Rahul Atrishi

As a qualified MBA, I bring 15 years of experience in handling creative projects with a focus on ideation, copy writing, creative storytelling (screenwriting), video content strategies, and production. 

I have worked with some of the most prestigious brands across industries such as Fintech, Entertainment, Real Estate, Telecom, Fashion & Retail, Travel, Food & Beverage, Technology, Publishing, BFSI, Consumer Goods, and Lifestyle.  Additionally, I have worked for TV networks such as Zee, Sony Pictures, Cartoon Network, MTV India, and Doordarshan.  

My expertise also extends to spearheading social media marketing campaigns (creative & execution) for Hollywood movie releases in India.

My core competencies are:

B2B & B2C Campaigns | Script Writing | Branded Content Solutions | Video Content Strategies | Influencer Marketing | Creative Direction | Marketing Communication | Fiction & Non-Fiction | Content Marketing | Copy Writing | Casual Gaming | AR | VR

Head - Video Content @ Navi Technologies (a USD 582Mn Fintech Unicorn) | Apr 2022 – Dec 2022

Strategized and deployed Discovery-led and Intent-led content strategy on YouTube and Instagram (Short & Long form video content) to drive acquisition of Followers/ Subscribers and Engagement of DAUs/MAUs.

• Upped the Average % View Duration of Navi YT channel from 11% to 55% (Industry standard ~ 30-40%).
• Grew the Follower base on IG from 5.5K to 160K in 9 months.  

Associate Director - Creative & Hybrid Content @ Zee TV | Sep 2020 – Apr 2022

Responsible for strategizing and executing Network (Brand) Marketing Campaigns, Branded Content Solutions, Gamification, and Short-form Content Strategies for monetization on platforms such as Instagram, Josh, Takatak, etc.

• Partnered with the sales team to deliver revenue of INR 110Mn through Content Solutions for Hindi and Regional Markets in FY 2021-22.

Notable ATL campaigns ideated and executed:

• #YehDiwaliKissonWali, a hyper-personalized (FB geo-fencing) campaign to promote local shopping in the post-pandemic world. 
• #CoronaKoHaranaHai, a 360-degree Public Service Announcement campaign for Corona Awareness backed by India’s largest apex business organization (FICCI), world’s most influential network of MarCom professionals (IAA) and unified body of broadcasters in India (IBF).

Delivered 10,302 TV spots across 111 TV Channels and 8,100 Radio spots across 6 Radio partners in 9 Languages.

• Launched casual game ‘Happu ki Nikali Savari’ to drive character affinity and monetization.

         Avg. Engagement delivered: 4.19 Min. (Industry standard ~ 2.39 Min.)

• #TVisFamily, an insight-led category-leadership ATL brand campaign on World TV Day.

Creative Director @ Dentsu Aegis Network | Jan 2020 – Jun 2020

Headed the video team to drive film-led ATL/ BTL campaigns for B2C clients.

Senior Manager - Videos @ upGrad (a USD 2.5Bn Edtech Unicorn) | Oct 2019 – Dec 2019

Set up YouTube video production unit and scaled up video production by 10X in 2 months.

Content Head @ Ideate Labs (a 360-degree Digital Marketing Agency) | Jun 2017 – May 2019

Responsible for conceptualization and creative direction of film-led ATL campaigns for B2B and B2C clients.

• Delivered 16 Brand/Marketing Digital First Films, 60 Explainer Videos and 1 VR Film in my tenure.
• Generated over 70Mn Impressions with ‘UCT’ Campaign for India’s largest wire manufacturer, RR Kabel. 
• Delivered 10Mn Reach and grew Facebook Follower base by 50K followers in 1 week with a quirky ‘KTPD’ Brand Campaign for India’s leading multi-brand clothing retailer, Brand Factory.                        
• Wrote and handled Creative Direction of India’s first B2B Virtual Reality film for India’s largest Steel manufacturer and exporter, JSW Steel (Market Cap: USD 20.8 Bn).

Content Head @ Farnaz Fever | Nov 2014 – Jun 2017

Devised content strategies for online Indian movie buff & supervised copy, art and script writing.

• Delivered viral videos/ vines that garnered 3.8Mn – 7Mn Views (individually) on Facebook.

TV Producer @ Sony Mix TV Channel (owned by Sony Pictures) | Dec 2013 – Jan 2014     

Producer on the show, TV Ka Pehla Radio Show aired on the Music Entertainment Channel.

Head – Concepts @ Saibaba Telefilms Pvt. Ltd. | Jun 2008 – Jul 2009

Conceptualized, pitched and executed pre-production of non-fiction TV shows in GEC space.

Management Trainee – Content @ Sify Technologies | Jun 2007 – Jun 2008

Successfully launched city specific video content platform, Chennailive.in.

FREELANCE/ CONTRACTUAL JOB ASSIGNMENTS

Script writer @ MTV, India and SAB TV | Jan – Oct 2014, Oct 2011 – Nov 2013, and Aug 2010 – Apr 2011

Scripted shows Colors of Youth (MTV, India) and Gilli Gilli Gappa (SAB TV).

Consultant – Producer @ Mahua Media Pvt Ltd. (Regional TV Channel) | Apr 2011 – Sep 2011

Producer on the show Ke Bani Crorepati-Bhojpuri version of Who wants to be a Millionaire?

Film Script Writer @ Cartoon Network (owned by Ted Turner Network) | Jul 2009 – Jul 2010

Wrote Balla Bowl, India’s first animation feature film to have brand integration. 

MBA (International Business) From KJ Somaiya Institute of Management Studies and Research