Campaign & Content Design

What began as a simple conversation turned into a deeply fulfilling initiative. During my time at Apollo Spectra Hospitals, I led a heartfelt Father’s Day celebration at Rajeshwari Old Age Home, Hyderabad. With a minimal budget and a small team, we created a day of compassion, healthcare, and shared memories for elderly fathers who had been left behind. The initiative not only delivered much-needed medical attention but also reminded us of the healing power of human connection. How it started- Celebrating Forgotten Fathers – A Father’s Day Initiative by Apollo Spectra Hospitals Background It all started with a thought during a casual team conversation—What if we celebrated Father’s Day with those who no longer had anyone to celebrate it with? That one idea led to a touching initiative at Rajeshwari Old Age Home in Hyderabad, focused on offering both healthcare support and emotional companionship to elderly residents. The Heart Behind the Initiative To honor fatherhood by celebrating with senior citizens who have been emotionally or physically abandoned—through: Free medical consultations Diet and wellness counselling A medicine kit A joyful, interactive day of conversation and care Compassion in Action This low-budget yet impactful initiative was made possible through collaboration, empathy, and smart resource use: Conducted at the old age home, eliminating venue costs Utilized in-house medical staff: physician, orthopaedic surgeon, and dietician Focused on screening for chronic ailments like diabetes, hypertension, and joint issues Added meaningful touches: storytelling, group games, cake-cutting, and a movie screening Impact 40+ elderly residents benefited from free health check-ups Many chronic or undiagnosed conditions were identified Residents shared emotional stories of loss, loneliness, and resilience. The event brought visible joy and connection to individuals often ignored by society. Proved that small-scale initiatives can make a big difference in elderly care and awareness . What We Discovered Even the simplest gestures—time, conversation, a health check—can profoundly impact lives Elderly individuals often suffer silently from both medical and emotional neglect.  With thoughtful planning, meaningful healthcare outreach can be achieved with very limited resources Resident Quote “I travelled the world but missed watching my children grow. Today, I live with memories instead of moments.” – Muralidhar Rao, 73

Hindustan Times Friday Jam Where the Weekend Begins with a Beat As part of the team at Lowe Lintas, I had the opportunity to contribute to the ideation and development of Hindustan Times Friday Jam—a campaign that successfully transformed a traditional media brand into a vibrant cultural experience. The Idea The goal was to transition HT City from a passive weekend supplement into an interactive lifestyle brand. We wanted people to not just read the weekend edition—but live it. By turning DLF CyberHub into a weekly live music destination, we created a consistent platform for community engagement, youth culture, and brand immersion. Campaign Objectives Brand Engagement & Footfall: Position Hindustan Times and HT City as youth-forward lifestyle brands through buzzworthy live events Audience Activation: Move beyond print/digital to on-ground, in-person cultural experiences Weekend Programming: Establish Friday nights as a weekly ritual of music, energy, and urban connection Cultural Credibility: Reposition HT City as a catalyst for local music, art, and expression Why It Worked Iconic Venue: DLF CyberHub was the perfect high-traffic, high-visibility launchpad Powerful Artist Lineup: From Palash Sen and Indian Ocean to MC Square and emerging indie acts—every performance brought a different vibe Free Entry, Premium Experience: Open to all, yet curated with top-tier production values Shared Moments: The events quickly evolved into social celebrations, sparking dance circles, encores, and viral buzz Strong Media Amplification: Coverage in HT City + widespread digital sharing created a 360° experience across platforms Key Outcomes Thousands in weekly footfall Repeat engagement and growing community following HT Media elevated as a youth-savvy, experiential brand Awards & Recognition Goafest ABBY Awards 2015 – Bronze Category: Best Publishing Brand Activation Recognized for bringing editorial to life through immersive real-world interaction Goafest ABBY Awards 2016 – Silver Category: Best Marketing of a Printed Newspaper/Edition Celebrated the seamless integration of print, performance, and platform-based engagement The Final Beat Friday Jam wasn’t just an event series—it was a movement. It helped HT Media step beyond the page and into the pulse of the city. With minimal spend but maximum cultural impact, it remains a benchmark for experiential publishing campaigns in India.

Objective: As part of its strategic rebranding, Hindustan Times adopted the positioning “Let’s Make News Better.” The challenge, however, was to bring this promise to life in a meaningful, credible way. The goal was clear: transform HT from a passive observer into an active participant in civic betterment—by ensuring that stories didn’t end with mere reporting but continued until they reached real-world resolution. Communication Challenge: To establish “Let’s Make News Better” as more than just a brand slogan—it needed to become a philosophy. The campaign had to: Prove HT’s commitment to responsible journalism. Differentiate the paper from competitors using action-driven storytelling. Inspire reader trust and public participation. Creative Strategy: The campaign approach was to highlight pressing, relatable civic issues—such as women’s safety, the Gurgaon toll plaza chaos, and lack of access to education for the underprivileged. But HT didn’t stop at highlighting problems. Instead, the editorial and campaign teams worked actively to influence solutions, engaging: Local authorities Policymakers Government officials Citizens themselves The storytelling was paired with hard-hitting editorial campaigns, complemented by a 360° media activation plan: Print editorials and opinion pieces On-ground activations TV, cinema ads, and outdoor media Social media drives and digital storytelling Why It Worked: Editorial Integrity + Action: The campaign built credibility by blending powerful journalism with public service. Real Outcomes: Issues covered didn’t just spark conversation—they forced policy-level action. Community Empowerment: Readers felt empowered to contribute, report local problems, and be part of the solution. Key Outcomes: Brand Differentiation: HT stood out as a newspaper with purpose—serious, solution-driven, and socially responsible. Policy Impact: HT’s pressure led to visible changes—Gurgaon toll barriers were restructured, women’s safety measures improved, and underserved schools received support. Reader Engagement: Increased letters to the editor, citizen reporting, and organic participation in HT-led initiatives. Legacy & Recognition: You Read, They Learn (YRTL) Campaign INMA Global Media Awards 2013: YRTL received the ‘Best in Show’ award, the highest honor, and first place in the Corporate Responsibility and Social Change category. This recognition was among over 500 entries from 30 countries. Cannes Lions 2013: The campaign won a Bronze Lion, highlighting its innovative approach to leveraging media for social good. Limca Book of Records: YRTL set a national record by distributing 1 million textbooks in a single day, demonstrating the campaign's extensive reach and impact. Paathshala Campaign INMA Global Media Awards 2013: Paathshala campaign for its alignment with Hindustan Times' broader commitment to education and social change suggests it may have contributed to the publication's recognition in the Corporate Responsibility and Social Change category. More Than News. A Movement HT Paathshala wasn’t just a campaign—it was a mindset shift. It redefined journalism’s role in society and gave the brand a sharp, respected edge. Most importantly, it proved that news, when followed through, can become a powerful force for change.

Apollo Spectra’s #PilesFreeIndia Campaign Winner – Brand Equity Shark Award | Category: Healthcare Awareness Campaign Background Apollo Spectra Hospitals, a leading name in short-stay surgeries, identified a crucial gap in awareness and treatment uptake for piles (hemorrhoids) in India. Although a common condition, piles is surrounded by stigma, misinformation, and delays in medical intervention. The majority of patients self-medicate or suffer silently until symptoms escalate. To tackle this, Apollo Spectra launched the #PilesFreeIndia campaign — a comprehensive initiative to educate, screen, and convert awareness into timely surgical care. Campaign Objectives Increase surgical volume and revenue for piles-related cases. Establish Apollo Spectra as the “One-Stop Solution” for all proctology-related problems. Position Apollo Spectra as a market leader in piles treatment through both brand perception and patient trust. Consumer Insight Most patients first approach general practitioners or gynecologists. There’s hesitancy in openly discussing piles due to embarrassment. Patients often delay treatment until symptoms severely affect their lifestyle. This insight shaped the foundation of a journey-based marketing funnel — guiding patients from awareness to surgery, while addressing emotional and informational barriers. Strategy The campaign was built on a full-funnel, patient-centric model spanning five stages: Awareness Creation Brand Selection Diagnosis Treatment Post-Surgery Recovery Each phase had clearly defined messaging, channel interventions, and tools to guide the patient forward in their journey. Execution 1. Awareness & Early Engagement Symptom-based Scorecards in English and regional languages distributed across OPDs, clinics, and corporate partners. Creatives like “Are Your Nature Calls Painful?” and “Don’t Pile on the Pain” broke the silence with visual intrigue. Digital amplification through Google Ads, SEO blogs, social media targeting piles-related search behavior. 2. Screening & Diagnosis Free piles screening at Apollo Spectra hospitals through campaign vouchers. Patient Education Brochures and outreach camps in partnership with GPs and Gynaecologists. Use of score-based communication to classify and direct patients for surgical consultation. 3. Brand Trust Building Special focus on female colorectal surgeons for women patients. Use of testimonials, explainer blogs, and doctor video stories. Regional advertorials and review amplification. 4. Conversion & Lead Nurturing WhatsApp engagement, email drip campaigns, and lead management software ensured timely follow-up. In-clinic branding and brochures helped reinforce recall and decision-making. Results Metric Impact Surgical conversion- 1. 3X Increase in targeted surgeries Leads generated through Scorecards 2. 10,000+ patients screened Corporate & GP engagement 80+ partners activated 3. Google search ranking #1 in piles treatment search terms 4. Brand recall Significantly improved, especially in Tier-1 cities Award Recognition The success of the #PilesFreeIndia campaign earned Apollo Spectra Hospitals the prestigious Brand Equity Shark Award, recognizing excellence in strategic healthcare marketing and execution. #PilesFreeIndia redefined how healthcare communication can drive both clinical outcomes and business goals. By demystifying a taboo topic, educating patients, and empowering primary doctors, Apollo Spectra positioned itself not just as a hospital — but as India’s trusted proctology partner.