Role: Copywriter & Content Lead

Context

Ai-CHA is an Indonesian beverage brand entering the Indian market, beginning with Delhi. As a new international brand, the focus was on building anticipation, desirability, and cultural relevance.

Objective

Create a strong social-first presence for Ai-CHA in India

Build pre-launch and launch buzz in Delhi & Chennai

Develop a clear content and creative route aligned with local culture

Support B2C awareness and B2B/franchise communication through content

What I Did

~ Defined the content strategy and communication route for Delhi & Chennai

~ Planned pre-launch, launch, and post-launch content phases

~ Created regular social media content frameworks (reels, statics, stories)

~ Wrote all primary copy: captions, reel scripts, ad copies

~ Conceptualised campaign ideas to build anticipation and desire

~ Worked on design direction for all social media creatives

~ Guided the design team on extensively used AI tools to: Actively use and adapt the Ai-CHA mascot across creatives

~ Created B2B ads and franchise callout content

Skills Demonstrated

Copywriting • Content strategy • Creative direction • AI-assisted workflows • Mascot-led branding • Cultural localisation • B2B communication

Content Samples :

Topicals

https://www.instagram.com/p/DRbVPAlj46V/

https://www.instagram.com/p/DSmM7uQGB1E/

https://www.instagram.com/p/DPSyRrHAAsf/

https://www.instagram.com/p/DP7qaTZCXtC/

B2B / Franchise

https://www.instagram.com/p/DSMTQIeEZV_/

https://www.instagram.com/p/DN79Zdvj2QW/

AI-Led Creatives

https://www.instagram.com/p/DShNUIklTBo/

https://www.instagram.com/p/DRbVPAlj46V/

https://www.instagram.com/p/DQOPCQ3jOCR/