPF from a basic step to a must-have ritual by emotionally connecting with Murad’s modern skincare audience. The goal: bold, testable ad concepts that speak directly to skincare-literate, aesthetic-savvy users.

Image Ad Concepts

Strategy + Concept + Copywriting

Developed four emotionally-led ad directions through concise, scroll-stopping lines:

Each ad was explored with different visual hierarchies (copy-led vs. product-led), formats (static, story, Pinterest-style), and tone treatments. Used ChatGPT-4 for concept exploration and Foreplay.co for competitive swipe research.

New Concept Idea

Crafted a surreal image ad for Murad SPF 45, designed to feel like protection.

A glowing orb floats above the product, shielded by a skin-like forcefield; selling the sensation, not just the science.

Tools Used: MidJourney, ChatGPT-4

Ad Iteration

Refined the original visual with a warm glow, stronger social proof (“Best Seller”), and crisper copy. Tiny tweaks, premium difference.

Tools Used: ChatGpt-4, Foreplay.co

Iteration

UGC-Style Video Ad Series

Scriptwriting + Storyboarding + Direction

Wrote and directed three UGC-style short scripts aimed at different awareness stages for Murad’s Environmental Shield SPF

The Real Struggle

My Skin is Calling

Before & After Journey

Dramatic pain point and instant fix

Voice-of-skin urgency with humor

Simple social proof story arc

Edited using CapCut and voiceovered with ElevenLabs AI. Each script leveraged UGC authenticity with storytelling rhythm and optimized hooks.

Pret A Manger

pret-a-manger

Pret A Manger

Project Overview

Objective

Redesign Pret’s subscription model to address customer dissatisfaction while boosting retention.

Key Issues Identified:

37% of subscribers felt drinks were “bad value”
Negative brand perception (subscription felt like a “chore”)
Long queues & drink unavailability (esp. on campuses)

Research Insights

From 6 interviews & 122 survey responses:

Pain Points:
- “Hostile atmosphere” from customers rushing to redeem 5 daily drinks
- No differentiated treatment for loyal members
Data Trends:
- Negative correlation (-0.76) between subscription use and experience ratings
- 52% demanded flexible tiers (vs. rigid £30/month plan)

Strategic Framework

Applied the Wheel of Loyalty to:

Reduce Churn Drivers: Address queue times, drink availability, perceived value
Build Bonds: Tiered subscriptions + points system for customization
Enhance Foundation: Reintroduce campus programs with student-friendly pricing

Proposed Solution

Expected Impact

Tiered Subscription Model:

Essentials (£10): 1 drink/day (off-peak)
Boost (£20): 2 drinks/day (off-peak)
Premium (£30): 3 drinks/day + 20% off food
VIP (£40): 4 drinks/day + meal deals

Points System: Non-subscribers earn free trials; subscribers unlock higher tiers

Queue Time: Reduced by 40% (fewer redemptions per user)
Perceived Value: Improved via flexible pricing (WTP gap closed)
Campus Engagement: 60% of students expressed interest in revived program

TK Maxx

tk-maxx

TK Maxx

Proposed Digital Marketing Campaign

Objective

Boost brand awareness, website traffic (+15%), and social engagement (+10%)

Target Audience

Fashion-conscious bargain hunters (63% female, aged 25-34)

Unique Angle

Gamified “Easter Egg Hunt” blending online/offline experiences

(Image generated by ChatGPT 4.0)

Key Strategies

Virtual Treasure Hunt: Website gamification with leaderboards
Influencer & Paid Ads: Instagram/Facebook/TikTok ads + fashion influencer partnerships
VR Integration: In-store VR navigation to replicate “treasure hunt” experience
SEO/SEM: Optimized search ads and organic traffic

Customer Journey Enhancement

Awareness: Social media teasers & SEM ads
Engagement: Interactive microsite + VR product discovery
Conversion: Personalized email reminders & discounts
Loyalty: UGC sharing rewards & post-campaign surveys

Offline Synergy

QR code mascots in stores
Easter-themed VR events (March 23–31)
Circular promotions (e.g., “Play VR → Get Discount → Repurchase”)

BookMyShow

bookmyshow

BookMyShow

The Challenge

When I joined BookMyShow as a Social Media Marketing Intern, the brand’s Instagram content primarily focused on announcements of upcoming shows and post-concert videos. While informative, this approach lacked the relatability and engagement needed to captivate the platform’s core audience: Gen Z. The challenge was to transform the content strategy to not only inform but also entertain, creating a sense of FOMO that would resonate with this demographic. Initially, reels averaged between 2,000 to 6,000 views, indicating a need for a fresh, trend-driven approach to boost visibility and engagement.

The Solution

To address this, I reimagined the content strategy by shifting the focus from purely promotional posts to creating engaging, relatable, and trend-driven content. I leveraged Instagram’s algorithm by crafting reels that tapped into trending audio, memes, and cultural moments, ensuring the content was not only relevant but also highly shareable. By blending announcements with entertaining and visually appealing reels, I created a balance that appealed to Gen Z’s desire for both information and entertainment.

This journey taught me so much about creating content that not only looks good but actually drives real results. The experience reinforced my belief that marketing is about making meaningful connections, not just increasing numbers.

The Moment Farhan Akhtar Reposted Our Reel

When creative burnout hit our team at BookMyShow, we decided to break free from our routine content. On a whim, we transformed our office into a playful backdrop for a creative reinterpretation of one of our favorite songs.

What started as a fun project born from boredom turned into our most memorable content piece. The reel garnered over 900K impressions, but the real magic happened when Farhan Akhtar himself reposted it to his story.

That moment, seeing the notification, the team’s screams echoing through the office, the pure disbelief, was the greatest reward of my social media career. It reminded me that authentic creativity resonates far beyond metrics and that sometimes, the most impactful content comes from simply creating something you love.

ExpatInsure

expatinsure

ExpatInsure

Social Media

When I started at ExpatInsure, I was eager to understand how social media could truly transform a brand’s presence. I found myself completely immersed in developing strategies that would make our digital platforms come alive. By experimenting with different content approaches and closely monitoring audience reactions, I managed to increase our followers and boost engagement. It wasn’t just about numbers, it was about creating meaningful connections. Each post, each interaction became an opportunity to tell our brand’s story and reach out to the expat community in a way that felt genuine and personal.

Producing videos was like telling a story, something I’ve always been passionate about. I took on the challenge of creating over 30 short videos, handling everything from writing the script to filming and editing. Each video was more than just content; it was a chance to break down complex insurance concepts into something relatable. I remember spending hours crafting narratives that would resonate with our audience, thinking about how to make insurance feel less intimidating and more approachable. It was about transforming technical information into human stories that could connect and inspire.

Video Production

Meta Ads

My work with Meta ads was truly an adventure in digital marketing. I saw each ad as an opportunity to pioneer something unique. By securing creative partnerships with influencers in expat communities, I wasn’t just running ads, I was building bridges. The goal was always to generate quality leads, and I managed to generate leads through carefully crafted campaigns. It wasn’t about overwhelming people with information, but about creating targeted, meaningful interactions that could genuinely help people understand their insurance needs.

Murad

New Concept Idea

Ad

Iteration

Pret A Manger

Project Overview

TK Maxx

Key Strategies

Customer Journey Enhancement

BookMyShow

The Challenge

The Moment Farhan Akhtar Reposted Our Reel

ExpatInsure

Video Production

Contact Me