Branding · Campaigns · Operations
Built Ads That Drove Revenue and Brand Equity
Client — HomeLane
Role — Creative Supervisor, Copy
My Role
One of India's biggest interiors brands, HomeLane spoke in many formats. My job was to keep the voice the same. All ads and brand communications were routed through me for the final edit. I pitched ideas, built campaigns, wrote performance ads, the website copy, and supervised a team of 3 designers. I owned every message a customer got. From the first reply after an ad click, to the purchase, to the service offer after one year. Every email, every WhatsApp.
Campaigns
Valentine's Made Easy
It's impossible to find a dinner reservation on Valentine's day. Right? Not if you're a HomeLane customer. Every HomeLane store had a living room on display. We converted them into a romantic dining spot and invited our customers who were mid-project to spend the evening in a living room that could soon be their own. I pitched it to our team. The CMO aligned operations and the Creative Director ran it with a producer. We filmed the activity. I wrote the film.
Modular Like Lego
With modular interiors, you build your home like you played Lego. Executed with one designer. A performance ad that did branding too.
Brand Extensions
Two sub brands launched in my time. I wrote their copy.
HomeLane Luxe
The premium sub brand. High end, deeply personalised interiors.
Cubico by HomeLane
The workspace sub brand. Sharp, functional, for people who mean business.
Product Ads
For every home interiors product we installed, we had a PDF that listed its features and cost. I turned them into print ads.
Customisable Wardrobe
Modular Bed
Performance Ads
Meta and Google ads drove HomeLane's revenue. The performance team sent weekly updates: what was working, what was not, and other brand ads that were pulling numbers. I ran my own research too. Then I made the next batch. Statics with the in-house designers. Videos with external editors. A few I cut myself.
One brand. One voice.