Social Media Strategist · Delhi-NCR · Since 2012

13 Years.
30+ Brands.
One Philosophy.

Consumer-first thinking across FMCG, tech, healthcare, and hospitality. Every strategy starts with the same question: who is this person, and what do they actually care about?

160+
Posts / Month
8
Accounts Peak
15
Team Led
Scroll
Dabur · Nutrela · Gyan Dairy · Mentos · realme India · Bonn Group · Patanjali Foods · Centre Fresh · GE India · Aviva Life · Radisson Blu · TCL · Garmin India · Pansari Group · Dabur · Nutrela · Gyan Dairy · Mentos · realme India · Bonn Group · Patanjali Foods · Centre Fresh · GE India · Aviva Life · Radisson Blu · TCL · Garmin India · Pansari Group ·
Philosophy

Not Demographics.
People.

Since 2012, every strategy I've built has started with the same question: who is this person, and what do they actually care about?

Not demographics. Not segments. People — with opinions, with scrolling thumbs, with kitchens full of trust and screens full of noise.

Consumer-first thinking across FMCG, tech, healthcare, and hospitality. Thirteen consecutive years. Zero templates.

"The consumer isn't a moron; she is your wife."
— David Ogilvy
"If it doesn't sell, it isn't creative."
— David Ogilvy
13+
Years of Practice
30+
Brands Handled
8
Concurrent Accounts (Peak)
160+
Posts Directed Monthly
15
Team Members Led
6x
New Clients Closed

Selected
Work.

Two brands. Two categories. One consistent approach — insight in, impact out. These are the campaigns that moved business forward.

01 / 02 · 2025

Nutrela

× Sociapa Pvt. Ltd. · Patanjali Foods

Making protein popular. Integrated digital campaign turning a heritage soya brand into an aspirational, digitally-native nutrition powerhouse — with Shilpa Shetty Kundra as the face and a pan-India ecosystem as the vehicle.

Integrated Campaign Influencer Strategy PR · 500+ Publishers Social Media ORM Microsite
391%
Instagram Growth
35,000%
Engagement Surge
10B+
Earned Impressions
+20.6%
Sentiment Uplift

The Challenge

  • Low brand resonance with younger, digitally-native consumers
  • Minimal engagement on existing social handles
  • Hard to differentiate in a crowded, price-sensitive category
  • Fragmented communication with no cohesive creative anchor

The Insight

  • India is calorie-sufficient but severely protein-deficient
  • Soya is the most accessible, affordable protein source for Indian households
  • Opportunity: position Nutrela as the everyday solution to a real, urgent health problem
  • Make soya aspirational, convenient, and culturally integrated

The Approach

  • Tagline: "India ko Strong Banate Hai, Nutrela Khate Hai" — simple, sticky, patriotic
  • Shilpa Shetty Kundra as brand face — credible, health-forward, mass-aspirational
  • 4-point integrated model: PR + Advertising + Owned Digital + Influencer Marketing
  • PR distributed across 500+ digital publishers for 10B+ earned impressions
  • TVC, Radio, and Search advertising in full-funnel formation
  • mynutrela.com — built from the ground up, SEO-optimised, recipe-led
  • Protein Day activation with Robin Hood Army as CSR anchor
  • Trendsetter Award 2025 for digital innovation
02 / 02 · 2025

Gyan Dairy

× Sociapa Pvt. Ltd. · 8 Months

From products to a brand. Full-spectrum brand building — from packaging redesign across 7 product categories to a 360° Bihar market launch — transforming a product-led dairy into a unified consumer brand.

Brand Identity Packaging Redesign OOH · 10+ Formats E-Commerce Market Launch Content Strategy
180+
Total Deliverables
20+
SKUs Redesigned
6
Cities at Launch
5
Branded Events

The Problem

  • Kareena Kapoor Khan as ambassador — but no unified visual identity
  • Brand looked different across every touchpoint
  • No integrated campaigns connecting ambassador to the full portfolio
  • Near-zero digital and quick-commerce presence despite solid offline reach

The Scope of Work

  • Visual identity system and brand guidelines
  • 20+ SKU packaging redesigns across 7 categories (Ghee, Milk, Sweets, Festive)
  • B2C campaign: purity-led Ghee campaign with Kareena — TVC + Digital + OOH
  • B2B campaign: separate trade partner track — profitability-led, collateral-heavy
  • Airport hoardings, in-store POSM, milk booth branding across Bihar
  • Listed 20+ SKUs on Blinkit, Zepto, and quick-commerce platforms
  • 5 content pillars: Recipes, Myth-busting, USPs, Trending Formats, Farmer Stories
  • 'Let's Cook With Gyan' — original YouTube series
  • 360° Bihar market launch across 6 cities; 15+ branded collaterals; 5 events
  • Dairy Tourism Programme for trade and media partners

30+ Brands.
5 Categories.
13 Years.

FMCGDabur
FMCGNutrela
FMCGMentos
FMCGCentre Fresh
FMCGDr. Oetker
FMCGBonn Group
FMCGPansari Group
FMCGCrown Rice
FMCGZONE Syrups
FMCGGyan Dairy
Consumer Techrealme India
Consumer TechTCL
Consumer TechiFFALCON
Consumer TechGarmin India
Consumer TechKyocera
Corporate B2BGE India
Corporate B2BGSK
Corporate B2BPearson
Corporate B2BPatanjali Foods
LifestyleShiv Naresh
LifestyleTata Stryder
LifestyleLuxor India
InsuranceAviva Life
HospitalityRadisson Blu
HospitalityBamboo Saa Resort
The Arsenal

Platforms

  • Instagram
  • Facebook
  • LinkedIn
  • Twitter / X
  • YouTube

Tools

  • Meta Business Suite
  • Hootsuite
  • Google Analytics
  • Canva
  • WordPress

Capabilities

  • Social Media Strategy
  • Online Reputation Management
  • Social Listening
  • Brand Communication
  • Content Calendar Mgmt
  • Team Leadership
  • New Business Development
  • Analytics & Reporting
The Journey

Nine Agencies.
Thirteen Years.
One Direction.

2023
Senior Creative Strategist
Sociapa Pvt. Ltd.
Current
2023
Strategy Lead
Digics
FMCG · D2C
2022
Senior Strategist
Creativeland Asia
Dabur · Aviva · Mentos
2021
Group Head Strategy
Sociowash · Genesis BCW
realme · GE · Pearson
2019
Strategy & Business Lead
Guerrillas Inc
Built 5-Person Team
2018
Associate Director
Maverick Digital
Led 15-Person Team
2016
Social Media Strategist
Digitas LBi
Global Network
2012
Freelance to Full-Time
YNG Media → Internet Moguls → Maverick Mav → WOW Events
The Foundation
Make a Connection

Let's make
something
that
matters.

Email j.prbhds@gmail.com
Phone +91 97175 74704
Location Delhi-NCR, India
LinkedIn social-media-professional
Write to Me →