Sadhika | Social Media & Content Strategist
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Luxury Brand Management - Swadesh
Project Type
Luxury Marketing
Roles, Responsibilities and Results
Swadesh is a homegrown luxury label under Reliance, and my job was to keep it constantly visible. Not just during big moments, but in the everyday rhythm of social. That meant running 15+ campaigns and 12+ content calendars a year, each one tailored rather than templated.
A big part of the work lived in people, not just posts. I ran full-cycle influencer marketing — scripting and ideation included — bringing in top influencers for new store launches and festive season moments, when the brand needed to show up everywhere at once. I also covered events live: shooting and posting real-time story content so audiences got to experience launches as they happened, not just read about them after.
Behind the scenes, I kept a constant pulse on the brand's online reputation — tracking 5,000+ mentions a month, managing responses, and turning that listening into sharper content decisions. Monthly reporting closed the loop, translating all of it into insights that kept improving performance over time.
The biggest test of all this came with the Mumbai store launch at the iconic Eros Building, timed alongside the e-commerce site going live. We opened with a pre-launch moment — immersive craft installations across the city celebrating Indian craftsmanship — before the main event: 5,000 exclusive newspaper jackets distributed with The Times of India, turning a morning ritual into a collectible brand moment. Online, we brought in Sonam Kapoor, Genelia D'Souza, and Vidya Balan, alongside a network of nano-influencers.
Results: 150M+ impressions, 30,000+ link clicks, 35% growth in engagement, 20% YoY follower growth, a 120% increase in brand reach, and a 15% lift in sales — with campaign ROI improving 25% along the way.
Swadesh is a handcrafted Indian luxury brand and a division of the Reliance conglomerate. Established in 2023, it spans six categories which apparel, art & decor, jewellery, furniture, home linen, and wellness — brought to life across two flagship stores in Hyderabad and Mumbai, alongside a growing e-commerce presence.