Smriti Advani

I love travelling, so it only makes sense that I urge people to travel! And with Niyo - I'm doing just that by shaping its brand identity and go-to-market strategy for some of the most compelling financial products any traveller would love to have. I spend a lot of time understanding "why" and "how" India likes to travel and creating marketing and PR initiatives that drive acquisition and retention. If you haven't got a Niyo card yet for your travels abroad - apply now! You'll thank me later :)

Needed a reset. So I took a year off from a full time role and channelled my energy into helping a bunch of start-ups build their brand. Worked on their positioning, GTM, Brand & Content Playbooks and mentored and trained their core teams. Alongside, I also finished my certification as a Nutrition and Wellness coach and helped 100+ people discover the power of nutrition and wellbeing.

Didn't last very long here - wasn't really my cup of tea! Spent six months leading the brand charter for the Financial Services platform. Built the design, content and consumer insights team from the ground up and drove brand marketing efforts for Tata Neu's lending, insurance, credit and investment verticals.

Stepped into the world of B2B Brand Marketing and had a blast! Was responsible for brand strategy, market development and content creation to align with the brand’s goals of being the most preferred digital payments solution in the country. • Led the brand’s user acquisition and retention campaigns, built video-led digital content & marketing assets • Re-designed Product led marketing efforts into Persona-Led campaigns (specific to EdTech & D2C cohorts) to leverage adoption of these key business personas • Led design and development of Social Media, Content and Marketing Visual Design Playbooks and guidelines across the organisation • Piloted the brand’s consumer research tracks to feed into Product and Design revamp • Led Brand Love and User Engagement campaigns both online and offline

The best role to have amidst India's e-commerce boom! Joined in the Product Marketing team but found my niche in the central brand team, leading parent-brand identity creation and marketing initiatives • Developed brand strategy, identity and communications guidelines for the entire Flipkart ecosystem across Product, Tech, Design and Category functions • Responsible for all platform-level ATL and digital campaigns to drive traffic and customer engagement • Driving brand marketing efforts for Flipkart’s “Next 200Mn” charter with the goal to convert and engage new-to-online customers through voice assistant, vernacular interface and game constructs • New Customer Acquisition projects - developed online to offline marketing strategy efforts for Tier 3 and interior markets, • Winner of 2 awards at Kyoorius Creative Awards 2018 for the Best Integrated Digital Marketing Campaign and Innovative Use of a Social Platform (LinkedIn) • Managing an annual marketing budget of 70 Crores to design a 360 degree campaign to build brand visibility and consideration for Flipkart. This campaign featured in top 25% of campaigns in Google’s Brand Lift Surveys, with 3X uplift in consideration and brand recall.

This was way before remote work was normalised! Wanted to travel and work on the go, so quit my job and worked as an independent content creator and digital strategist for brands varying across travel, matrimonial services, children's literature, education and technology sectors.

Switched gears from journalism to marketing for a luxury hospitality brand! Built their global communication and PR strategy and got to eat a lot of amazing food along the way :)

Started off as a rookie reporter and moved onto doing extensive field reporting on critical political, economic, sports & human rights issues. My feature story on women athletes in the Commonwealth Games won me a Ramnath Goenka Award for Excellence in Journalism. This is India’s most prestigious media award that recognises outstanding contributions in media

I was extensively involved in scripting and production for daily news as well as special programming.

I handled corporate communications and strategy planning for key clients such as Unilever's Dettol, Veet, Ster Kinekor Cinemas and Emirates Airlines. Took home an insane number of awesome brand goodie bags!