Nykaa Fashion
Challenge: Revitalise the brand’s social ecosystem; redefining its voice, visual identity and positioning to drive stronger cultural relevance and cross-channel consistency.
Solution: Shifted from a predominantly studio-led content model to a creator-first, insight-led social strategy across Sales, Campaigns and BAU moments, thus strengthening brand affinity and awareness. Complemented this with agile, self-shot and real-time content formats to build a distinctive, conversational brand voice.
Role: Creative Conceptualization, Copywriting, Social Media Management, Stakeholder & Cross-Functional Management, Scriptwriting, Creative Direction, Event Planning and Management.
Social Media Creatives
Key stakeholder in shaping social strategy and leading end-to-end execution across BAU, IPs, campaigns and Sale moments, driving cohesive creative rollout across platforms.
Crafted copy and partnered with design teams to translate campaign narratives into high-performing social creatives.
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Shoot Content
Key contributor to conceptualization, creative direction, scriptwriting, copywriting, and talent liaison for in-house shoots spanning Sales, Campaigns, Festive IPs, Denim Week, and BAU content.
Collaborated closely with creators, celebrities, and fashion creative directors, supporting the production of cohesive storytelling from ideation through to execution.
Assisted in end-to-end production; ensuring on-brand, high-impact content aligned with campaign objectives and social amplification.
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Brand Collaborations
Structured the end-to-end process for onboarding brand collaborations within the Nykaa Fashion social team, facilitating partnerships with 40+ brands across Indianwear, Westernwear, Kidswear, and Home categories.
Spearheaded launches for marquee and global brands, including Snitch, Hopscotch, Victoria’s Secret and more, ensuring seamless integration with campaigns, creatives, and content strategy.
Delivered high-impact collaborations that amplified brand visibility, engagement, and cross-category growth across digital platforms.
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Creator Collaborations
Recalibrated a previously studio-led, asset-heavy communication model into a creator-first growth engine, restoring cultural relevance and agility across BAU, IP launches and high-stake festive campaigns.
Forged and managed 100+ strategic creator collaborations across Fashion, Lifestyle and Entertainment in FY25, delivering 1.1Bn+ reach through insight-led talent mapping — balancing scale, niche authority and audience affinity.
Owned the full partnership lifecycle from research and stakeholder alignment to briefing, narrative development and last-mile execution, embedding creators as long-term brand amplifiers rather than transactional extensions.
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Nykaa Wali Shaadi
A marquee wedding campaign for Nykaa and Nykaa Fashion, launched with a nationwide call for registrations inviting four brides to win a bridal makeover, culminating in a hosted showcase on JioHotstar.
Led end-to-end strategy for the fashion vertical, repositioning the narrative to target baraatis over brides, aligning with assortment strengths and market opportunity.
Orchestrated an integrated omni-channel rollout across social, creators, collaborations, performance and CRM in close partnership with category, stylist and media teams.
Conceptualised creatives and scripts, pivoting to a creator-first strategy to deliver 60M+ reach across channels.
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Creatives - Social and CRM Push
Nykaaland
Strategised and led the live content roadmap for Nykaa Fashion’s on-ground presence at Nykaaland, overseeing coverage for 15+ participating brands and delivering on paid live and post-event commitments.
Managed a team comprising 2 interns and 6 videographers/editors to execute real-time content production and rollout across platforms.
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Kids Summer Campaign (Kids Carnival)
Led end-to-end strategy, creative direction and cross-channel execution of the inaugural Kids Carnival campaign, aligning social, upper-funnel marketing and community-level RWA activations.
Liaised closely with category and site teams to strategically push priority brands and drive visibility across platforms, ensuring seamless integration between marketing and commerce.
Collaborated with 10+ leading mom influencers over multiple weeks to build sustained momentum and category relevance.
Delivered 60M+ reach across social, improved Kids’ category share to 6% of Nykaa Fashion, increased visits by 14% over BAU, and achieved 15% growth over BAU during the campaign period.
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NF Courtside
Led the end-to-end strategy and execution of NF Courtside, conceptualising it as an immersive fashion-meets-sport offline IP for the Pickle Padel community, while defining its positioning, look and feel, and design language.
Drove pre-event communications and story architecture to build registrations and anticipation, aligning cross-functional teams on rollout.
Built and led a 15-member on-ground team, onboarding and briefing 8 videographers and editors to deliver real-time coverage across two days.
Directed live content capture with 100+ influencers and over 200+ community attendees, producing 1,000+ stories and sustained post-event amplification, resulting in 6M+ reach across platforms.
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Films
Key contributor to the end-to-end planning and execution of the 'Wear What's Next' campaign, aligning strategy and creative rollout across digital touchpoints, including Sharvari’s shoulder content.
Conceptualised and mapped on-set shoulder-led content with Shanaya Kapoor and Ishaan Khatter, designed narrative build-up to amplify the Sale and Festive film releases.
Supported scripting and execution of behind the scenes coveraged and branded integrations, ensuring cohesive storytelling across campaign phases.
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