Along with my Brand team, I helped launch JioSilver for JioFinance the other day. The go-to-market (GTM) campaigns included Instagram reels, PR outreach, YouTube walkthrough, and more. I contributed to the copies, product construct, and taglines. Visit product webpage (UAT).

The Personal Loan product page on JioFinance.in ranking inside Google’s AI Overview for a competitive keyword “personal loan” on 26 September 2026. My team designed, wrote, and published the page as part of my website launch project. Visit page.

With RCS all the rage, we tried pushing marketing messages via RCS. These are live examples for JioGold and Credit Cards.

Jio Finance sends a lot of marketing and retargeting messages to its registered app users. While app push notifications are free, we noticed that WhatsApp messages drive better conversions.

And when these messages have catchy banners? They perform even more.

Here are a few examples from several campaigns I ran over the last few months. Note the Hinglish (which work better in tier 2 and tier 3 cities). And the prominent central feature-driven copies.

Physical message boards work wonders when you know a lot of people are going to see them. One of the standees below is kept at the entrance of a canteen of my Jio Finance office.

95% people use UPI to pay for their food at the canteen. One way to drive JioFinance app adoption? Push people to use it so they get JioPoints on transactions, which they were anyway doing and not getting anything (after getting pennies when they began using a new app.)

App push notifications are free but most users ignore them like they ignore their relatives. So I thought let’s make them quirky. Sometimes using fear as a plug.

When text notifications started underperforming, I shot rich push notifications (RPN) to drive better engagement. RPNs drive roughly 30% more conversions on average. The key is to make the the image striking.

Jio Finance sometimes sends out internal emailers to push a product campaign. In the below example, we were piloting a campaign for JioGold during Akshaya Tritiya to see how our own colleagues would take it.

Note the Hindi tagline, QR code placement, and even the T&Cs mentioned in the email.

I executed a moment marketing post for CoinDCX. Since #KitkatHeist was trending at that time, I used that plug to draw parallels with cryptocurrency investment.

The KitKat wrapper imagery is AI, everything else is my output.

Over the years, I have developed several content strategy decks as part of paid work or job interviews. Here are a select few:

• Content Audit and Strategy (and samples) for Finvasia (Mar 2026)
• Brand Dictionary for blinkX (Mar 2024)
• Instagram and Email Infographics for SolarSquare (Nov 2023)
• PriceLabs Case Study (Jan 2021)

Since Jio Finance is late to the game, we developed a strategy to primarily focus on top-of-the-funnel set, with 60-seconders like the one above to gain attention to our YouTube channel. This is part of a potential IP, Tell Me More by Jio Finance.

Heavy use of AI is a management call and my role is to finetune it, using tools such as Elevenlabs.

I wrote the script and Navneet Pandey designed the video.

One of my heavy-weight projects at Jio Finance in 2025 was to create and edit copies for all the business websites of the JFS family. This includes:

• https://www.jiofinance.in/
• https://www.jiopayments.bank.in/
• https://www.jiocredit.in/
• https://jioinsure.in/
• https://www.jfs.in/

My team consisted of 4 writers.

• Diabetes-Related Health Covers: Should You Take One? (pdf) (article for Beshak, Mar 2024)
• Cracking the ADAS Challenge (pdf) (marketing collateral for Dassault Systèmes, Jan 2024)
• CBDCs in India (doc) (blog article for Euronet India, Sep 2022)
• How Strong Authentication Can Inspire Better PHI Security (op-ed for StrongKey, Dec 2019)
• The Perils of a Digital Job (op-ed, Oct 2019)

I created a presentation outlining UX copy suggestions for m-Indicator to show my UX skills for a potential UX writer tole at Kotak. It’s a detailed look on how the app’s copy and navigation can be improved.

When you’re writing for customers who are sending money, you need to be empathetic and direct. Even more so when it’s a high-anxiety situation like the one on the left.

I wrote this copy (above or left) considering the customer’s situation. Her card was declined and she needs to do something quick.

There’s parallelism in the 2 options. Online chat is not a 3rd option but the last resort. However, its colour scheme helps it grab more attention.

“Need more help?” indirectly conveys that the customer should first try the 2 options. I had to say this without offending her because it’s human nature to want to talk to a person (pdf).

I avoided “Still need help?” because it is lowkey offensive.

Succinct FAQ copies

I added screenshots to FAQs (above) so that customers could follow the steps easily. People scan images faster than they read sentences (even if they’re fragmented as bullets). See it live on westernunion.com.

Using fewer words to say more

There’s only so much space within a mobile screen. This (below) is what I came up with after several iterations. I would place “1.30 USD” next to the 2nd check box statement if I could.

Text message copies are tricky. There are character limits, word limitations, and legal constraints.

I wrote SMS copy like this (below) keeping in mind the standard text message limit in the Great Britain: 160 characters.

Text messages could be sent from any number, so it was essential to add the brand name at the start.

I avoided “govt”, “ref”, and “no.” short forms because they do not translate well into other languages.

I wrote this as an impromptu research project because a colleague insisted the Slice card she was using was a credit card. I presented this copy (before alterations) to my team as a short explainer on credit cards and credit line. She was not impressed.

I have changed the tense as Slice has reinvented itself since June 2022 when I wrote it.

I co-headed a team of 10 writers to create byte-sized content on pregnancy, child care, and parenthood. Completed in early 2021, this was a huge project for Pampers India as they wanted to use the free app for targeted marketing.

The content was in the form of:

• Short 300-word articles
• Polls and quizzes (for its rewards program)
• Daily tips
• Videos

Since the content was scientific and also needed a marketing tone, we involved dieticians and paediatricians at Procter & Gamble to verify and fact-check all claims. Below are 2 screenshots from the live app.

As part of an interview test, I created an infographic for Instagram and an emailer. On the left or above is the emailer version. Click on the image to enlarge.

The topic is “claiming subsidy on solar rooftop installation”. The idea is to summarize the claim process based on official circulars. SolarSquare hoped to use it as a conversion tool.

I was not hired, so this infographic was never used.

I headed Wikipedia projects at Performics for 4 years. My team built, improved, and maintained dozens of Wikipedia articles and biographies for brands such as Reliance Industries, Kaya Clinic, Kotak Bank, Indiabulls, Taj, RBL Bank, and Nykaa.

Since Wikipedia discourages conflict of interest and sponsored editing, we contributed with disclosures.

I still actively contribute in a personal capacity but do not do sponsored work.

Style guidelines have been central to most of my work. At Performics, I helped build brand guidelines for several companies such as Kotak Bank, Tata Motors, Hero, and Procter & Gamble.

At Western Union, I contributed to discussions related to language, localization, and grammar.