Mansi Goswami
Here are a few snippets of work that I did as a part of the Marketing
Launchpad Program at Kraftshala
01 02
ABOUT ME WRITING LINKTREE
03
SOCIAL MEDIA WORK
1. ABOUT ME
Allow me to take you on a journey through my life. It’s been overwhelming, perplexing, and
joyous, but one thing is certain: it’s been interesting. I was always a creative child and a natural
manager who was absorbed in arts, crafts and other creative endeavors, but words always piqued
my interest.
As I grew older, the race to choose a good career started, and I felt puzzled and overpowered by
my possibilities. This confusion lasted with me throughout my college years as I handled the
production of my college festival, designed countless banners, and communicated my ideas with
few words. My English professor (who fascinated me) would tell me, “Mansi, you are good with
words.” Her compliment was a ringing bell in my head that I could never ignore. I would always
return to the same question, “What can I do that I would love doing my entire life?”
I took up B.com after finishing my school and was fortunate enough to join TTEC later as a Chat
Executive where I operated 30+ chat queries from international clients every day and developed
my interpersonal and communication abilities.
Currently, I am delighted to be student of content writing at KRAFTSHALA and making strides
every day towards my goal. Despite my knowledge in this industry, I still feel inspired and
motivated every day to produce work that is superior to what I produced yesterday. Doing what I
love while learning new things and progressing every day is what makes me feel at my best.
I express myself through language, and I’m here to use my words as my voice. I want to write for
change & create content that can add value to my audience along with the company.
02. WRITING LINKTREE
Some social links where you can find my writing:
https://linktr.ee/
Some exercises where I’ve written for specific brand briefs:
1 - Qurez
2 - Nykaa
3 - John Jacob
4 - TYD
5 - Kraftshala
03. SOCIAL MEDIA WORK
A. Social Media Strategy for Bewakoof’s Athleisure launch
B. Content Calendar for Masala Monk
A. PROJECT BRIEF
Bewakoof.com is launching a new Athleisure Collection which combines
funky designs & great performance.
The launch is happening on 1st April, and you should start your social
media campaigns on 29th March and they should last until 5th April.
TG: 18-32 age group, who are expressive, have a point of view and
want hatke products at good prices.
Competitive Research
What content pillars of other Athleisure brands did I like?
Link to the post Brand Why does it work?
https://www.instagram.com/r HRX Depicts fashionable workout gear in reels
eel/CgEvo-Wpoa3/?utm_sou to showcase the breadth of collection
rce=ig_web_copy_link
https://www.instagram.com/p HRX Showcasing stretchable material
/Cfl9ngpoJev/?utm_source=i
g_web_copy_link
https://www.instagram.com/p Redwolf Relatable Meme
/Cgb2_omsTYl/?utm_source
=ig_web_copy_link
https://www.instagram.com/p Redwolf Influencer Marketing. Influencers have a
/CgPbbAMtDYD/?utm_sour strong grip on audience nowadays and its
ce=ig_web_copy_link the best way to build connection
https://www.instagram.com/r Bonkers Impressive Visual image Bonkers & HRX Posts
eel/Cgv3i2Ul5P1/?utm_sour
ce=ig_web_copy_link
Launch timeline
29.03 30.03 31.03 1.04 2.04 3.04 4.04 5.04
Pre-launch Post-launch
Role of Content: Role of Content:
To place Bewakoof as a To place Bewakoof as a
first brand to come up with comfortable active wear for
quirky workout gears. great performance
Pre-launch Day 1, 29th March
Caption:
YES!!!! We are coming with
something SUPER exciting for
you BEWAKOOF fam
Instagram Story::
Stay tuned to know all the
details
Guess the New face to create
buzz
Don't miss, you will regret it
later
#ranveersingh
#sweatwithbewakoof
#bekoolwithbewakoof
#bewakoofcontest
#gymwithranveer
Pre-launch Day 2, 30th March
Caption: Caption:
We all know a person who Spot the DIFFERENCE!
looks COOL in active wear
Just go ahead and tag them! comment below what do
you think is different
Workout is so much better then OH SO HOT! body
when your activewear is on of Ranveer Singh?
point!
Bewakoof coming up with GO NUTS!!
amazing activewear. We are reading ;)
Now EXPRESS yourself #Raveersingh#comedy#
and ditch your old funny#tagyourbuddy#ac
monotonous activewear. tivewear#GYM#gymgea
#Raveersingh#comedy#fun r
ny#tagyourbuddy#activewe
ar#GYM#gymgear
Pre-launch Day 3, 31st March
Caption:*CONTEST ALERT*We wanna celebrate this big reveal with you, and what’s better
than to celebrate with a CONTEST?🥳🥳
Really excited to host the contest with @ranveersingh
Here’s how you can ensure your participation -
- Film yourself while working out in as funky wear as you can, and let us know by tagging us in
those Reels
- Use #sweatwithbewakoof and #bekoolwithbewakoof
- Tag 3 or more friends and encourage them to participate as well.
- FOLLOW @bewakoofofficial & Like this post to confirm your participation
- Make sure to upload your final entry before 5th April, 11:59 PM🎷
What will you win?
Link for the video
- 10 lucky users will grab the chance to workout with RANVEER SINGH 🤩
https://www.canva.com/design/DAFIJTKZT8k
/4awCitn4viYfdfm20rA5Sw/edit?utm_conten - The winners will be announced on our Instagram Stories.
t=DAFIJTKZT8k&utm_campaign=designshare We're excited to see your entries!! All the best❤️✨✨
&utm_medium=link2&utm_source=sharebutt
on #contestalert #ranveersingh #sweatwithbewakoof #bekoolwithbewakoof
#bewakoofcontest #gymwithranveer
Launch Day , 1st April
Instagram Story:
Countdown for the winners to workout at live launch of the product
The product will be launched live by Ranveer singh in a live session on
Bewakoof’s instagram handle where he will workout with the 10 lucky
winners
Post-launch Day 5, 2nd April | Sustainable wardrobe
Carousel Caption:
Nail the athleisure look by mixing function with fashion and integrate them into your regular
wardrobe with funky designs by Bewakoof.
#sweatwithbewakoof #bekoolwithbewakoof
Post-launch Day 6, 3rd April | LGBTQ Support
Image Caption:
Express the way you are! Don't let these norms stop you!
BEWAKOOF supports you
BE unique BE you
whether it's your clothes or your life , do what you lOVE
#SupportLGBTQ#sweatwithbewakoof
#bekoolwithbewakoof
Post-launch Day 7, 4th April | Body Positivity
Link_
https://www.canva.com/design/DAFGHDg3XkQ/Nt1swmzR3BJ97I
4BNL7i9Q/edit?utm_content=DAFGHDg3XkQ&utm_campaign=des
ignshare&utm_medium=link2&utm_source=sharebutton
Video Caption:
My wardrobe and body deserve the new funky athleisure
from BEWAKOOF.
Clothes should fit you, not the other way around
Size inclusive new athleisure wear u for the grabs!!!
#Loveyourself#sweatwithbewakoof #bekoolwithbewakoof
Post-launch Day 8, 5th April | Uniqueness and stylish
Link_
https://www.canva.com/design/DAFGHZP_8Lk/oeD0G7O
AGYaVVW1el3JSPw/edit?utm_content=DAFGHZP_8Lk
&utm_campaign=designshare&utm_medium=link2&utm_
source=sharebutton
Video Caption:
Athleisure deewana's and deewani's in the bewakoof squad
be like!
#Loveyourself#sweatwithbewakoof #bekoolwithbewakoof
B. PROJECT BRIEF
Masala Monk is a gourmet food store that makes pickles, sauces,
snacks, dips based on local recipes.
The current bIg idea of Masala Monk is Good Food, Good
Energy. Your task is to create a new Big Idea for Masala Monk
and reimagine their social media strategy culminating into a
weekly calendar.
Competitive Research
What content pillars of our competitors did I like and want to take
inspiration from?
Link to the post Brand Why does it work?
https://www.instagra Haldiram Product promotion
m.com/p/Cf3ptCvNC
7U/?utm_source=ig_
web_copy_link
https://www.instagra Haldiram Food connection
m.com/p/CfoNarxtTst
/?utm_source=ig_web
_copy_link
https://www.instagra Paper Nostalgia lane
m.com/p/Cf8rDxRhD Boat
8V/?utm_source=ig_
web_copy_link
https://www.instagra Paper Nostalgia lane
m.com/p/Cf6G4uwNe Boat
_N/?utm_source=ig_
web_copy_link
Content Strategy Framework
This tries to ensure that our social page helps our brand instil it’s positioning in the mind of the user
Big Idea Target Audience
A Taste Which Even 25-45 age / People
A Monk Cannot who are food
Resist enthusiast and care
for quality
Role for Content Editorial Filter
Place Masala Monk as a Does the brand truly
brand for varied range of correspond to the
lip smacking homemade quality and taste of
food products your home as it
claims?
Nostalgic memories
What are our TG’s passion points?
These ensure that our social media posts are thumb stopping.
Passion Point 1
Passion Point 2
Homely cooked
Healthy lifestyle
food
Passion Point 3 Passion Point 4
Nostalgic memories Food ASMR
Content Pillars
Healthy recipes / Food Nostalgia
Behind the scenes Contest Food ASMR
MR
Video & Reels Video & Reels
Images / Carousel Images (Sketch)
Showing the process Making videos
We can post Families bonding where a person
of manufacturing the over food / variety of
products to ensure different recipes of stands in front of the
our products and chocies/ celebration camera with the sole
hygiene of indian festivals
food that purpose of eating the
complements our and creating dish live, recording
products emotional bonding noises and sounds
that makes the users
"FEEL" something
as they watch
Content Pillar 1 (Behind the scenes)- Example Post
Caption: Caption:
Reel Idea 2
Ghar ka pyaar in every We make our products
Achaar. Show life of a person preparing with nothing but purity
homemade pickles. and love
#Comittedtoqaulity#Co 1. Getting up
mittedtoyou#Straighto 2. Going to the market walk with our team to
utofmykitchen#Enlight 3. Getting the ingredients see how this magic
eningtastebuds 4. Cleaning them if needed happens
5. and following the process as it
Link_Refrence= is... #Comittedtoqaulity#Co
mittedtoyou#Straighto
utofmykitchen#Enlight
eningtastebuds
Content Pillar 2 (Food Nostalgia) - Example Post
Caption:
With wide range of our achar collection, there's
something for everyone
at home according to your mood. Cause khata,
mitha and tikha are part
of our life.
#Comittedtoqaulity
#Comittedtoyou
#Straightoutofmykitchen
#Enlighteningtastebuds
Explanation - Caricature of a family enjoying
dinner, with different Masala monk pickles on the
table. There is a wide range of choice for everyone's
liking.
Content Pillar 3 (Healthy recipes) - Example Post
Different Carousel Ideas
● Providing healthy recipes as “Today’s special menu” using our products
● Providing food items that compliment our product
● Keeping contests to share the recipe and best recipes will be printed on packaging
Weekly Calendar
Monday - Behind the scene reels of product making
Tuesday - Food ASMR video
Wednesday - Food Nostalgia Images
Thursday - Food Mood Connection Carousel for the week
Friday - Food Meme
Saturday - Healthy Recipe / content using our products or recipes that compliment our product
Sunday - Cultural food posts from different states of India
Thank you!
