Archive for October, 2009

Sanjhi

I sit on the advisory board of a Local Rajasthani NGO called Sanjhi. Sanjhi means ‘mutuality’ and community participation. Here is a video recap which I helped edit, of the January 2009 Sanjhi Photo Camp done in collaboration with National Geographic- detailing the learnings from the village kids and their new understanding and appreciation of the environment through photography.

Sanjhi & National Geographic

My colleague Chhaya invited me to sit on the advisory board of a Local Rajasthani NGO called Sanjhi. Sanjhi means ‘mutuality’ and community participation. Here is a video recap of the January 2009 Sanjhi Photo Camp done in collaboration with National Geographic- detailing the learnings from the village kids and their new understanding and appreciation of the environment through photography.

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Project: Bordeaux Repositioning

How does a legacy brand like Bordeaux remake itself in the US market where California wine is king, and where Frenchness is both a boon and a liability?
Solution: While all the details can’t be exposed of this ongoing campaign, I identified several key factors along the purchase chain and in the perception of the word Bordeaux itself. I wasn’t rebranding a brand, but a region and at the most basic level a heavily associated word. By conducting focus groups from coast to coast as well as tons of research from online surveys I came up with a strategy that hits practical and socio-cultural needs and leverages social media activation in an organic way.
Results: The campaign is now in the hands of the talented people at Creativefeed for execution, and you’ll be sure to see the work out and about.
Role: Strategic Brand Planner, Digital Strategist, Scenario Planner, Researcher