Adulting With MindPeers

Situation: MindPeers wanted to strengthen its brand equity in the South of India, particularly in key cities like Bangalore, Mumbai, and Pune, where it was lagging behind competitors. At the time, the brand's equity was ranked at #6 in the mental health space

Task: Create a campaign that would resonate with a broad audience in these regions, without being too niche, while building a distinct identity for MindPeers.

Action: I helped design a campaign around the theme of 'adulting and life transitions,' tackling mental health from multiple perspectives:

• A clinical study (worked well with PR)
• Lived experiences (worked well with influencer onboard)
• Humour oriented (worked well with digital landscape)
• A pan India college roadshow (worked well for offline engagements)

Result: The 45-day campaign led to a significant jump in brand equity, moving MindPeers from #6 to #2 in the mental health space. Additionally, it contributed to a 38% increase in revenue, cementing MindPeers' presence in the target cities.