01Consumer KnowledgeLed
One survey, millions of cities called home.
Citizens answer when the question feels like theirs. I framed the ask around the city each person calls home, so rating it felt like speaking up for it.
Ease of Living 2022: asking a country how its cities feel to live in
The shiftA government survey→A citizen’s say in their own city
The impact
37M+people reached
16K+mentions across platforms
11.5%engagement on LinkedIn, 3.6% on X
The story in four moves
Client inputMy work-
Client input · 01 They came with
The Ministry of Housing and Urban Affairs needed citizens across India to take part in the Ease of Living survey, which measures quality of life in Indian cities, within a November to December 2022 window.
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02 I found
A survey reads as paperwork until a citizen sees their own street in it. Participation grows when the ask feels personal: my city, my say.
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03 I built
The campaign idea, #YeMeraShehar, its song, made with a songwriter and a musician, and the campaign identity, rolled out across social platforms for national reach.
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04 It changed
37M+ people reached, 16K+ mentions, and engagement of 11.5% on LinkedIn and 3.6% on X.
My part
I led the campaign strategy and created its identity, as a Junior Brand Strategist, with the studio team producing every asset.
Across 4 brand areas
Led4areas end to end
Shaped0my direction, built with others
Supported0I contributed
02Visual Identity DirectionLed
One identity a whole country could recognise.
I created the campaign identity: one look that held across every city and platform, so each post read as part of the same national ask.
03Brand StoryLed
#YeMeraShehar: this is my city, and a song to say it.
I created #YeMeraShehar, the idea that turned a national survey into a personal claim, then collaborated with a songwriter and a musician to turn it into the campaign song, so citizens could sing about the city they call their own as well as share it.
04Strategy and OperationsLed
Built for reach, read for engagement.
I ran the rollout across social platforms through the survey window and tracked what landed: 16K+ mentions, with engagement of 11.5% on LinkedIn and 3.6% on X.
My map on this project
What it took to run a national citizen campaign, and where I stood.
Led end to endShaped my direction, built with othersSupported I contributed, others owned it
In association withMouse & CheeseRun at Mouse & Cheese for the Ministry of Housing and Urban Affairs, in my first two years at the studio.