Anand Dubey

• 2 million+ — Views

Delhivery, India’s largest logistics company, needed a Republic Day video that would cut through the noise of generic topical content.

The challenge: Making a B2B logistics brand feel personal and patriotic—without paid promotion—while earning emotional resonance with millions, not just posting another holiday greeting.

The creative insight was to tie India’s geographic and cultural diversity directly to Delhivery’s rider network. Rather than a standard montage, I scripted a narrative anchored in the real experiences of riders navigating India’s highways, lanes, and unfamiliar turns—from salt flats to tea gardens, deserts to cities. This grounded the Republic Day theme in Delhivery’s actual operations, making the patriotism feel earned rather than borrowed.

The film crossed 6 million views within 24 hours of publishing, driven almost entirely by organic distribution. I demonstrated that even a logistics brand can own a cultural moment when the narrative is authentic.

Hero MotoCorp was launching India’s first high-power maxi-scooter, the Xoom 160, into a market that saw scooters as city commuters—not adventure vehicles.

The challenge: Breaking the perception that only motorcycles can handle tough terrain and creating a new category in the Indian 2-wheeler market without an existing audience.

I built the campaign around one audacious proof point—riding the Xoom 160 across 32 high-altitude Himalayan passes in a week, covering 2,300 km and climbing 4x the height of Mount Everest. Rather than spec-sheet advertising, we designed a narrative that let the scooter’s performance speak through an extreme real-world challenge.

Documented as a brand film, positioning Xoom 160 as a scooter with “the heart of a bike” registered with the Indian Book of Records as a verifiable, shareable anchor.

I set a national record (registering in the Indian Book of Records)—generating earned media buzz and successfully launching the Maxi-Scooter category for Hero MotoCorp—shifting the scooter narrative from city commuting to adventure capability.

• 60% — Increase in Brand Searches
• 45% — Boost in Customer Retention

Azah, a D2C feminine care brand, was stuck in the clinical hygiene space—competing on rash-free claims alongside every other pad brand. They needed to reposition as a premium self-care brand to unlock category expansion and higher retention, while standing out in a market where every competitor used the same tropes of women conquering marathons on their periods.

I led a multiphase repositioning—from the “100% Rash-free Promise” campaign with a money-back guarantee to a full brand language overhaul.

I subverted tired period-ad tropes by showing women in simple, carefree moments—feeling like a queen, period days or not. I combined storytelling-driven ad films, influencer partnerships, user testimonials, and a product launch campaign for the Disposable Period Panty with free sampling on quick commerce and creator collaborations.

Every touchpoint moved Azah from a hygiene brand to a self-care brand.

I increased brand searches by 65% and customer retention by 40% within a year. I successfully shifted brand positioning from clinical hygiene to premium self-care, enabling category expansion into new product lines.

• 300,000+ — Organic Views

Azah needed social content that could drive reach and engagement without a product push. Period poverty is a sensitive topic that most D2C brands avoid because it is hard to make shareable without being preachy. The brand had no prior content framework for awareness-first reels.

I partnered with the MySalt app for a collaborative reel on the financial impact of periods on women. I wrote the copy, storyboarded the narrative, and worked with an animator to produce the final piece. I framed period poverty through a finance lens to make it relevant to MySalt’s audience while keeping it on-brand for Azah. No product placement. No CTA. Pure value-first content.

The reel crossed 300,000+ organic views with no paid spend, proving that awareness-first content on sensitive topics can outperform product-led posts in terms of reach and engagement when the framing is right.

• $400,000 — Spend
• 4-6% — Click-through Rate (CTR)

A D2C eCommerce brand needed to scale paid acquisition across Meta, TikTok, and Snapchat in the US market while reducing CAC. Creative fatigue was high with 746 ad sets in rotation. First-purchase economics were tight, so conversion to premium membership had to carry the unit economics.

I managed full-funnel paid media across Meta, TikTok, Snapchat, and Google. I built and tested creative at volume—UGC-style video ads, headline variations, and audience splits. I ran continuous CRO on the landing page to improve post-click conversion and maintained 4-6% CTR across campaigns while scaling spend to $386,000 per month.

Total sales grew 134% to $540,000, and NCPA decreased by 16% to $24.50. Around 30% of first buyers converted to premium membership, making the unit economics profitable at scale. CTR also held at 4-6% despite aggressive creative rotation.

• 6-8% — Unique Link Clicks to The Product Landing Page in 3 Months

DailyObjects needed BoFu creative for the Loop Powerbank launch that could drive clicks and conversions on Meta without relying on generic product shots. The IG page also needed organic content that showcased the product without feeling like a hard sell. Standard feature-led ads were not cutting through in a saturated accessories market.

The Meta ad held a 6-8% CTR over 4 months, 3-4x the platform average for D2C accessories. The IG post drove organic engagement and product recall without paid spend. Two low-production meme-first assets outperformed what a traditional studio shoot would have delivered at a fraction of the cost.

Meta ad held 6-8% CTR over 4 months, 3-4x the platform average for D2C accessories, the IG post drove organic engagement without paid spend, and 2 meme-first assets outperformed traditional studio creative at a fraction of the cost.

• #1 — SERP Ranking in “Rash-free Pads”
• Top 10 — SERP Ranking in “Organic Pads”

Azah had zero organic search visibility. The site was not ranking for any high-intent period care keywords. No blog content, no FAQ structure, no schema markup. Product pages were not indexed properly. In a category where discovery starts with search, the brand was entirely dependent on paid channels for traffic.

I built the SEO foundation from scratch. I wrote blog content targeting high-intent keywords in the organic/natural pad category and added keyword-rich FAQs to all page footers. I implemented schema markup and fixed site navigation and indexing issues. I focused on category terms like “organic pads” and “rash-free pads” where purchase intent is highest.

“Rash-free pads” ranked #1 in organic searches while “organic pads” appeared in the top 10. Branded search interest grew 2-3x over the period, as shown on Google Trends. SEO became a compounding acquisition channel, reducing dependence on paid media.

• 18% — Conversion Rate (CVR) on The Landing Page
• 6-7% — Unique Clicks on Meta

Vetrinex Labs needed a high-converting paid ad for their joint supplement that could build trust fast in a skeptical pet health market. The brand had strong influencer testimonial content but no direct-response ad creative. Generic product-first ads were not converting at the BoFu stage.

I repurposed an existing influencer’s video testimonial into a 5-slide static carousel ad for Meta. I pulled real quotes and recovery photos to build a narrative arc: injury, struggle, discovery, transformation, and social proof. Each slide moved the viewer closer to the CTA. I also paired the carousel with landing page copy drawn from the same testimonial for message match.

Carousel ad hit 6-7% CTR and 18% landing page CVR. Testimonial-to-ad repurposing delivered direct response results without new content production costs. The message match between ad and landing page drove conversions well above D2C benchmarks.

• 6+ Million — Views in 24 Hours

Delhivery, India’s largest logistics company, needed a Republic Day video that would cut through the noise of generic topical content.

The challenge: Making a B2B logistics brand feel personal and patriotic—without paid promotion—while earning emotional resonance with millions, not just posting another holiday greeting.

The creative insight was to tie India’s geographic and cultural diversity directly to Delhivery’s rider network. Rather than a standard montage, I scripted a narrative anchored in the real experiences of riders navigating India’s highways, lanes, and unfamiliar turns—from salt flats to tea gardens, deserts to cities. This grounded the Republic Day theme in Delhivery’s actual operations, making the patriotism feel earned rather than borrowed.

The film crossed 6 million views within 24 hours of publishing, driven almost entirely by organic distribution. I demonstrated that even a logistics brand can own a cultural moment when the narrative is authentic.

• 600,000+ — Views in 24 Hours

4Play, an adventure sports production agency, wanted to stand out on Children’s Day—a space flooded with generic, sentimental content.

The brief: Amplify brand presence among sports enthusiasts and athletes while making a meaningful statement about outdoor play’s role in learning and development, without it feeling like a public service announcement.

I scripted a video featuring adventure sports athletes in their element—rafting, paragliding, snowboarding, and biking through nature’s playground. Instead of the usual classroom nostalgia that dominates Children’s Day content, we flipped the narrative: Real learning happens beyond textbooks through challenges faced outdoors.

The storytelling was authentic to 4Play’s DNA—no actors, no staged moment—just athletes excelling in their craft with a script that connected the dots between play, nature, and growth.

The video crossed 600,000+ views, was featured by Sportswallah, received national sports media coverage, and drove significant social engagement—proving that authentic storytelling outperforms polished, generic topical content.

Hero MotoCorp needed digital-first speculative ads for the new Destini 125 that could showcase individual product features—such as spacious floorboard and navigation display—while staying cohesive under their “Hero ka Scooter, Scooter ka Hero” campaign.

The catch: Each film had to land a single feature in just 20 seconds without feeling like a spec sheet.

I scripted a series of nine short-form, 20-second speculative ad films, each built around one hero feature of the Destini 125. Rather than cramming multiple selling points into a single ad, we isolated each feature and wrapped it in a relatable, slice-of-life scenario—making the benefit immediately tangible.

The series format kept audiences engaged across multiple touchpoints on digital platforms while maintaining a consistent tone and visual language tied to the broader campaign identity.

I delivered a 9-film ad series for Hero MotoCorp’s digital platforms, giving the Destini 125 launch sustained content momentum across touchpoints—each film driving home a single product benefit with clarity and recall.

• 100,000 — Footfall

Lulu Mall Lucknow needed a pre-launch campaign catchphrase and a B2B print ad for the India Fashion Forum 2022 yearbook. The ad had to signal to the retail industry that North India’s biggest mall was ready to open. Past launches used localized wordplay (Bengalulu for Bangalore), but nothing existed for Lucknow yet.

I coined the launch catchphrase “Lajawab Lucknow, Lajawab Lulu,” rooted in the local Lucknowi language and Nawabi culture. I wrote the ad copy and headline “Lucknow’s Gateway to Indulgence”, briefed the designer on layout, highlighting unique selling propositions: 200,000+ square-foot hypermarket, 200+ brands, 65,000+ square-foot entertainment zone, and an 11-screen PVR Superplex. Delivered within specs for the IFF yearbook print deadline.

The ad ran in the IFF 2022 yearbook, reaching India’s top fashion retail decision-makers. The mall launched in July 2022 to 100,000 visitors on day 1 and now averages 80,000+ daily footfall, the highest in Lulu’s India portfolio.

• 30% — Increase in Donations and Fundrising
• 2 — Years of Documented Field Impact (BMGF Partnership)
• 1 — Documentary Produced on Maternal Health in Bihar

The Bihar Technical Support Program had a measurable impact on maternal and child health outcomes but lacked a compelling narrative to show funders, government partners, or volunteers. Raw government data existed. Ground-level stories did not. CARE needed content that could attract investment and sustain the program’s momentum.

• Conducted on-ground interviews with frontline health workers, nurses, and community women across Bihar.
• Combined field testimony with government health data to build an evidence-backed narrative.
• Scripted the documentary in collaboration with IIPH Gandhinagar physicians to ensure medical accuracy.
• Kept the human story at the center: the women health workers who drove institutional deliveries and vaccination uptake, not just the systems behind them.
• Produced C4Change’s team intro video to establish the communications unit’s identity to stakeholders.

We captured BMGF-funded program outcomes for funder reporting and stakeholder engagement. Content was used to secure continued expert partnerships and government alignment. Program work was placed on Devex, reaching a global development audience.

• **150% ** — Instagram Follower Growth (28,000 to 70,000)
• **65% ** — Increase in Brand Search Volume (Google Over 3 Months)
• **40% ** — Improvement in Customer Retention

Azah was positioned as a functional feminine hygiene brand in a commoditized category. Organic reach was flat. The brand had no distinct voice, no content engine, and no reason for women to follow it beyond transactional product need. Instagram sat at 28,000 with low engagement and no clear community.

• Repositioned Azah from a hygiene product to a self-care brand.
• Wrote the tagline “Made with love, not chemicals.”
• Built a content engine around the young urban woman who treats period care as self-care, not a necessity.
• Ran consistent Instagram content across education, community, and brand storytelling.
• Sourced nano creators in women’s health and wellness for product seeding.
• Directed photoshoots aligned to the new brand identity.
• Ran influencer campaigns with micro and macro creators in parenting and wellness verticals.

Instagram grew from 28,000 to 70,000. Brand searches lifted 65%. Customer retention improved 40% post-repositioning. The brand scaled ($1 million to $7.2 million in ARR). Shopify’s revenue share rose from under 7% to 35% of total revenue.

Vetrinex Labs, a US pet health brand for dog owners 55+, had no paid acquisition function. Early Meta campaigns targeted healthy dogs with prevention messaging: supplements before problems start. Spending went out, conversions did not follow. The audience was already watching their dog struggle, not thinking about future risk.

I pivoted my targeting from healthy dogs to dogs already showing joint issues, stiffness, and slowing down on walks, and rebuilt Meta creative around relief rather than prevention. I built a quiz funnel to qualify leads, ran weekly A/B sprints on hooks and landing pages using MINT CRO, and backed it with email nurture at 32% open rate and 8.3% CTR.

The relief-framed pivot outperformed prevention decisively. $43,000 in Meta spend generated $243,000 in attributed revenue at 5.6x ROAS, with $300,000 full-funnel revenue at 6.8x ROAS.