Khushi Lulla

ARC-Net | Applied Research Capability Network

Technical Content Consultant

Tenacious Sales Ltd

AISEO Writer & Strategist 

Buzz Up Marketing 

"How have you managed to stay with the same agency for 25 months?"

Someone asked me this the other day, almost surprised.

When people switch agencies like they change seasons, staying this long seemed unusual to her.

But for me, it was never about just having a job.

I’ve never been the kind of person who hops from project to project, chasing quick wins. 

I believe in long-term growth, the kind that requires patience, consistency, and a deep understanding of what actually moves the needle. 

That’s exactly why I stayed.

Here, I’ve been involved in everything it takes to make a brand differentiate, I’ve

➔ Written over 1150+ LinkedIn content for different clients.

➔ Optimized 20+ LinkedIn profiles for stronger positioning.

➔ Built SOPs to streamline processes and increase efficiency.

➔ Created messaging sequences that generate 10+ leads/month.

Of course, I don’t do it all alone.

Designing? Outreach? 
That’s not my department.

But strategy? Positioning? Writing? 
That’s where I take complete ownership.

I’ve worked across industries most people wouldn’t expect like food, insurance, healthcare, real estate, and even waste management. 

Every industry taught me something new. 
Every project gave me a fresh challenge. 

And through it all, I’ve realized one thing: 

“Great content isn’t just about what you write, it’s about how you make people feel with the right words”

Personal Branding Strategist 

Content Writer

IIDE - The Digital School

Digital Marketing Intern

Prinkit.in

I’ll never be against the idea of working for free.

I did a full-time unpaid internship here at Prinkit.

You might think about all the expenses.
Petrol, time, effort, every single cost adds up. I know.

But do you know what it gave me?

➔ It gave me clarity.
➔ It gave me skills.
➔ It gave me direction.

The people there were incredible.

I wasn’t just working, I was learning.
5 different things in 45 days.

I asked questions, made mistakes, and explored.

And that’s when I knew.
I want to be a writer and a strategist.

This internship shaped my future, 
more than I ever imagined.

I even cracked another internship in a famous performance marketing agency but that didn’t work out and I ended up in Buzz Up Marketing (That's the story for another time)

Social Media Executive 

AIESEC

In this department, 

•I took Interviews of International people.
•I researched various companies.
•I approached prospects.

Junior Manager of Incoming Global Talent

During this short term role,

•I scheduled Interviews & GD rounds.
•I evaluated a Group discussion.
•I made attraction plans.

Organizing Committee of Recruitment Cycle

In this department,

•I was doing University shoutouts.
•Pitched product online & offline.
•I was active in cold calling.
•I took Application talks.

Junior Manager of Outgoing Global Volunteer 

I generated 22k from selling my pre-owned clothes on Instagram, for which I had to -

•Manage orders.
•Design for page.
•Solve various problems.
•Shoot & edit my products.
•Do promotions for growth.
•Interact with potential customers.

Instagram Store

🚨 Good enough isn't good enough anymore.



Because in 2025, if you've to lead, 
you need to exceed beyond expectations.

Also, mediocre work is easily forgotten, isn’t it?

Hey there, I’ll try to cover everything ‘about me’, 
with these 3 questions people ask me all the time:

➔ What do I do?

• I show up consistently.
• I help people to differentiate.
• I work in a personal branding agency.
• I'm a freelancer too, to innovate even more.
• My goal is to help you succeed via content, strategy & storytelling.

➔ How do I go about things?

• I keep my promises.
• I never delay deliverables.
• I build a strategy before execution.
• My best effort is the only effort I bring.
• I’ve a full-time job, so I take up selective projects.

➔ What am I currently obsessed with?

• Writing and strategizing for people.
• I love good results so I got it for myself.
• 1.6M Impression, 17k followers in 294 days.
• My latest obsession is of writing video scripts.
• Going above & beyond to exceed expectations excites me.

Enough about me, please.



🚨 Your competitors are already improving their content and strategy. So, why wait?

Just fill up the form and let’s get started, 
super excited, yay!

Content Strategist

I have no idea how this year flew by. 

It’s December already.

Maybe it’s because when you’re constantly trying to finish everything on your plate, you barely notice the calendar flipping.

Some months were a blur because I was:

• Trying to hit deadlines before they hit me
• Balancing work without letting life fall apart
• Switching between roles like a human toggle button
• Saying yes to opportunities I wasn’t prepared for
 
I was too busy catching up.

If you feel this way, too, it's okay if the year felt like a blur, what matters is that vou kept showing up. 

Just remember: next year, don't just chase goals. Make space for presence too.

P.S. Did this year feel fast or slow to you, and why?

P.P.S. Happy December People! ♡

Some days, I sacrifice my sleep to play a role of Personal Branding Strategist, Ghostwriter, AISEO Writer, and Content Consultant all at once | Ex-AIESEC

Everyone swears by a CTA 
(Call to Action).

But people don’t always want to act,
They just want to gain.

That’s where CTB (Call to Benefit) quietly wins.

Read these examples:

1. CTA: Buy now.
CTB: See how this could save your time.

2. CTA: Read more.
CTB: Learn what most people miss about this.

3. CTA: Follow for updates.
CTB: Stay ahead of everyone still figuring this out.

4. CTA: Download the guide.
CTB: Steal the exact process that actually works.

5. CTA: Book a demo.
CTB: See how this can simplify your next big task.

CTA pushes people to do something.
CTB reminds them why it’s worth doing.

So tell me, which team are you on now, CTA or CTB?

My job is to make your presence feel personal, even when it’s scaled with AI. ➔ Ghostwriter | Content Writer/ Copywriter | Strategist | Ex-AIESEC

If Monday builds your to-do list, Friday should build your perspective.

This week was all over the place.
I had urgent work almost every day.

But you know,
Mondays decide what I have to do.
Fridays show me what I actually did.

For the past 2 weeks, I’ve started using Fridays to look back instead of looking ahead.

Not to review metrics or productivity, 
Just to ask a pretty simple question:

Did I create something I’m proud of?

That’s it.

Try answering this today for yourself, this 5-10 minute activity can make you happier. ✨️

P.S. What are your weekend plans?

Monday: stressed, 0 ideas.
Tuesday: worked late, 0 ideas.
Wednesday: happy, 5 new ideas.
Thursday: didn’t work, 3 new ideas.
Friday: prepared for a call, 2 new ideas.
Saturday: had a really bad day, 0 new ideas.
Sunday: took a break and went out, 6 new ideas.

This is what my last week looked like.

And no matter what I do, I always seem to get my content ideas at night.

Some nights overflow.
Some nights are empty.
Some nights surprise me.

You know, creativity isn’t consistent, it’s rhythmic.

It shows up when your mind is tired,
wandering, or simply quiet.

So instead of forcing ideas, 
I’ve started doing two things:

1/ Capture everything, always, notes, voice memos, even random screenshots sent to myself on WhatsApp.

2/ Respect my creative rhythm, some nights I’ll have ideas, some nights I wont, and that's okay.

The week isn’t about “productive or not.”

It’s about staying open enough to catch the ideas when they come.

P.S. Do you notice your best ideas pop at a particular time too, or am I just a night owl?

Personal branding goes wrong when you cling to old beliefs of “I’m not ready”.

I’ve seen this mindset ruin more potential than lack of talent ever did.

“But I need more knowledge.”
“I’ll start when I’m more confident.”
“I’ll post once things are truly perfect.”
“I don’t have a personal brand story yet.”

Truth is, nobody ever feels ready.
Not even the people you look up to.

Most people aren’t failing because they lack skills.

They’re failing because they’re loyal to an outdated version of themselves.

Letting go of those old beliefs is the real rebrand.

P.S. What’s one belief you’re ready to retire today?

LinkedIn creators are losing leads and money.

I see this every day on the platform.

People post insights.
They build attention.
They get profile visits.

They even have decision-makers checking them out, but the Featured section? Empty.

Or worse, irrelevant.

And that’s where the money LEAKS.

Because if someone is curious enough to click your profile, they’re already warm.

They just need a next step, not another inspirational quote or a random workshop link from last year.

》 Here’s what poor lead capture looks like on LinkedIn:

• No actionable CTA anywhere on the profile
• No/confusing way to book a call or download 
• Featured section with old posts instead of offers
• Content that builds awareness but no path to conversion

》 What strong lead capture looks like:

• A single call-to-action repeated consistently
• A short form or simple booking link
• A nurture system behind it

Fix that, and content stops being an effort,  
it becomes a revenue function.

P.S. Are you getting inbound leads?

Nov 2024: A friend sent me a cheesecake for 13k followers.

Nov 2025: A friend bought me a pastry for 36k followers.

Somewhere between cheesecake and pastry, 
I learned a brutally funny truth:

Nobody cares about your follower count (even if you've got 176.92% growth in a year)

And honestly, I love it.

Because that’s when you realize:

Followers don’t automatically mean fame.
Numbers don’t automatically mean influence.

If you’re doing something just to be celebrated, 
you’ll quit.

If you’re doing it because you want to, 
even a pastry is enough.

P.S. Do you celebrate your follower milestones? ✨️

P.P.S. Happy Sunday! 💙

Your LinkedIn headline has ONE job: 

Make people curious enough to click, 
and clear enough to understand what you do.

Most people get stuck choosing only one.

Either it’s too vague and poetic,
or too boring and job-title heavy.

A strong headline balances both.

Curiosity gets the click.
Clarity converts the click.

Because when you comment on other posts,
people only see the few words of your headline.

If those few words spark curiosity,
you win visibility.

If the rest clearly states what you do, 
you win a follow or maybe a lead.

That’s the real formula:
Curiosity → Clarity → Credibility

P.S. What type of LinkedIn headline do you hate?

P.P.S. I changed my headline 2 days ago at 3 a.m., I just wrote the truth, how is it? XD

A founder announcing a funding round can use a confident, simple, honest tone of voice every single time.

But the tonality won’t be the same.

It will shift with the moment and,
the emotion behind it.

When speaking about the win 
→ She'll sound excited.

When thanking investors 
→ She'll sound grateful/grounded.

When speaking to the team 
→ She'll sound serious and responsible.

The words might not change.
But the way they feel absolutely does.

That’s the difference most people miss.

Tone of voice is your identity, the consistent personality people recognize.

Tonality is the emotional delivery, the energy you choose every time you communicate.

Content doesn’t lack depth because the vocabulary is weak.

It lacks depth because the emotion behind the message is missing.

So, don’t just ask “What should I write?”
Start asking “How should this feel when someone reads it?”

That's how you improve your writing skills.

P.S. How is this week treating you?

The hardest part of creativity isn’t creating.

It’s slowing down enough to listen to your own ideas.

We scroll so much, we don’t even hear our thoughts anymore.

It’s strange how easy it is to consume creativity and how hard it is to connect with it.

We keep searching for inspiration, forgetting that our best ideas don’t come from what we see, they come from what we notice, feel, and pause to process.

But that pause rarely happens now.
We move too fast. Create too fast. Post too fast.

Maybe the real creative breakthrough isn’t about doing more.

It’s about giving your own thoughts the space to get louder than everyone else’s.

So, the next time you’re out of ideas, stop searching for one.

You’ll be surprised how loud your mind gets when the world goes silent.

P.S. Speaking of creativity, we’re #hiring a Graphic Designer at Buzz Up Marketing 

📍 Preferably Vadodara-based (but remote is fine if you can work 10 to 7)

✨ 1–2 years of experience, or freshers with a strong portfolio.

Reach out at team.buzzup@gmail.com.

There are 16.7 million colors to choose from.

And even more fonts waiting to be picked.

But somehow, LinkedIn profiles still end up looking random.

The profile looks different every week.

One post in dark blue,
next in subtle earthy brown,
then a carousel in bright purple,
and a banner that doesn’t match any of it.

It’s not a design problem.
It’s a recall problem.

When your visual identity keeps changing:

- People don’t remember you
- You blend into the feed noise
- You lose scroll-stopping familiarity
- Your trust-building resets every time
- The audience feels no connection with your content

On LinkedIn, consistency is currency.
And visual identity is a cheat code most ignore.

PS: What are the colors of your LinkedIn profile?

I didn’t count, but I think I read at least 25 apology letters yesterday.

If you’ve missed it, brands are writing “apology letters” to their audiences.

Not for a mistake, 
But as a creative trend.

Apologising for the very thing they’re famous for like:

Sorry for making your skin glow.
Sorry for making hunger disappear.
Sorry for ruining other options for you.

And honestly? I loved it.

Because creativity isn’t always about doing something new.

It’s about doing something clever for your brand.

Taking a basic format, like an apology, and flipping it so hard that people stop scrolling.

That’s the kind of creativity that doesn’t just trend. It stays in your mind.

P.S. What would you take apology for as a LinkedIn content creator?

P.P.S. Which brand's apology is your favourite?

It's the end of the month and I'm scared.

If you've followed me for a while, 
you know what that means.

It's time to count what I earned, 
spent, invested, and saved.

But this time, I already know:

• I earned less (I lost two clients)  
• I spent more (travel + all those irresistible sale notifications)  

But this isn’t new.

It happens.  
To me. To you.  
To most of us.

What’s different is: I track it. Religiously.

I’ve seen friends making good amount of money, but not knowing where their money goes.  

And honestly, that scares me more.

You can’t grow what you don’t track.  
You can’t save what you don’t measure.  

And you definitely can’t earn more if you’re not mindful with what you already have.

So no matter how good or bad the month went, face the numbers.  

You don’t need to be perfect.
You just need to be aware.

Do you check your finances?

If not, you should! 
It’s the weekend, perfect time to start.

It may sound crazy but LinkedIn is a memory game.

You don’t lose opportunities because people never saw you.

You lose them because they don’t remember you when the moment matters.

And the brain is unfair that way.

We remember:

• Faces before credibility points
• Patterns before promises
• Stories before services
• Feelings before facts

You might get discovered today.

But you get chosen only when someone thinks, 
“This reminds me of her.”

That’s why:

If people can’t describe you in one sentence without checking your profile, you’re visible, but forgettable.

And on LinkedIn, forgettable is expensive.

P.S. What do you think? Is LinkedIn a memory game?

‘Write for the audience, not for yourself’ is the worst advice I ever followed.

Writing ONLY for the audience is just another way to lose yourself.

You chase trends that lead nowhere.
You dilute your voice to fit in.
You become forgettable.

So, it's okay to not always write for your audience, because you can -

Write for yourself first, then make it relevant for your audience.

So if you’ve been told to write what  the audience likes, not for yourself,

Just think that the audience doesn’t need another content machine. 

They need a voice worth following.
Make sure your voice is that.

P.S. What do you think? Should we always write for the audience?

Viral this! Viral that!

But nobody talks about why new creators can’t even stay consistent for 2–3 months.

It’s not lack of talent.
It’s not lack of new ideas.
It’s not even lack of time.

It’s the heartbreak of not being seen.

You show up for days, write your heart out,
Post at 9 AM like every expert said,
And still nothing happens.

No likes.
No comments.
No proof that anyone is reading.

And that silence feels louder than criticism.

Most people don’t quit because they’re lazy, 
They quit because they think they’re talking to an empty room.

But the truth is, nobody is watching you in the beginning because they don’t know you exist yet.

You’re not being ignored,
You’re just not discovered yet.

It takes consistency to earn trust.
It takes time to earn attention.
It takes depth to earn loyalty.

The creators who win aren’t the fastest to go viral. They’re the slowest to give up.

Keep stacking silent days.
Keep writing when nobody claps.
Keep posting when it feels pointless.

One day, the room won’t be empty anymore. 💙

P.S. How long have you been creating content right now?

I had a really bad day yesterday.

Like the kind where nothing feels okay, 
even when you know it’ll be.

If you know me, you know I’m the kind of person who can cry on anything and everything.

And I did. For most of the day.

Sat with my thoughts, 
tried to work, failed miserably.

But by evening, two of my friends dragged me out of my house.

They took me for an aimless drive,
listened to my rants, cracked lame jokes,
bought me my favourite dosa, then ice cream,
and didn’t drop me home till I was laughing again.

If you have people like that, 
keep them close. Prioritize them.

No career milestone compares to that kind of comfort.

P.S. How do you deal with bad days?

P.P.S. I hope you have a good day today! 💙

Thank you, Dhruv, for mentioning me so generously.

Going through your old projects felt like opening a time capsule of someone who’s been operating ahead of the curve without ever announcing it.

And honestly, working with you has pushed me to understand things I’ve never even heard of.

Super proud of what you’ve built.
Super proud of what you’re building now.
And even more excited about everything we’re about to put into words over the next few months.

Can’t wait to help you write more and tell these stories better :)

Principal Investigator at Zetesis Lab (AI and Robotics Tech Park, IISc) | Founder and CSO, ARCNet

Over the last few weeks, Khushi Lulla (who’s helping me with my branding) and some old friends have been helping me dig up my college work.

I’d been involved in dozens of projects back then, most of them are from the summer of 2024.

Robots running on SNNs, neurosymbolic AI before it became cool, drones under $20 with custom electronics, a tool to auto-formalize and select premises for math proofs in LEAN4, and even an “neuroscientist agent” that could use tools via cloud and do grad level homework.

Around December 2023, I was supposed to do what everyone around me was doing – go abroad for a summer internship. I’d been accepted at Vanderbilt and Harvard for robotics in neurosurgery projects. 

On paper, it sounded great. In reality, it was a force-fit. I had tangential experience in neuroscience and hobby robotics, but I had developed specific interest in surgical robotics only after I saw the project posting after all, even if my SOP claimed otherwise. 

That’s when my longtime mentor Prof. Bharadwaj Amrutur at the Indian Institute of Science (IISc) did something very unorthodox - 

 > he backed me, not a predefined role.

He gave me ~$10,000 in funding and one instruction - pursue your interests, build something from scratch.

With the help of ARTPARK and the IEEE IISc Student Branch, that decision turned into a summer research camp called the JRD Tata Innovation Support Center, housed right in the JRD Tata Memorial Library at IISc.

Over 50 people participated. 20+ projects came out of that summer (I was, of course, involved in only some of them).

The model was simple 

I “invested” in certain peers after interviews via their IEEE student body, and then worked with them to take ideas from 0 to 1, across

a) Fundamental research (like characterizing SNNs for online training in high DOF robotics)
b) Entrepreneurial projects (like a Google Maps plugin which can estimate your EV battery consumption before you start, based on traffic and SOH - for those with battery anxiety)
c) Competitive R&D, like a digital twin architecture for surgical robotics for DRDO

All of this started in an out-of-use WiFi room on campus, with the same people you’ll see on the post below.

If you’re curious about what came out of that experiment, do follow the newly created JRD Tata Innovation Support Center page, my team will be sharing some of the best work there over the next 30 days.

I am sharing this here as I am interested in having conversations with 
> entrepreneurs who want to build on some of these capabilities, or
> people who want to help run this kind of program again, bigger and better.

You can reach me at dhruvgupta@iisc.ac.in

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