Role: Copywriter & Concept Lead

Brief  

Most Diwali gifting revolves around random mithai, given and received without knowing personal preferences. Bikano wanted to break this pattern with a campaign rooted in a simple truth: Jab mithai mann ki nahi hoti, toh achi nahi lagti.

Big Idea

Iss Diwali, Har Dil Ki Mano. Enjoy Bikano.

The campaign encouraged people to stop settling for default Diwali choices and instead celebrate by choosing what they actually like, and letting others do the same.

What I Did

~ Conceptualised the campaign name and core thought

~ Led end-to-end creative execution across platforms

~ Created social media statics & videos

~ Wrote reel scripts, captions, and all campaign copy

~ Defined the design theme for festive creatives

~ Conceptualised, wrote, and executed branded GIFs

~ Published GIFs on GIPHY for Instagram & WhatsApp

~ Ran an engagement contest to drive GIF usage

Impact

~ Received organic contest entries directly through comments

~ Drove high engagement without paid amplification

~ Strengthened Bikano’s festive positioning around personal choice

Skills Demonstrated

Campaign ideation • Brand copywriting • Cultural insights • Creative direction • GIF marketing • Social-first thinking

Links 

🔗 GIFs on GIPHY: https://giphy.com/BikanoWorld

🔗 Instagram Reels & Posts: https://www.instagram.com/p/DPagiU8iPYr/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==  https://www.instagram.com/p/DPi8GpwD5kU/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA== https://www.instagram.com/reel/DQBIiCAFVL3/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

🔗 Contest Post: 

https://www.instagram.com/p/DP0Wq8mCc_1/ https://www.instagram.com/p/DP6U99VDJ81/