About
Keep It Sustainable Stupid (KISS) was a social media brand on a mission to simplify sustainability and make it fun for the millennial and Gen-Z audience in India. In just one year, KISS had an organic following of 5000+; it got covered by reputable Indian brands like 200 Million Artisans, Sirohi, CNBC-TV18, and I was also one of the three entrepreneurs selected to join The Common Room Foundation, an incubator in New Delhi to develop a business plan. My mentors were V.Sunil & Mohit Dhar Jayal (ex-Creative Directors at Wieden & Kennedy India) and Bejul Somaia (Partner at Lighthouse Venture Partners).Instagram: @keep_it_sustainable_stupidKeep It Sustainable Stupid
Role: Founder & Brand Strategist
Duration: Mar’20-Jan’22
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Sustainability is a complex topic with no straightforward answers. It was difficult to find trustworthy sources of information online that were non-preachy, simple, and exciting to read. There was also a need to brand sustainability and make it visually appealing to the younger generation.
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Since the conversation around sustainability was picking up steam in India, there was a strong need for a trusted information source that could bridge the gap between C-suite talks and consumer interests. KISS became the go-to place for information that was relevant and to the point with a tone of voice that was witty, easy-going, and humorous.
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My team of three women and I ideated, researched, and wrote the content for Instagram using a mix of carousel, Reels, and memes. In less than two years, KISS had a following of 5000+ Millennials and Gen-Z’ers on Instagram with zero paid marketing, and we had over 20,000 per post impressions. KISS was also featured in numerous Instagram pages and interviews including CNBC-TV18, 200 Million Artisans, The Sustainability Journey podcast on Spotify, Sirohi, The R Collective, and The Green Maven. We received amazing feedback on how users loved our straightforward approach and how our insightful posts were making them rethink their buying choices in India.
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