Insha Arif

Project: Wasl Properties

Jumeirah Golf Estates Phase 2

  • Brief: One of Dubai’s biggest, and most important property companies, Wasl Property’s famed Jumeirah Golf Estate was launching its second phase of residential villas. This was The Next Chapter of estate living. Our job? Figure out how to create a social campaign out of it.
What We Did: We read the brochures. Then read them again. Was about to read them a third time when the accounts team said, “Did a horse kick you in the head? Get going already! We’re on a clock here”.
So we looked at the four most attractive amenities Phase 2 had to offer, and turned them into a visual treat.

Social Bit

  • Brief: Create and execute a new age content strategy for the social content of Wasl and its 4 pages: Wasl, Wasl Communities, Jumeirah Golf Estates and Food Tech Valley.

What We Did: This became a very production led brief, where every month the team would collectively come up different aspects of Wasl, to explore via the camera.  

Project: Jollibee

Side Character Energ

  • Brief: Make Jollibee relevant on socials.

What We Did: Maybe not the most innovative marketing strategy, but we definitely had a lot of fun tapping into memes, pop culture, trending moments – and the cult of Jollibee. 

And what do you know, the audience started having fun too. 

Project: Wingstop KSA

Launch

  • Brief: The much loved, awaited and sauced chicken wings brands was at last coming to Jeddah. We had to create some buzz around it, Wingstop style.

What We Did: We designed the hell out of teasers and launch posts.

Project: Reliance Jio

IPL #EntertainmentKiSecondInnings

  • Brief: Reliance Jio is among the largest telecom companies in the world. It also happens to sponsor all teams of the Indian Premier League, a massive bollywood style entertainer cricket series.
    As soon as the IPL season begins, it’s DEFCON 1 for every brand in India and outside India. More so if you happen to sponsor ALL the teams in the league.
Context: You wouldn’t think it, but this campaign took way more time and energy than it had the right to. The issue was that the key messaging – A Big Deal Kinda Nuggets – and the hero videos were already conceptualised by the HQ. But, we still had to do a tease, launch and sustenance on social. As a new campaign that still aligned with the main message.
What We Did: First, we cracked the campaign message: Entertainment Ki Second Innings, roughly translating to second chance for entertainment.

Then, me and my team of 3 copywriters browsed through hours and hours of footage to come up with video concepts that can be used on social in way that promotes the brand’s key offerings of GigaFast Internet, Unlimited Entertainment and Jiofiber 30 Day Free Trial. 

Wanted to know an interesting thing? We had to do this on the day, every day, for a month – right before the match started. Another interesting thing? We also had to do live commentary from when the match started (7ish PM) till it got over (12ish AM). 

Crazy times. Turned my hair white.