MAX Count Your Blessings

Max India wanted to tell its fans that happiness can be both big and small. It wanted to tell its fans that happiness is something to be treasured. To convey to their fans how beautiful life is, we created an innovative and heart-felt video which leveraged the power of Facebook to tell a wonderful story.

The Facebook Connect video was made live in October 2013. It pulled out all the best events and personal information from a user’s timeline and integrated them into the video. Users saw how they were blessed with family and friends, how they had a great time at college and much more. The app was very popular right off the bat and was enjoyed and both fans and others users alike.

I was deeply involved in the conception, copy and execution of the project. This was one of the great examples of how copy, design and servicing can come together to take a project form good to awesome.

Here are a few images from the video.

Max CYB 1



Max CYB 3



Max CYB 4



Max CYB 5

See it for yourself!


Long-Hand 2.0

Here’s my entry for the very popular long copy competition; Long-Hand 2.0.

I chose to write on the “BAG: Books are Great” Brief. The objective of the brief was to get parents to encourage their children to start reading books.

So here’s what i wrote:



The Brief

Budweiser wanted a creative engagement platform through which it could interact with its fans and reward them for their loyalty towards the brand. It wanted to increase participation and traffic on its Facebook page. But just any run-of-the-mill contest was not going to do.

The Solution

The idea was to make this interaction interesting so that people would come and share their ‘Great Times’ with friends and ‘Epic Party Moments’ and earn rewards for it!

We created BudStation, an innovative contest that gamified sharing by introducing a competitive point system, a leader-board and even badges. The app played on the themes of epic celebrations and anticipation.






To address the challenge of getting people to stay active on the platform and keep participating, a mechanism of constant rewards and achievements was instituted into the app.

Even if someone won a prize, the rest of the participants still had a lot to keep playing for. Everyone had an even chance of winning the grand give-away, a trip to Las Vegas.

Great times were also shared on the go with the BudStation Mobile Site.

The BudStation WAP Site

The BudStation WAP Site

So although this concept had already been explored by Webchutney in the past, I was intimately involved in re-jigging and fleshing out the concept and bringing it to it’s final avatar. Later, under the guidance of my very helpful and epic seniors at Chutney, I handled copy, ideation and social media for the project.

The Results

Through the course of the campaign, the app received 10166 entries, 15000 page visits and 100000 page views. Engagement went up, fans poured in and Budweiser came to be firmly associated with “great times.”

Here’s the BudStation Case Study Video by Webchutney

Sansui Cricket ke Dushman

This was my first campaign will always have a special place in my heart. I had just joined Webchutney, a dreamy eyed Copy Trainee looking to learn the ropes and make a mark in an exciting new medium.

It was April 2012 and the 5th season of the Indian Premier League was about to begin. Sansui came to us with a simple brief, to leverage IPL fever to promote their range of consumer electronic products through a funny and endearing digital campaign.

We set out to identify the enemies of cricket. We exposed the


The hero of the campaign was the unassuming cartoon character Saajan, who symbolized the passionate yet unfortunate cricket maniac.

The campaign followed Saajan’s misadventures on Sansui India’s Facebook page ( through comic strips as he dealt with the “Cricket Ke Dushmans” in his life and tried to catch the IPL on his Sansui T.V.

Under the wonderful guidance of my seniors;

I collaborated with my friend and fellow Copy Intern Sonali Mushahary to conceptualise and flesh out Saajan and the “Cricket ke Dushmans.”





Hunkered down to script the comic shorts.





And even wrote a spoof of the famous song “Tayyab Ali Pyar ka Dushman” to give it a Cricket ke Dushman twist. The song was recorded and uploaded on Sansui India’s Youtube channel and cross promoted on Facebook.

The campaign delivered in spades as fans and engagement on Sansui India’s page reached new highs. And me, I got my first taste of digital advertising, and indeed, of Webchutney.