Upstox

In February 2021, Upstox wasn’t a name most people noticed. Our job was to change that.
So we didn't make ads, we joined conversations. By using topical humour and culture-led content, we helped soften the intimidating world of finance and make Upstox feel like a brand people could actually relate to.

Here's a glimpse of the work

Here's what it achieved - Featured organically 25+ times, up from 0 the year before & share of voice increased by 9.8%

The jokes were the hook. Education was the substance.
It wasn't just about getting attention, it was about building understanding.

Here's what it did - Achieved 273% follower growth on LinkedIn, 263% on Instagram, and 175% on X, all entirely organic.

I spearheaded the social strategy for Upstox, defining what kind of content we should create and why, so the work was never random or reactive. That meant staying involved across ideation, approvals, and the operational side of bringing the work to life.