Live social copy · Brand systems

Campaign communications

Public copy written for the pace and stakes of the work.

Two campaigns put my writing in public. One went out live from a national festival as it happened. The other set the voice for a Melbourne shopping strip, then handed it to an agency to run. Both needed the register right before anything shipped.

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. The work ran from the build-up through the Prime Minister's inauguration and two weeks of daily colour from the ground.

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 covering the Tamil Nadu Governor flagging off the first batch of Chennai students — **Countdown**The Tamil Nadu Governor flags off the first batch of Chennai students as Phase II is confirmed for 17 to 30 December. Posted 15 December 2023

Open the post announcing the Prime Minister's 5pm inauguration of the festival — **Opening day**The announcement that the Prime Minister would inaugurate the festival at 5pm on 17 December. Posted 17 December 2023

Open the post covering the Ganga student delegation's arrival from Tamil Nadu — **Opening day**The first student delegation, the Ganga group, arrives from Tamil Nadu to a welcome in Varanasi. Posted 17 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 closing-week retrospective post crediting performers, delegates and locals — **Closing week**A look back at the week, crediting the performers, delegates and locals who filled Varanasi. Posted 24 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

Open the campaign's content tracker, showing English raw text beside the finished Tamil with an approval column — **The production tracker**A slice of the production sheet. Raw English source, the Tamil rendered beside it, an approval flag set before any post went live.

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. I walked the strip with two teammates to audit its businesses, then 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.

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.

Nissan

Corporate communications · 2025

The Nissan internship in 2025 was a short corporate communications role. Two pieces are worth naming: the website metadata for the Ariya launch, and the executive presentations that tracked its media coverage. Both were internal, so I can describe them but not show them.