Vritika
Copy, Content, Cope, Kaapi
(Never sloppy)
Portfolio
CONTENTS
The work, by brand.
Kiwi
UI/UX, social, performance and brand comms
Seiko
Reels, webpage copy, channel partner film
True South
Social and brand comms
Epson
Film script and press for home theatre
Cothas Coffee
Expo panels and social
Brigade Group
Radio scripts, campaign ideas, a song
Fabricspa
Campaigns, performance ads, films
Gleneagles Hospitals
Breastcare centre communication
Chopserve
QSR launch idea, social series
Freshteam
New business pitch — won
The Bowl Company & homely
Website copy, full Instagram ownership
Kiwi
UPI-first credit card. Writing across UI/UX, social media, performance and brand comms.
Moved from Copywriter to Assistant Manager — Brand & Copy this year.
KIWI
The website
Copy across the marketing site — hero, product pages and the flows that carry someone from landing to application.
KIWI
Instagram & LinkedIn
From ideating to shooting videos, and writing short to long form content. I have done it all at Kiwi.�Wrote on Insta till the linked post (Tap to check)
KIWI
Social media
Wrote on Linkedin till July. Started working with an agency post that.
KIWI
Branding, collected on Behance
The full identity work in one place.
KIWI
Ideation for the EMI offer
Big interest returns — get interest back. Concept and copy for the interest-back proposition.
KIWI
All comms everything including this month long project where I sat down with business & PMs and wrote all the comms end-to-end
Spearheaded end-to-end campaign comms: conceptualised and executed festive messaging across lifecycle emails, push notifications, performance ads and in-app flows for EMI interest-back offers.
KIWI
Peeling the T&Cs
https://www.instagram.com/reel/Da2mt6zuojP/?stkn=MTU3c2Uwc3B1czQ0Zw== ��Other videos were also run for Performance on Meta
KIWI
Kiwi Paglus
OG content from conceptualisation to shooting and editing of all things inside Kiwi��instagram.com/kiwi_paglus?stkn=MWUxMG1ta3ZxMDJocw== �
Created skills with Claude for democratising Copy across UX & Comms.��It eventually helped reduce brief mining and improved TAT for copy and built confidence in output and made briefs more empathetic.
FLUENT WITH AI
Can take you through the Product naming journey and CRM figma on request. And various other samples of UI/UX capability. ��
KIWI
Stickers & tote for the� Brand Kit for influencers
VIDEOS for In-app, Social media and Swiggy order screens
Ideated, scripted and worked closely with the Motion designer to create AI videos for multiple channels
I do this in my free time, mostly for wit validation
Seiko
Reels cut from raw footage, a launch webpage for the Solar Speedtimer Chronographs, and a film for the channel partner meet.
SEIKO
A reel strung together from raw footage
Footage received from mountaineer Arjun Vajpai. Structured and written into a reel.
SEIKO
A new page for the Solar Speedtimer Chronographs
Webpage copy for the launch.
SEIKO
Film for the channel partner meet
True South
Social and brand comms for the coffee brand — est. 1905.
Hygge — social post
TRUE SOUTH
Handpicked from the pickiest in the family — social post
TRUE SOUTH
Epson
A reel script for home theatre projectors, and a push on tone of voice for the press ad.
EPSON
Script for a reel
HTP — A roaring encounter
In a cubicle-filled office, a 25-year-old can be seen talking to his colleague when suddenly, loud roaring disrupts their conversation. He peeks from behind his cubicle wall and sees his boss angrily shouting — which to this guy seems like roaring. (It is a man in a suit with a T-Rex’s head.)
The other guy he was talking to looks at his colleague’s reaction with a raised eyebrow.
The boss approaches, the sound of his feet much like that of a T-Rex’s. The guy ducks under the table.
The camera focuses on ripples in the coffee mug in sync with the thundering footsteps of the boss. Suddenly, the footsteps stop — and so do the ripples in the coffee mug.
EPSON
Script for a reel
continued
Boss peeks over and this guy looks up and sees his boss with a normal human face. Boss looks at him with a smile and asks him if the report is ready. He nods, and the boss nods back with a smile and leaves.
The colleague in the next cubicle peeps over from his side and remarks, “What did you watch on your Epson Projector last night?”
We see the scared guy breaking into an awkward smile.
The scene shifts to this guy’s home, revealing him terrified on his couch looking at a dinosaur movie clip being played on the giant Epson screen.
Roaring with life-sized entertainment.
Epson Home Theatre Projectors.
EPSON
Pushed a little tone of voice for the press ad
An eye for the finer things in life — Epson Home Theatre Projectors, running in AD.
TVC with Rashmika Mandana that went through so many rounds :’) but was approved (yay!)
Cothas Coffee
Expo panels and social for the Bangalore coffee house, est. 1949.
COTHAS COFFEE
Expo panels
Panel copy for the exhibition stand — much-loved, filtered, traditional blends.
COTHAS COFFEE
Onam post
Raise up your cups to refreshing celebrations.
Brigade Group
Radio scripts, a campaign idea built around Li’l Charu, and a song I wrote and sang.
BRIGADE GROUP
Radio script — Brigade Calista
20–30 seconds
[In a soothing, inviting tone]
Does your heart find joy in little moments?
Does it jump at the sight of lush green spaces?
If so, we would love to invite you to take a journey to the center of your heart and experience the magic of wholehearted living, at Brigade Calista at Budigere Cross.
With 1.5, 2 & 3 BHK homes and over 25 amenities, Brigade Calista is crafted to create a magical living experience.
Come, explore all that life at Brigade Calista has to offer!
For more information, visit BrigadeCalista.com or call 1800 102 9977.
[Sound of magical chimes and fairy dust twinkling in the background]
BRIGADE GROUP
Radio script — Brigade Year End Sale
20–30 seconds
<In a very wishful voice of a little girl>
“I wish, I wish for a home so big
for my bowl and my fish
A special place for all that I love..
A room for Papa’s cosy nook,
And a biiig room for mummy’s books!”
<The announcer in a Genie’s voice, while the Arabian Genie BGM plays>
To make your wishes come true, Brigade Showcase is back… 3 best days to buy a dream home! Choose from 20+ projects in 4 cities. Zero maintenance charge for a year… and a lucky draw…
All at Sheraton Grand at Brigade Gateway, 4th to 6th August, 8 AM to 10 PM. Log on to BrigadeGroup.com for info.
BRIGADE GROUP
Brigade Sanctuary
A 14-acre project with 500+ retained trees. With the team I worked on the idea of building the campaign around Li’l Charu and her friends. Here’s a sneak peek.
BRIGADE GROUP
A song I wrote & sang
For Li’l Charu and her friends, and how they spend their days at Brigade Sanctuary.
Under the tree
Where the grass grows free,
The breeze smells sweet.
And the sun plays hide & seek.
Here’s where all the happy meets.
Here’s where life hums & sings,
And if you slow down,
You’ll hear its charming beat.
BRIGADE GROUP
Brigade Calista
Announcer + radio script
Announcer: Discover the magic of wholehearted living at Brigade Calista, at Budigere Cross. Spread over 2.5 acres with 1.5, 2 & 3 BHK homes and 25+ amenities. With a Grand Central Courtyard that takes you on a journey to the centre of your heart. (A little pause)
Discover all that Brigade Calista is ready to enchant you with on 13th and 14th May. Visit BrigadeCalista.com or call 1800 102 9977.
Radio script:
(Little girl’s voice, affectionately)
Daughter: Papa, Papa, tell me a story na.
(A man’s voice, with intonation that builds a fanciful story)
Father: Once upon a time, a young princess lived in a beautiful magical garden.
Daughter: (eagerly interrupts with a gasp) Papa, where can I find a magical garden?
Papa: My dear princess, let me take you there.
BRIGADE GROUP
Journey to the centre of your heart
Built around the green central space that lets you create and explore everything Calista has to offer. Life becomes memorable when its finest moments get the utmost attention. They flourish when they are brought to the centre. That’s where everything that’s important belongs. Right in the heart.
Fabricspa
Dry cleaning and laundry. A winter campaign the client has re-run every year since, plus performance ads and films.
FABRICSPA
Winter campaign — Bugs in your snugs are back
The clients were so happy with this campaign that they have used it every year since. It brought them the largest number of new customers and app downloads, and that’s saying something.
FABRICSPA
Villains of your woollens are back
Campaign extension, carried into press and in-store.
FABRICSPA
Independence Day video
At the FS factory, we spotted the National Flag and decided to add this as a video while we were shooting for other videos.
FABRICSPA
New campaign for performance ads
FABRICSPA
Independence Day shoot
Shot at the factory alongside the campaign films.
Written by: Vritika
VO: Vritika
FABRICSPA
Monsoon campaign
GLENEAGLES HOSPITALS
Gleneagles Hospitals
Revamped communication for their breastcare centre. (Not published.)
GLENEAGLES HOSPITALS
Womanfully Yours
The client asked to go completely digital, with a monthly calendar built around various days. “Womanfully Yours” was picked to carry the messaging.
FABRICSPA
Video for Saree ka #NayaWalaFeeling!
Went to the factory and directed the shoot for the videos. The other set is still in the making. Here’s how we wanted to highlight the premiumness of care that Fabricspa brings to every thread of the customer’s sarees.
Not embedded yet — opens in Drive
Chopserve
Your favourite cuts, no shortcuts. A nutrition-week social series and a launch idea for their QSR, ChopStreet.
CHOPSERVE
#MeatYourNutrition
A series of posts made for nutrition week. We ended it with a contest at the end of the week.
Buying Karimeen from local market and cleaning it yourself — social post
CHOPSERVE
Salmon Bhai — what is a Bollywood lover’s favourite fish?
CHOPSERVE
CHOPSERVE
QSR launch idea — ChopStreet
Route 1
Imagine..
You are in a meeting
An idea starts to storm
Nothing that’s food for thought.
Thoughts of food?
YES
You have a dream
It’s made of Peri Peri chicken
There is no one in the room now
Just you
And the mental slideshow of your favourite snacks
Not a whole chicken
Not a big bowl of curry rice
But a little plate of all the snacks
That you want to enjoy in little bites
CHOPSERVE
QSR launch idea — ChopStreet
Route 1, continued
You are mentally swiping everything left
Nothing serves your big little hunger
But oh, that perfectly cooked Ghee Roast
Or maybe scotch eggs
The fourth wall is now gone
You are in front of ChopStreet
Clouds of flavourful smoke engulf you
The explosion of masalas hits you
Drool and you are two separate beings
Sizzle from the pan
All the roasts
Rolls assembling for that perfect bite
You inhale the mutton cutlets
Popcorn prawn is on the way
We are ready to serve
Your Big little hunger.
ChopStreet — Your Big Little Hunger Place!
CHOPSERVE
QSR launch idea — ChopStreet
Route 2
You are on a journey
Destination?
Every flavour on the face of the Earth
People talk of a place
A street they mention
Where the pan is always ready
To serve the big little hunger
The one that keeps you up at night
You dream of the street
That reminds you
Of all your favourite tastes.
Peri Peri? Ghee Roast? Chicken Wings?
There’s no map
Just follow your dreams
Take your taste buds to a trip down memory lane
The rumours are true
Tasty adventures await you at ChopStreet
Freshteam
A new business pitch at Pink Lemonade. We won the account.
The ask: refresh the social media approach for the brand and come up with something quirky and attention grabbing.
Idea 1 — Start Afresh
FRESHTEAM
Start Afresh — execution
FRESHTEAM
Idea 2 — What if / Why not
FRESHTEAM
What if / Why not — execution
FRESHTEAM
To err is human — execution
FRESHTEAM
The Bowl Company
The first food brand I worked on. Handled the account for 8 months before taking over homely.
THE BOWL COMPANY
What’s better than 1 bowl-lover?
My last post on the brand. Proudest day of my life.
THE BOWL COMPANY
#BetterInABowl
Came up with the hashtag for one of my posts and the client liked it so much they wanted a campaign out of it. Here’s the deck the digital marketing lead and I made.
homely
Simple, fresh, daily. Website copy and every word on the Instagram — first post to last.
HOMELY
Website copy
Home jaisa homely, with nutritious balanced meals.
HOMELY
Everything I wrote for the homely Instagram
First post
Last post
HOMELY
A pun-rescue
I was called for those sometimes. Have been called Pun-veer Singh for how unabashed I am about their existence coming through me.
HOMELY
In the name of love
Another pun rescue, before I was added to the brand.