Code Brew Labs

- From brainstorming to execution of Branding campaigns across social media, resulting in a 20% increase in overall engagement and a 15% growth in Lead generation.

- Implemented strategic PR activities with industry experts, leading to a 30% increase in brand awareness and a 25% uptick in website traffic. 

- Achieved significant organic growth on LinkedIn by increasing followers from 40k to 46k+ in just 20 days.

- Secured successful PR initiatives that generated over a million impressions and increased media mention by 40%.

Branding and Campaign

GeeksforGeeks

- Researched and executed collaborative marketing campaigns with 400+ tech influencers and corporates across LinkedIn, YouTube, & Instagram, resulting in a 50% increase in brand recognition and a 200% growth in customer engagement metrics.

- Optimized affiliate partnerships to increase monthly revenue by ₹400,000

- Analyzed campaign output while keeping budget constraints in mind to maximize ROI, sharing detailed reports with management that informed future strategic decisions for various branding initiatives.

- Implemented a comprehensive social media strategy resulting in a 400% increase in brand visibility, engagement, and growth metrics, culminating in an increase from 4000 leads to over 25,000 leads after campaign execution.

- Collaborated closely with marketing, design, and content teams to develop and execute powerful branding campaigns that significantly improved brand visibility and resulted in a 30% increase in overall customer engagement.

- Organized and hosted a highly successful public event that attracted over 1000+ attendees, leading to a staggering 400% ROI and generating significant buzz within the industry.

- Collaborated with influencers and industry partners to co-create content, leading to a viral post that generated over 1 million likes, shares, and comments within 24 hours.

Branding & Collaboration Executive

Brand Strategist/Social Media Specialist

Basware

- Executed client meetings with impactful communication strategies, resulting in a 30% increase in
strategic closures and successful partnerships.

- Implemented team collaboration techniques to bridge the gap between departments, leading to a 20% improvement in cross-functional communication and project efficiency.

- Utilized data-driven presentations to showcase the benefits of cloud services, resulting in a 15% increase in client satisfaction levels and retention rates.

Could operations Engineer

Harvard US-India Initiative

Attended the HUII conference held in Mumbai as a Delegate.

Delegate

600k+ Impressions on LinkedIn | 3M+ Impressions on Instagram | LinkedIn Personal Branding | Social Media Specialist: Instagram, Facebook | Brand strategist | Helping founders ace their brand

Hey you,

Thanks for dropping by! I am sure you want to know more about be.

Just give me your 2 minutes & you will know a bit about me!

I am an engineer who switched her career to marketing at age of 27 & constantly trying to make a difference.

9-5 I am a Brand marketing person who loves to brainstorm the founders ideation into Brand execution. All into advertising & branding. 

Beside, I love to take LinkedIn personal branding projects & social media projects (Instagram & facebook) 

Also a brand strategist for startups who want to grow 0 to 1.

I have worked with 30+ clients, 10+ brands & 1000+ influencers so far. 

Generated:

3 lakhs+ impressions in 20 days on LinkedIn 
3M impressions on instagram
30,000+ leads through influencer marketing 
Different Branding campaigns

Let’s get in touch:
shrutisg44@gmail.com

Also can DM me! 

See you on the other side!


You know what messes with most ambitious people?
Comparison timelines.

Let me tell you something that’s not talked about enough!

You are not actually unhappy because you’re not doing enough. 

You are unhappy because you think you’re supposed to be somewhere else by now.

That invisible timeline in our head,
and it isn’t real- 

It’s borrowed. It’s stitched together from Instagram reels, LinkedIn posts, and society’s highlight reels.

Here’s what I’ve learned the hard way: 

If you want to feel behind, keep measuring your life with someone else’s ruler.

But if you want to breathe again stop this now.

Trust your pace. 
You’re not late. 
You’re just not rushing.

P.s.: I love to be in nature & capture moments. Not kidding i have 1000s of picture of sky with me, do you want me to share daily with you?

Shruti Gupta

Brand Strategist | Thinking about Brands & Chai 24*7, Call me a Curly Brand Marketer!

No alternative text description for this image

The ₹80,000 crore Indian beauty market is packed with global giants.

So, how does a ₹66 crore indie brand stand out?

To put it into perspective:

They’re competing with players like L’Oréal (10 %+ market share), MAC (13%), SUGAR (6.5%), and 20+ other major names.

Yet in just 6 years (since 2019), FAE BEAUTY:

→ Built a 117K+ social community
→ Grew revenue from ₹7.18 Cr (FY23) to a projected ₹22 Cr (FY24–25)
→ Turned profitable, with EBITDA improving significantly YoY

Here’s how:

1. Inclusive Positioning

Not just skin tone inclusivity.

But body size, texture, gender, acne, stretch marks- you name it.

→ Their content features real people often their own team.
→ No Photoshop policy. Just relatability.

People didn’t just buy the products. They saw themselves in the brand.

2. Branding that connects

Their product names speak to the consumer:

Like,

→ “Too Dark” Lipstick: Turning a taboo into a proud identity
→ “Soda Paap” Lip Gloss: A fun, nostalgic throwback wrapped in self-expression

It’s not just clever naming. It’s emotional storytelling, and it clicks with consumers.

3. Shark Tank moment:

Founder Karishma Kewalramani secured ₹1 Cr for 1.5% equity. But beyond funding, it unblocked distribution + visibility.

4. They cracked hero product in no time:  

 FAE’s Lip Whip wasn’t just another lipstick.

→ It filled a real gap: bold, brown-skin-friendly 30+ shades
→ High-quality TPE packaging, the first brand in India to bring it here. 

They didn’t try to be everything. They focused on one thing and nailed it.

The Result?

 → Year-on-year revenue is more than 3X
 → Clear EBITDA growth
 → Went from a loss of 80 lakhs in the first year to a profitable company above 1 cr in just 4 years.

In a space full of loud ads and louder claims, FAE BEAUTY didn’t outspend. They out-understood.

Because today’s consumer wants more than a product. They want representation, purpose, and

That’s the edge.

P.S. Why do you think the brand name is FAE?

“Omg! That bag is HUGE!”

That was my reaction when I saw this Allen Solly handbag outside a mall. 

I was so curious as a marketer & consumer both so I went closer.

At first, I thought it was a product launch. But it wasn’t!

It was…

✨ An experiential marketing campaign called "Bag Your Stars"
✨ Tarot readings to match you with your zodiac-inspired handbag
✨ A claw machine where you could win a mini Allen Solly bag and discounts
✨ And yes- they took your contact details too. (Smart lead-gen!)

This was "experiential marketing" done to: 

✔️ Build curiosity
✔️ Create brand moments people remember (and share)
✔️ Make the product feel personal with emotions & experience attached to it- based on identity, not just utility
✔️ Collect real leads, not just likes

Legacy brands don’t always need new products.

Sometimes, they just need new ways to make people feel connected to existing products & boost sales! 

What do you think- did they overdo it or get it just right?

P.S. Can you guess if I won that cute mini bag or not? 😛

#MarketingStrategy #ExperientialMarketing #AllenSolly #brandmarketing

I couldn’t even stand in 3 feet water.

Until Dec 2024 i was terrified of water so much that I avoided pools, cancelled plans, and yep was even laughed at by friends and colleagues.

But in Jan 2025, I made a promise to myself: I’m going to face this fear. 

And..I joined swimming classes.

For first few days, I just stood still in corner with safety- Frozen, overwhelmed, doubting myself- "Shayad mujhse nahi hoga!" 

But then…

My instructor looked at me and said firmly, “Shruti, I’m sure you’ll be a good swimmer, trust me you can." 

It was the first time someone believed I could do this.

And for very first time in my life I left the corner & surrendered myself to water. 

It was just me and the water…

30 days later- I can dive, swim, and not afraid of water anymore. It was not easy at all (somedays felt nightmare).

Only thing that helped me is shifting my mindset from "I can’t" to "I can"

Same people who made fun of me are surprised to see me swim :) 

I am greatful to them because they only pushed me to overcome my fear (in a way)

Big thanks to my coach for believing me 🫶🏻 without her it was impossible. 

If you’ve been holding back because of your fear- this is your sign. 

Start scared. Start slow. But start anyway.

I don’t believe in posting goals, I rather post results :)

P.s.: Have you decided to overcome any fear this year? Let me know in comments 👇🏽

#GrowthMindset #LifeLessons #PersonalStory

If Shaadi.com had to answer Tinder’s latest campaign…
Here’s how it would look. 🚚✨

👉 Campaign Concept:

• Real wedding mandap setup on a moving truck
• Festive marigold decor and traditional wedding vibes
• Slogan: "Forget Baggage. Board Your Baraat."
• QR codes, selfie zones, and live manifestation walls for future partners

While Tinder asked you to trash your past,
Shaadi.com invites you to manifest your forever.
After all, love isn't about letting go- it's about moving forward. 😉

👉 Type:

• Moving vehicle targeting key cities (based on audience data)
• BTL Experiential Marketing + Mobile Out-of-Home (MOOH)

👉 Expected Outcomes:

• Increase in brand recall and emotional brand affinity for Shaadi.com
• Drive app downloads via QR engagement at physical activation points
• Create social media virality through on-ground selfies, wish walls, and reels
• Strengthen Shaadi.com’s positioning as the "serious, forever love" alternative to casual dating apps

Concept by Shruti Gupta.
Visual design crafted in collaboration with ChatGPT.

p.s.: Would love to hear what you think! 

#BrandStrategy #MandapOnWheels #BTLCampaign #BrandBuilding #campaigns Shaadi.com Anupam Mittal

Are You Ignoring These Red Flags as a Brand? 🚩

(Part 2)

The branding game in 2025 is faster, louder, and way more consumer-led. 

Especially for D2C and service-based brands, even one red flag can send your audience running to competitors.

Here’s what to watch out for:

1️⃣ Ignoring the Post-Purchase Experience

Forgetting leads once they become your customers? Huge mistake. 
The real brand loyalty starts after they convert.

Fix: Send timely updates, ask for feedback, offer support. Surprise them with value even post-purchase.

2️⃣ Too Many Offers, Too Little Value

 If your brand always screams “50% OFF,” people might start questioning your product quality & sales.

Fix: Balance offers with clear value propositions. Customers should buy because they love your brand- not just your discounts.

3️⃣ Clunky Website or App Experience

No matter how good your product is- if your site crashes, loads slow, or confuses users, and you are loosing trust.

Fix: In 2025, UX is branding. Invest in clean design, fast checkout, and easy navigation.

4️⃣ One-Way Communication

 If your brand still just “posts” but doesn’t respond, engage, or co-create, your audience will tune out.

Fix: Be in touch. Use comments, polls, AMAs- make your community feel heard and seen.

5️⃣ No Face to the Brand

In an era of personal brands and storytelling, hiding behind a logo doesn’t cut it.

Fix: Let people in. Founder stories, behind-the-scenes, your team’s voice- people connect with people.

Branding isn’t about looking good. It’s about feeling real to the people who matter most- your customers.

It’s 2025. If your D2C brand still doesn't respond to DMs... red flag. 🚩

P.s.: Sharing my last month wrap with you. 

#D2CMarketing #BrandRedFlags #CustomerExperience #UXMatters #BrandStrategy

You don’t have to monetize every passion.

We live in a time where every hobby is turned into a side hustle.

Every interest is asked to “scale.” Every art is expected to have a business plan.

But what if, 
Some passions are meant to be just yours?

Not to perform or optimize.
Just to enjoy & breathe.

Time “wasted” on what you love, with no end goal, is never really wasted.

Not everything needs an ROI. 
Not every hobby needs to be displayed to audience.

Some things are sacred simply because they make you feel alive.

So if you like painting, reading, dancing, gardening, photographing skies…

You don’t owe anyone a portfolio, a shop, or a ‘launch soon’ because you are asked so! 

You are allowed to do things just because they make your soul lighter.

I’m still that person who loves to draw, click thousands of pictures of nature, and write random pieces of poetry…

No plan. No audience. Just my way of saying thank you to life.

What’s yours?

P.S. Can you guess the place? 👀

Vadilal Ice cream just did what most legacy brands couldn’t: 10 M+ views in week one.

They didn’t just launch a mascot.

They gave a character to their brand that talks, memes, and chills like your online bestie.

Meet Vaddy stress ka shortcut- "The Chill Guy" mascot no one saw coming. 🍦

The campaign worked because:

➡️ They built curiosity before branding.

↳ Private account. No logo.
↳ Influencers + celebs followed it.
↳ People legit thought it was Ranbir’s secret profile.
↳ Result? Viral & in news before even saying a word.

➡️ They gave their product a personality.

↳ Vaddy isn’t selling ice cream.
↳ He’s talking about the adulthood crisis, hustle, fatigue, very relatable content with a reminder- Need to just chill.
↳ He’s funny, memeable, and 100% Gen Z-coded.

➡️ They redefined mascot marketing.

↳ Mascots aren’t industry-specific & just an image to your brand.
↳ They’re conversation-starters. Your brand’s voice. 
↳ They give identity & recall to your brand.

They aim for 25-30% growth this summer season & this campaign is kick start already!

P.S. Which Indian brand you want to see launching the mascot next? 

#MascotMarketing #Vadilal #BrandStrategy #brandpositioning

Vadilal Industries Limited 
Vadilal Ice cream

How Airbnb became an 85.66$ billion brand no one thought we needed.

Here’s how they disrupted the trillion-dollar hospitality industry without ever owning a hotel.

1/ Airbnb sold "home away from home" not stay.

They positioned themselves as the brand that helps you live like a local instead of visiting like a tourist.

→ That became their differentiation.
→ That’s why “Belong Anywhere” felt more than a tagline.

2/ They used Trust & Safety as their USP for product

People weren’t booking a hotel. They were choosing to stay at a stranger’s house. So, how did they make people say yes?

For Trust, they used: 
✅ Real host photos
✅ Mutual reviews
✅ Transparent house rules
✅ Word of mouth 

As a strong selling point and that's how they gained trust. 

After funding, they added safety measures to fill in the gap-
 → $1M host insurance
 → 24/7 safety teams
 → ID verifications
 → Guest guarantees

3/ Pragmatic SEO and Direct channel growth 

1 site, but they created millions of landing pages around what people were searching.

Like: 
 “Cool treehouse in Bali”
 “Budget-friendly family homes in Paris”
 “Pet-friendly cabins near Goa”

They owned these Google results.
→ 18 M+ organic visitors/month
→ No middlemen
→ Higher margins
→ Stronger direct brand recall

4/ Strategically marketed themselves

Instead of running after usual influencer collabs, 

→ They pitched customer stories to the media
→ Highlighted quirky hosts & unique stays
→ Partnered with artists, athletes, & even Barbie

They built a community by becoming part of people’s lifestyle obsessions.

5/ Created a multi-category experience to include premium users

To compete with big players like Taj and Marriott and sell the luxury experience to premium customers in 2019, including villas, a historical castle, and modern penthouses in high demand and much asked for.

→ Luxe villas, designer lofts, and experiences for the aspirational crowd
→ Smart product expansion to suit lifestyle choices

6/ Airbnb = mini business from your spare room

Thousands made $10K+ per year by just hosting.
That’s how the users became the brand.

7/ They didn’t hide from controversies

They adapted with new rules about banning parties, anti-discrimination policies, and support lines. They took feedback, took action, and moved on.

8/ IPO during a pandemic (and it worked)

When travel tanked, they pivoted to long-term stays, cut costs, and still went public at $ 47 B.

→ Today, they’re at $ 84 B+.

P.S. They just fired all traditional PMs. Know why they did this?

#branding #startups #consumerbehaviour #airbnb #businessstrategy

I walked into one of the stores of an Indian sweet house I frequently order from on Swiggy and Zomato.

Their quality, taste, and packaging always top-notch and felt even better when experienced offline. 

But what really caught my eye was a small gesture: A bell with a simple note: “Ring the bell if you are happy.” 

It had nothing to do with selling but everything about creating an experience and connect with emotions that become part of lifestyles. 

P.s.: people remember you for memories not transactions & that my friend counts for building brand! 

#BrandExperience #CustomerFirst #BrandLove #BrandStrategy

Quick commerce hits 4 M+ daily orders in India.

Blinkit, Instamart, and BigBasket are everywhere but Zepto? Just 15 cities and still 28% of the market.

While others expand, Zepto dominates with focus and flawless execution.

Let’s break down what they did differently 👇

1) 10-minute delivery was a revolution. 
↳ Zepto didn’t promise 10 minutes. They built around it. Speed became their positioning, culture, and differentiator.

→ Changed what Indians expect from delivery
→ 30 minutes, and even Amazon’s Prime Day delivery feels slow. 
→ Turned convenience into obsession

2) They Built Their Distribution system
↳ No dependency on third-party stores. Zepto launched its dark stores, block by block.

→ 1,147+ dark stores across 10 major cities
→ 18,000+ delivery partners
→ Served 500K+ orders daily and growing

3) Operations that work on machine speed
↳They focus on data points to understand which products are most ordered to update the inventory, which reduces waste.

→ Auto-replenishment keeps items in stock
→ Tech backend optimised for repeatability, not just speed

4) They Made 10 Minutes Cool
↳ Zepto didn’t sell groceries. They sold the flex.

→ Social proof from customers, not influencers
→ Quick commerce turned into a lifestyle

5) They Raised Funds, But Spent Like Founders
↳ $ 1.95 B+ raised across 8 rounds. Backed by Nexus, YC, StepStone, Glade Brook

→ Didn’t burn on ads or discounts
→ Poured capital into infra, ops, & precision

6) Pure Focus on Retention, Not Vanity
↳ No distractions. No shiny features.

→ Delivery time
→ Product availability 
→ Seamless reordering 

7) They Built a Culture That’s Not for Everyone
↳ Zepto isn’t shy about its ambition.

 CEO Aadit Palicha said it bluntly:
“India’s biggest threat is the mindset of ‘we’ve arrived’.”

→ The company only hires people ready to give it their all

In just 3 years:
✅ $5B valuation
✅ $1B+ revenue
✅ 2,000+ team
✅ 500 K+ orders/day
✅ 18,000+ delivery partners

They didn’t just build fast.
They built first, and they built better.
The others are still catching up.

Which Indian startup do you think is playing the long game in 2025?

👇 Drop your bets. I’m watching the comments.

#zepto #quickcommerce #startupstrategy #consumertech #founderstory #brandbuilding

What if iconic brand campaigns started spilling corporate truths instead? 👀

👇 

p.s.: Add your version too & tag me, would love to read the creative spill.

#Copywriting #BrutallyHonest #MarketingHumour #corporate #copy #Branding

What if iconic brand campaigns were for corporate reality

It hurts more when the brand you believed in…breaks your trust.

Just a few months ago, I was recommending BluSmart to my friends, family & colleagues. 

Their commitment to punctuality, cleanliness, and drivers who greeted you with a smile and never once asked, “Madam, cancel kar dijiye?”

In a city where surge pricing, language barrier, and last-minute cancellations are painfully common, BluSmart felt reliable.

But the recent news..?

SEBI has barred BluSmart's co-founders from holding directorships due to alleged misuse of funds- money meant for EV growth allegedly spent on personal luxuries like a ₹43 crore apartment and a ₹26 lakh golf set.

As of now, operations have been suspended. Thousands of drivers are jobless. Customers like me are staring at wallet balances :(

The company claims refunds will happen if services don’t resume within 90 days but the silence doesn’t feel reassuring.

This isn’t just about one startup.

It’s a wake-up call to every founder, investor, and operator in the ecosystem. As Aman Gupta aptly put it, "Compliance and ethics aren't boxes to tick. They're the foundation."​

To everyone who once proudly booked BluSmart rides and told others, “Try it, it’s different”- I feel you.

I’m still shocked. And I’m still hoping…

Would you want BluSmart back- if it ever returns, rebuilt the right way?

p.s.: Sharing cloud clicks as promised :) 

#BluSmart #StartupEthics #CorporateGovernance #EVMobility

ic: Inc42

Last night was one of the most anxious nights I’ve lived through.

Not everything is content or chance for viral reel.

While people on Instagram are posting content on such serious situation, some of us are living through fear, sleeplessness, and helplessness. 

I have close friends near border & texts from them felt heavier than any headline. 

They heard the sounds. They felt the uncertainty.

This is a reminder.

Please pause before you post.
Please check the facts before you share.
Please think of the ones living this, not watching from a safe distance.

To everyone reading this:

🛑 Don’t spread panic.
🛑 Don’t turn trauma into trends.
🙏 Let’s be sensitive. Let’s be aware.

And  let’s stand together. Jai Hind. 🇮🇳

Influencers make poor founders 
But sometimes..they make brilliant marketers.

Take Kusha Kapila, for instance.

She didn’t launch a brand with "I made this, go buy it." No hard sell! 

She built a content funnel with smart strategy that touched pain points in fun yet relatable way. 

“What Are You Wearin’ Under?”

- Just a consistent narrative around discomfort, body confidence, and innerwear problems most Indian women face.

By the time she dropped her brand UnderNeat, her Instagram had 100k+ followers…without a single product shot.

That’s not vanity metrics: that’s pre-launch demand done right.

As a result? Sold out on the day of launch.  

UnderNeat was launched on the first day of Navratri (March 30, 2025). 

Brilliant timing → amplified attention.

But real kicker 👇

UnderNeat isn’t successful because she’s an influencer. It’s successful because she’s treating content as distribution and partnering with operators who know how to build businesses.

She’s got investors like Fireside Ventures and Ghazal Alagh backing her in category (mass-premium shapewear) that’s underserved in India.

I am curious to see how long-term this plays out. 

What’s your take on creator-led brands?

P.S. If this was helpful → consider resharing  
♻️ thank you!

Taplio

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