Campaign Communications

Kashi Tamil Sangamam

Live social copy · 2023

Kashi Tamil Sangamam is a Government of India festival that celebrates the socio-spiritual ties between Kashi and Tamil Nadu. I wrote the English copy for its official X and Instagram handles.

Credit: the briefs and photographs came from teammates on the ground.

Open the live desk

Copy and check, one jobLive coverage leaves no space between writing and checking. The next post is arriving while you are still confirming a name and a title on the last one.

The rhythmTake the brief, verify the names and titles, write to the house register, clear the line, publish. Repeat while the room is still moving.

One register, two languagesThe English had to carry the same weight as the Tamil beside it. My job was to keep the official voice steady across a fast feed.

Open the archived Kashi Tamil Sangamam post covering the Prime Minister's inauguration of the festival in Varanasi — **Published · archived same day**Live from the inauguration. Archived on the Wayback Machine the day it ran

The campaign ran about six weeks. Its official handles posted 247 times on X and 120 on Instagram, from the late-November build-up, through the Prime Minister's inauguration on 17 December, to two weeks of daily coverage from Varanasi. The Tamil ran through the team's translators. What follows is a selection from that run.

Open the post reporting the Prime Minister's use of the Bhashini translation tool at the inauguration — **The address**A report that the Prime Minister used Bhashini, a government translation tool, to render his inauguration address into Tamil in real time. Posted 18 December 2023

Open the Kavadi Attam culture explainer post from the festival build-up — **Build-up**An explainer tracing Kavadi Attam from its origin in Palani, Tamil Nadu, to the communities that still perform it in Singapore, Malaysia and South Africa. Posted 9 December 2023

Open the post carrying delegate Vidhyasree's account of her visit to Kashi — **A delegate's words**Vidhyasree, an engineering student from VIT, describes seeking blessings at the Kashi Vishwanath temple and a boat ride on the Ganga with her delegation. Posted 18 December 2023

Open the Daily Pulse recap post on the festival's turn toward trade ties — **Final days**The Daily Pulse recap for 29 December, when Tamil Nadu traders and business owners turned the festival toward trade ties. Posted 30 December 2023

Carnegie Main Street

Brand strategy · Melbourne · 2024

In the summer of 2023 to 24, a five-person team I was part of spent a month on a marketing strategy for the traders' association of Carnegie, a shopping strip in Melbourne's south-east. The whole job came down to one document the committee could approve once and hand to an agency to run. My part was the voice. In early January three of us walked the strip and audited 37 businesses across eleven categories, and I worked the fashion, florist and bakery buckets. Then I wrote the Brand Style Document, what the strip should sound like and what it should avoid.

I designed the deck and presented the strategy to the association's committee, which approved it. This was teamwork. The byline names all five of us.

The brand voiceTone, narrative, and what to avoid. The register the strip writes in.

The voice appliedTwo mock Instagram posts written to that register.

Open the Be Vocal for Local slide, a rewards program encouraging repeat customers on the strip — **Be Vocal for Local**A local rewards program to bring shoppers back to the strip.

Open the content calendar slide from the Carnegie strategy deck, showing February laid out day by day — **The content calendar**February laid out day by day, co-planned with a teammate.

Healthcare fundraising

Crowdfunding copy · Mumbai · 2020 to 2021

My first writing job was a year at a healthcare crowdfunding platform in Mumbai, in the middle of COVID-19. I wrote fundraising blogs, ad copy, video scripts and emailers for medical campaigns, and the lead-generation copy that brought patients' families to the platform. The campaigns I wrote for raised ₹1.5 crore in that year.

Nissan

Corporate communications · 2025

The Nissan internship was with the corporate communications team. For the Ariya launch I wrote the website metadata, the page titles and descriptions a search result shows before the site ever loads. And I put together the executive presentations that tracked the launch's media coverage for the leadership team.