Creative Strategy in a Hyper-Competitive Market
During a period of intense competition and rapid growth in India's food delivery sector, my role as Creative Head for Foodpanda (a Delivery Hero brand) was to establish a strong brand identity and capture market share. I led a 10+ person design team tasked with a crucial dual objective: launching large-scale brand campaigns to build recognition while continouslously optimizing the digital user experience to drive engagement in a fast-evolving market.
Establishing a Memorable Brand Presence
In a crowded marketplace, the primary goal was to create a distinct and memorable brand voice that would resonate with a nationwide audience. This required a 360° marketing approach to cut through the noise.
Actions & Impact:
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Integrated Campaign Direction: Led the creative strategy for all major Above-the-Line (ATL) and Below-the-Line (BTL) advertising campaigns. This involved directing concepts for TV commercials, print ads, and high-visibility outdoor billboards designed for immediate impact.
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Building Brand Recall: During this high-growth phase, these integrated campaigns were effective in capturing consumer attention, contributing to a 20% uplift in brand recall in key target markets.
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Optimising the Digital Experience
for Engagement
With millions of users on the platform, refining the digital experience was essential for converting brand awareness into active use. The strategy was to use data to inform creative decisions and improve performance.
Actions & Impact:
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Consistent Brand Identity: Managed the brand’s visual identity across all digital platforms—including the mobile app, website, and social media—to ensure a cohesive and intuitive user journey.
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Data-Informed Creative: Implemented A/B testing and data analytics for digital creative assets. This iterative process of testing and analysis was key to improving campaign engagement rates by an average of 18%.
Print - Newspaper Full Pages
App Launch Screens
