Available · Q1 2026
11:17 IST · Chennai
Sinduja
Sivarajah.
Currently
Brand & Digital Strategy lead for Tamil Nadu Tourism.
Practice
10 years positioning brands before the brief, and protecting strategy all the way through to execution. From award-winning employer brands to government campaigns at scale.
Selected Work
Seven briefs.
One discipline: positioning.
- 01PorterMusical brand film delivered in 45 daysTVCCampaign
- 02Naan MudhalvanBuilt a government brand from zero to 200K organicGovtBrand Build
- 03Intuit IndiaEmployer brand positioning — Kyoorius Blue Elephant winnerKyoorius WinnerEmployer Brand
- 04Antiquity BlueLaunch campaign concept · brief-to-ideationLaunch StrategySpirits
- 05Shoppers StopBrand repositioning pitchPositioningRetail
- 06Signature WhiskySustainability as brand identitySustainabilityBrand Strategy
- 07Tamil Nadu TourismCivilisational heartland — positioning for a global audienceCurrent WorkGovt
01 · Porter
22 Feet Tribal
Ho Jayega
Musical brand film delivered in 45 days
Brand Overview
Porter came with a mandate to bring their new proposition to life — "Delivery hai? Ho Jayega!" — for both B2B and B2C audiences simultaneously. We experimented across concepts. But nothing creates a wriggling earworm like a good musical. We crafted a campaign that made India hum on loop.
My Role
Involved from conceptualisation to scripting. Shoot planned and executed in under a week and a half. Full campaign delivered in 45 days.
01 · Brief
The Problem
Bring a new brand proposition to life for a logistics app — simultaneously for small business owners (B2B) and individual consumers (B2C).
02 · Insight
The Discovery
Every parcel causes stress. Logistics should make life easier — but doesn't feel that way. We needed emotion and reassurance, not a feature list.
03 · Strategy
Music as Strategy
Rational messaging wouldn't cut through. A tagline people could sing is one they'd never forget. Music was a strategic choice — not a stylistic one.
04 · Execution
45 Days End-to-End
Two brand films (B2B + B2C), truck wrap OOH, digital ads, 100-day narrative plan, UGC reel challenge, AR filter, OTT collab, Giphy account.
Days 1–45 Connect · Days 45–75 Convince · Days 75–100 Commercialise. The film, the OOH, the UGC challenge, the AR filter — every piece earned the next.
— On the Porter approach
Selected Outputs
In the wild
45Days
Full campaign from brief to delivery
<10Days
Shoot planned and executed
Organic
Press pickup, no paid placement
02 · Naan Mudhalvan
Tamil Nadu Government
Building Belief at Scale
Built a government brand from zero to 200K organic
Brand Overview
Tamil Nadu's flagship skill development initiative had no brand — just a scheme name and a budget. Target audience: young people from Tier 2 & 3 TN who were deeply sceptical of anything government-shaped. The positioning challenge: make a state scheme feel like it belongs to them, not to a minister.
My Role
Built the brand, voice, content system, PR strategy, and event architecture from zero. Grew Instagram to 200K+ organically. Coordinated 50+ events including two at Chief Minister scale.
01 · Brief
No Brand Existed
No voice, no precedent, no audience trust. Just a government programme and a sceptical young audience from Tier 2 and 3 Tamil Nadu.
02 · Insight
People, Not Policy
The audience didn't trust institutions — but they trusted people who looked like them who had made it. Real proof moved them, not policy claims.
03 · Strategy
Three Pillars
Aspiration — what's possible. Access — how barriers are removed. Proof — real people, real outcomes. Every piece of content mapped to one of these.
04 · Execution
Scale
0–200K organic. 50+ events. Coordinated press across The Hindu, TOI, DT Next, NIE. 1-Year anniversary roadshow across Tamil Nadu colleges.
The story of a brick kiln worker's son cracking UPSC wasn't PR. It was brand strategy. The story was the proof point for the positioning.
— On the Naan Mudhalvan approach
Sub-Campaign · Naan Mudhalvan
Skill Iruku · Dhill Iruku
“If you've got the skill, you've got the dhill.”
A youth-led campaign for Naan Mudhalvan — built to make the scheme feel like a movement, not a memo. Concept + social rollout architected to amplify the platform's three pillars (Aspiration, Access, Proof) through real student voices, college activations and modular content templates.
200K+
Instagram followers, 100% organic
50+
Events, incl. 2 Chief Minister-scale
35%
Rise in women enrolled (Times of India)
Press & Earned
- DT NextBrick kiln worker's son cracks UPSC — credits Naan Mudhalvan
- The HinduSix students visit South Korea under Naan Mudhalvan
- Times of India35% more women in higher education thanks to the scheme
- New Indian Express155 TN candidates clear UPSC Mains exam
- Indian MastermindsBeedi worker's daughter — an IPS journey
- DT Next78,000 students under Uyarvukku Padi scheme
03 · Intuit India
Mad About Digital
Kyoorius Blue Elephant · ABBY Nominated
Do work that matters.
Employer brand positioning — Kyoorius Blue Elephant winner
Brand Overview
Intuit India had a globally-used product and genuinely strong culture — but no employer brand in India. Competing for engineering talent in Bangalore against Google, Flipkart, and every funded startup. The answer: depth of problem over speed of growth.
My Role
Positioned Intuit as the employer for engineers who want depth over speed — work that affects 100M+ people's financial lives. Not the fastest company. The most meaningful one.
01 · Brief
Invisible Employer
No employer brand recognition in Bangalore's hyper-competitive talent market. Competing against Google, Flipkart, Swiggy, and well-funded startups.
02 · Insight
Thin vs Deep Problems
At startups you solve thin problems fast. At Intuit you solve genuinely hard problems affecting millions of real people's financial lives. Different ambition.
03 · Strategy
Own "Meaningful"
Position Intuit for engineers who are already good enough for Google — but want something more purposeful. Don't compete on speed. Own depth.
04 · Execution
Award-Winning
Real employees, their own language, no corporate polish. Activated across social, digital and mainline. Kyoorius Blue Elephant won. Candidate quality improved.
The positioning had to feel earned, not claimed. The Kyoorius was proof the strategy was right. But the real win: candidate quality improved.
— On the Intuit India approach
Selected Outputs
In the wild
Kyoorius
Blue Elephant — India's most prestigious creative award
ABBY
Nominated at the ABBY Awards
↑Quality
Inbound candidate quality improved
04 · Antiquity Blue
22 Feet Tribal
Pitch / Concept — not executed. Shared to demonstrate brief-to-ideation process.
Blue Door to Discovery
Launch campaign concept · brief-to-ideation
Antiquity Blue · Launch Strategy · Spirits · Concept
Brand Overview
Antiquity wanted to appeal to a younger audience through artistic expression and discovery. The campaign concept centred on the Blue Door — a metaphor for stepping into something unexpected. The pitch proposed 3 phases — Pre-launch, Launch and Sustenance — each using the Blue Door as both a physical and digital device.
My Role
8 artists · 3 phases · AR takeover · Immersive event · YouTube series
01 · Pre-Launch
OOH AR Takeover
Overnight Blue Door takeover in target cities. QR codes unlock an AR experience — 8 artists emerging from the Blue Door.
02 · Pre-Launch
Instagram Archive Reveal
Two creative sets posted simultaneously — pre-launch visible, launch archived. On reveal day, the full grid tells the story.
03 · Launch
Immersive Event
One venue, multiple Blue Doors — a different artistic experience behind each. Tickets hidden inside Antiquity bottles via QR code.
04 · Sustenance
Out of the Blue Door
10-part YouTube series. Spin-the-bottle format — live audience, 10 artists, randomised performances. Golden ticket mechanism for access.
Idea: Blue Brush Collective — the world's largest digital mural, an AI tool trained on 8 dying Indian art forms. Revival through technology.
— On the Antiquity Blue approach
Selected Outputs
In the wild
Read the work
05 · Shoppers Stop
DDB Mudra Group
Pitch / Concept — not executed. Shared to demonstrate brief-to-ideation process.
Shopping Made Personal
Brand repositioning pitch
Shoppers Stop · Positioning · Retail · Concept
Brand Overview
The brief was to resurrect India's foremost retail icon — awaken the sleeping giant and make it relevant to a new generation of shoppers. The proposed positioning territory: genuine human personalisation — the one thing Myntra, Zara, and H&M fundamentally cannot replicate.
My Role
Positioning line pitched: "Shopping Made Personal." Arrived at through market visits, mystery shopping, consumer surveys, social listening, and competitive analysis.
01 · Research
Deep Digging
Market visits, mystery shopping, store-manager chats, quantitative surveys, social listening, search behaviour, category audit, international inspiration.
02 · Insight
People Want to Be Seen
Cultural trend: "See me, understand me, respect me, love me." 69% of SS loyalty driven by personal service — not price, not range. 80% repeat business.
03 · Strategy
Own "Personal"
The one territory no digital-first competitor can replicate — genuine human personalisation. Not algorithmic retargeting. Human interaction and emotional intelligence.
04 · Pitch
360° Concept
Launch films, OOH, interactive try-on screens in-store, trial room phone stands, gifting strategy, IPL Personal Gifting League, Bootcamp content series, social BAU.
"Shopping Made Personal" — not a tagline, but an operating principle. From staff training to loyalty communication to gifting as a category Shoppers Stop could own.
— On the Shoppers Stop approach
Read the work
Want the whole story?
06 · Signature Whisky
22 Feet Tribal
Pitch / Concept — not executed. Shared to demonstrate brief-to-ideation process.
Not Leaving an Imprint
Sustainability as brand identity
Signature Whisky · Sustainability · Brand Strategy · Concept
Brand Overview
The pitch proposed to position Signature as the whisky with sustainability credentials in India — not as a CSR add-on, but as a core brand identity before competitors claimed the space. Central proposition: "We create a Signature by not leaving an imprint."
My Role
Sustainability woven through the product itself, never treated as an isolated message.
01 · Brief
Own Sustainability
Signature had genuine credentials — recycled glass, natural ingredients, FSC-certified packaging. Task: make these the primary brand identity before competitors claimed the space.
02 · Insight
39.6Mn Green Seekers
Of 64Mn category audience, 39.6Mn are sustainability-minded. These "Green Seekers" are optimistic, premium-leaning. Sustainability = elevated lifestyle marker.
03 · Strategy
Medium = Message
Sustainable Advertising for a Sustainable Whisky — ads designed to disappear after viewing, reducing the brand's own carbon footprint. A category first.
04 · Execution
Three Phases
Launch: disappearing ads. Amplify: influencer engagement. Sustain: Signature Bars, Recycled Gigs (crowd energy powers the venue), Signature Shuttle, Ecojis.
Every average campaign emits 5.4 tonnes of CO₂. Ads that disappear after viewing reduce the brand's own footprint — making sustainability tangible and brand-consistent.
— On the Signature Whisky approach
Selected Outputs
In the wild
Read the work
Want the whole story?
07 · Tamil Nadu Tourism
TTDC · 2026
Global Tourism Summit
Civilisational heartland — positioning for a global audience
Tamil Nadu Tourism · Current Work · Govt · Tourism
Brand Overview
Leading branding, social media, and digital communication strategy for Tamil Nadu Tourism — positioning the state as India's civilisational heartland for a global audience. End-to-end involvement in the Global Tourism Summit 2026 — session planning, speaker coordination, promotional communications, event design, and launch video production.
My Role
Coordinating with senior government stakeholders, regional teams, artists, creators, and international media partners across large-scale tourism campaigns.
01 · Scope
Brand & Digital Strategy
Branding, social media, and digital communications strategy for Tamil Nadu Tourism, positioning the state as India's civilisational heartland for a global audience.
02 · Summit
Global Tourism Summit 2026
End-to-end session planning, speaker coordination, promotional comms, event design, and launch video production.
03 · Stakeholders
Senior Government & International
Senior government, IAS-level officials, regional teams, artists, creators, and international media partners.
04 · Channels
Multi-Channel Activation
Digital, broadcast, and events running simultaneously across large-scale tourism campaigns.
Tamil Nadu is not a destination. It is a civilisation — older than most national identities — and the brief is to make the world feel that.
— On the Tamil Nadu Tourism approach
GlobalSummit
2026 — sessions, speakers, design, launch film
MultiChannel
Digital, broadcast and events simultaneously
IASlevel
Senior stakeholder management & intl. partners
About
I work on the positioning question first — and protect the answer all the way through to execution.
Ten years across consumer brands, employer brands, government campaigns, and category challengers. I've built a brand from a government scheme and a budget (Naan Mudhalvan), positioned a global product against the funded-startup gravity well (Intuit India), and shipped a musical that delivered 45 days end-to-end (Porter).
I tend to be useful before the creative brief is written — when the question is still about what the brand should mean and to whom — and again at the end, when the work is about to land, and small choices decide whether the strategy survives the page.
Currently leading brand and digital strategy for Tamil Nadu Tourism and the Global Tourism Summit 2026.
Recognition
- Kyoorius Blue Elephant Winner
- ABBY Awards Nominee
- Press: The Hindu, TOI, DT Next, NIE
Discipline
Brand positioning · Employer branding · Government & public sector · Campaign strategy · Creative direction · PR & events architecture · Content systems
Get in touch
Have a brief?
Let's begin with the
positioning question.
Sinduja Sivarajah
Brand Strategist & Manager · Chennai, IN
© 2026 — All work shown with permission of respective agencies & clients.