Writing, events, campaigns and collateral from over a decade in communications
Showing all work.
CRY's first #ItsAGirlThing, on National Girl Child Day: a national virtual panel, for children and by children. Girls from CRY projects shared the stage with film critic Sucharita Tyagi, RJ Malishka, RPG Foundation's Radha Goenka and gender-rights expert Sutapa Sanyal, moderated by a sixteen-year-old student. I conceived the format, wrote the script in English and Hindi, curated the panel and ran the event end to end. Hundreds of schools registered; the audience rated it 9.2 out of 10.
A non-ask donor booklet written during the pandemic: a way for donors to see how their giving changed lives on the ground. Stories included a community organiser carrying relief materials five kilometres on foot, a fourteen-year-old who stopped her own child marriage, twenty-eight girls who made 750 masks for their community. Sent to CRY's national donor base during lockdown.
A guide encouraging donors to include CRY in their wills — six types of legacy gifts, an eight-step will-writing guide, legal bequest language and donor testimonials. It anchored CRY's first dedicated legacy giving programme.
A training deck for CRY's field workers and project partners across India — people capturing stories on the ground with smartphones. Lighting, framing, focus, sound, subtitles, consent.
A three-month national campaign rallying public support for every child's right to a happy childhood — AR filters, brand partnerships with Nykaa and Metro Shoes, celebrity support from Virat Kohli and Vikas Khanna, flash mobs, gigs and national radio. Part of campaign work that reached 4.3 crore people.
A campaign on why girls completing secondary education matters — to them, and to the country's growth. Driven through national radio partnerships and CRY's digital ecosystem.
Design and branding guidelines for DPF 2022 — the visual system for one of Indian philanthropy's flagship convenings.
A brochure for CRY's high-net-worth donors — the case for the cause, made carefully.
Scripts and marketing for 101 India's original IP capturing the voices of transwomen at Koovagam, Asia's largest transgender festival. Part of a content slate that crossed 15 million views.
A relay announcement for the Bacardi NH7 Weekender 2016 lineup, built on Facebook Live before it was a mainstream marketing tool. The video passed from one artist's page to the next, unfolding the bill through the day — each act announcing itself to its own audience, turning what is usually a single post into a day-long event.
Video scripts on how the pandemic affected children's healthcare, and content for International Daughters' Day.
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