RINI BANKHWAL

CUSTOMER ACQUISITION & GTM

NicoRadio | Introducing the sound of a brand

As the Head of Brand Partnerships and Communication at Nicobar, India's first omnichannel sustainable lifestyle brand, I launched NicoRadio: the sound of Nicobar, an element of the brand that extended to audio. We wanted our customers to take Nicobar with them everywhere, even when they were not shopping. We also wanted to a create a brand recall that was almost as sharp as our memories: music. The concept revolved around collaborating with indie homegrown artists to create a unique playlist for Nicobar that would then be played across all the stores and the website. Within 3 months of its launch, NicoRadio was our trending hashtag on social-media and saw an increased 120% browser time on the website while the music was playing.

#DotheRex | Driving impactful cultural narrative through power of digital

As Online Visual Merchandising and Content Manager, drove the campaign for World AIDS Day with Durex.

Sex is a big taboo in India, leading to shockingly low over-the-counter purchase of condoms, especially by women. However, online, the same audience is easier to convert. With witty wordplay, local slang, discounts and shipping in “discreet more”, the campaign was able to generate 3X in the first two days, resulting in customer acquisition from conservative Tier III cities, that contributed to 30% of the revenue.

Gifting at Nicobar | Story-telling for Customer Acquisition

Rationalized surplus inventory by repurposing products by positioning new category leading to acquisition of 10200 customers and $1.2M revenue