The pop-up at Broadway, Pune
Led marketing and on-ground execution for the launch, coordinating vendors and building activations.
₹70,000in offline sales over three days
chapter VII of VII
The Loud World
I am not a social media marketer. I am a Brand and Creative Strategist who helps lifestyle and consumer brands turn products into stories, campaigns into participation and audiences into communities.
- Falguni
the case · Hello December · Bandra, Mumbai
A launch announcement got 841,000+ views in three days. The funny part? I never actually announced anything.
Launch Hello December's first Mumbai store while building anticipation and engagement before revealing the location.
As marketers, we're often told to reveal, explain, and communicate. I wanted to do the opposite. I wanted people to become curious enough to do the work themselves.
I wasn't interested in posting a graphic saying "We're now at Broadway." That's information. Not storytelling. So I started with a question: what if a location reveal felt like a city-wide puzzle?
Murals
The first clue came from Bandra's iconic murals. Not because they were trending. Because they already belonged to the city's visual culture.
Cats
If the city was going to talk, it needed characters. So I created a cast of cats wearing custom Hello December bells and turned them into unofficial gossip reporters. One clue at a time. One location at a time.
Kaali-Peeli
I saw a trend everyone was recreating and asked myself: what would this look like if Mumbai and Hello December had a child? The taxi carried the story forward while quietly embedding the city's identity into the campaign.
Map
And finally, when people had collected enough clues, I introduced a custom map. Not to reveal the answer. To reward the people who had been paying attention all along.
Broadway
People started guessing. Then they started debating. Then they started waiting. And that's when I knew the campaign had moved beyond content. It had become participation.
No giveaways. No shock-value tactics. No big-reveal budget.
1.7Mviews, and still gaining slowly
841,070 of them landed in the first three days, alongside
- 459,830 accounts reached
- 15,000+ shares
- 12,687 profile visits
- 9,600+ saves
- 455 new followers
But the number I'm most proud of isn't on the insights page. It's the number of people who genuinely felt like they had solved the mystery themselves.
People don't fall in love with being told. They fall in love with discovering.
- Falguni
and then, without being asked
- Sonam Kapoor followed the page.
- Cosmopolitan India put a Hello December cushion in its Galentine's edit.13 February 2026
- Hundreds of brands made their own version of it, and wrote asking how it was done.
the same eye, pointed at someone else's work
Was Zakir Khan's Papa Yaar set telling a story before he even spoke?
While everyone was talking about the storytelling, I found myself looking at the set. The more I observed it, the more it felt like a visual autobiography. The arches reminded me of old homes and childhood. The geometric forms resembled the city, ambition and adulthood. The staircase became a metaphor for transition.
Whether or not that was the designer's exact intention isn't the point. Great design invites interpretation.
Audiences don't just connect with what you notice. They connect with how you notice.
Set by Aaquib Wani
The rest of the loud world
The paid account
Directed creative strategy for Meta ad campaigns on a ₹17K+ monthly spend, and wrote what went in them.
4-7xROAS, peaking at 14x · ₹1.2L+ attributed in the first month
The studio, built in-house
Built and ran the whole content system alone, from shoot planning to final edit, and cut the agency out of it.
4 daysturnaround, down from three weeks · ~₹3L/month saved in outsourcing
The ledger
Brand Communication Lead
Hello December
2025 to now
Campaign strategy, art direction, all brand copy, paid creative, and the Broadway Pune launch. Also sourcing, vendor negotiation and sales, because early-stage brands do not have edges.
Art Educator & Creative Director
Art Storm, my own studio
2018 to now
Built and scaled an independent art education practice to 100+ students a year at 95% retention, teaching charcoal, acrylic, mixed media and colour theory as therapy as much as technique.
Center Manager
BRDS
2025
Ran operations across educational centers and led faculty and staff.
Head Content Associate, Creative Strategy
Manetain
2023-2024
100+ pieces of visual content a month for fashion and lifestyle brands, and a 50% lift in engagement out of it. The product photographs in this chapter come from that work.
Fashion Design Faculty
INSD Deccan, Pune
2023
Fashion history, trend forecasting and design technique, to undergraduates and postgraduates. 98% student satisfaction.
Assistant Stylist, Events
Filmfare · London Fashion Week
2017-2019
Celebrity shoots and red carpets. Wardrobe coordination on high-budget productions, alongside photographers and makeup artists.
credentials
- Professional Diploma in Fashion StylingNIFT Mumbai · 2019-2020
- Bachelor of DesignVirtual Voyage College of Design · 2016-2020
what I work with
Adobe Creative Suite · Canva · CapCut · InShot · Google Gemini (Photo and Veo 3) · OpenAI (ChatGPT, DALL·E, Sora) · social analytics · video editing · photography
