From New Delhi, India, with over four years of experience in advertising– my pursuit for creating meaningful work brought me to Richmond, VA. Currently, a second year Master's Candidate at the VCU Brandcenter specializing in Creative Brand Management.

 

I love solving puzzles. I look for creative solutions for business problems.

I got to work on a lot of food brands during my Brandcenter projects– from packaged food brands to food retail experiences and even technology. 

Playing brings people together. Creating work that brings alive the essence of play can bridge many wide gaps in the world.

A simple emotion, though hard to find. Creating brands which people love, doing work that people love, is what drives me.

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Product Innovation Idea: Google Extension

People are always looking up the weather. People are always looking for something new to eat. Using real time search data, we integrated the two top searches and created a new way to look at food and weather data relationships.

Details

 
 
Weather app which tells you what food is popular near you, also any other city in the world. And if you are craving for the same just order from the app.

Weather app which tells you what food is popular near you, also any other city in the world. And if you are craving for the same just order from the app.

Team: Lizzy Hopkinson (CW), Kelly Lockwood Padgett (XD), Jake Broglio (AD), Hector Rivas (AD), Christin Johnson (Strategist) and Surabhi Batra (CBM)

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REVITALIZING FUDDRUCKERS

We were tasked to revitalize a retail environment. Once upon a time, Fuddruckers was an ultimate destination for a kid– from a birthday parties to the celebratory stop-over after every baseball game. Now the iconic restaurant has become yet another gas station chain restaurant. 

 

Fuddruckers has always marketed itself as the worlds greatest hamburger. but with the sudden expansion of burger competition, Fuddruckers can no longer own this conversation.

Details

CATEGORY BACKGROUND

  • Following the recession, restaurants had to reassess all aspects of their business.
  • The category became extremely competitive and brands had to be agile.
  • This gave birth to a new generation of fast casual brands who have upped the ante in terms of dining experience

BUT THERE WAS A BIGGER PROBLEM.

Technology, which is meant to connect us, is simply driving us further apart at home. Once family-safe institutions have pivoted in order to attract millennials. And because a child's behavior is linked to embarrassment, parents are avoiding dining out at all costs.  It would seem as though families have nowhere left to turn.

Technology, which is meant to connect us, is simply driving us further apart at home. Once family-safe institutions have pivoted in order to attract millennials. And because a child's behavior is linked to embarrassment, parents are avoiding dining out at all costs.  It would seem as though families have nowhere left to turn.

Target: Family Through Food

These folks make eating dinner with their family a priority (3x+ a week)

Dual working households that don’t have as much time to cook but still value spending that time together

Who have decent disposable income because we know eating out is expensive

Who have kids aged 1-15

WE FOUND THE SOLUTION IN FUDDRUCKER NOSTALGIA 

“Fuddruckers is an institution, it’s a place I always went as a child.”
“Haven't been since I was a kid. I just remember huge burgers and milkshakes and my parents taking me there. It always felt like a treat.”
“We used to go there for birthdays as a kid. There was one on Broad Street and it had an arcade, pinball, a bunch of entertainment memorabilia so for a little kid it was awesome!”

Takeaway: An institution of childhood, not burgers.

Fuddruckers was founded on crazy. It’s chaos, but it’s also camaraderie. Sure, your family is messy and imperfect. But it’s yours. Each member is different. You all have different interests, but when you fit the puzzle pieces together it makes a beautiful scene. It makes a Fuddruckers. 

You’ll always have a table here. 

Each Fudd has a unique style to him, and that reflects in the the rotating themes. To ensure every family member feels as welcome as he does at home.

Each Fudd has a unique style to him, and that reflects in the the rotating themes. To ensure every family member feels as welcome as he does at home.

Individually themed booths and an interactive table to engage all members with Fudd games and contents, with ordering and paying features, so the table is the heart of the family.

Individually themed booths and an interactive table to engage all members with Fudd games and contents, with ordering and paying features, so the table is the heart of the family.

Team: Eric Anderson (Strategist), Wes Ruff (AD), Andrew Jones (AD), Maddy Baldwin (CW), Matt Waronker (CW) Stanley Hines (XD), and Surabhi Batra(CBM)

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Task: to create a puzzle game.

Strategy: Build a game that brings a strong emotional value to its users.

Details

“When developing a product, think about the users with the most extreme difficulties first. If you solve problems for them, your product will be more valuable to everyone.”
-Kelly O’Keefe

Helping children with ASD (Autism Spectrum Disorder) to learn social and motor skills through a modern scavenger hunt game guided by their parents.

 

We found an opportunity to elevate the traditional 'scavenger hunt' and 'marco polo' experience– Studies have shown, Guided Play Therapy helps in increasing engagement with children on the spectrum.

With the help NFC technology, we would be able to guide kids to the clues through an interactive app. The game would be featuring educational elements not only like basic shapes, colors and numbers for the clues, but also using facial expressions to help children with recognition of emotions.

Team: Rian Chandler-Dovis (CBM) Kate Lane (CBM) and Surabhi Batra (CBM)

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My Capstone Project is for the Virginia Repertory Theatre – a nonprofit, professional theater company and one of the largest performing arts organizations in Central Virginia.

This project is our final independent study for our Masters program. As a CBM student, we need to apply what we have learned in the classroom and apply it to solve real-life business problems faced by a live client. Under the guidance of our esteemed faculty, we present a comprehensive business plan and creative solutions. The business challenge is to increase the representation of the millennial population among the theater-going audience. My objective is to deliver a strategy that makes theater relevant to the millennial generation and to create an engaging experience which brings them back over and over again to Virginia Rep. The final presentation is on April 20th 2017.


I am also the current Brandcenter PING PONG CHAMPION

 
Not power, nor speed, my strength in the game is strategy. 

Not power, nor speed, my strength in the game is strategy. 

 

My Favorite Project

 

We were tasked to create a retail experience for a brand which does not have a physical retail presence.

We chose a controversial brand – PORNHUB.

 

Details

Core Problem: Porn is seen as destructive and dangerous in the public eye. The PornHub brand is not palatable to a mainstream audience.

 
 
 

Public Space vs Private Space Open Vs Repressed

 

People aren’t willing to be open and public about their sexual selves because of the possibility of feeling shamed.

Our goal was to create a space. A space which is balanced, where there are no extremes.

From our research, we understood and we realized that the only way to achieve balance is to release the pressure.

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Opportunity to build a more refined image for the parent brand.

Act on the brand goal to be at “the confluence of sex and technology”.

Team: George Zeigler (CBM), Kate Lane (CBM), Lindsay Wade (CBM) and Surabhi Batra (CBM)

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WORK FROM INDIA

HCL ME Tablets (Saatchi & Saatchi)

Background

Following the worldwide phenomena, PC Tablet sales in India is growing at an exponential rate of 750% (2011-12) with half a million units sold in 2011 alone.

The task for HCL ME Tablets has been much harder, being an emerging brand. Amidst this scenario of fierce competition from established players, HCL ME tablets set out to launch their first real brand communication. 

Objectives

Business Objectives: 25% increase in the revenue of HCL ME tablets in Q2 as compared with Q1 of CY2013.

Marketing Objective: 

Achieve TOM awareness for HCL ME tablets and move the brand amongst top 3 brands on the basis of TOM.

ME stands for individuality and modernity and we want to distinctively position the brand for these values. 

WHAT WE DID

During the campaign, Cricket, Bollywood, Music and Social Media have been our pillars for connecting with the target.

We used digital as a guerilla-marketing tool in order to multiply the magnitude of communications impact. We unfolded this campaign across multiple touch points to position ME tablets as change enablers for Middle India.