Paridhi Joshi – Marketing & Brand Positioning Portfolio

Positioning from scratch

How I decide what a brand stands for, and who it stands against.

Buzzword Global Services About Us creative

Buzzword Global · Marketing Manager · Jul 2024–present

22+ clients in two years

The brief: position an HR partner as efficient, flexible and affordable, and keep both clients and candidates coming.

The move: own marketing end to end, from research to campaigns, tailoring the approach for each client, including Hindware, Nerolac, Starwire, Greenlam and Trinity Touch. Ran email campaigns that consistently open at 30–40%. Built a candidate community through a WhatsApp campaign. I ideated the creatives from scratch and shaped how the brand is perceived by clients and candidates.

HindwareNerolacStarwireGreenlamTrinity Touch

22+clients

30–40%email open rate

5–7%click rate

Buzzword Global · Project

PerfeCXO: expert interview panels for hard-to-hire roles

My role: I owned the go-to-market strategy and positioning, client outreach, the pitch deck and all of the creative and marketing.

The idea: hire for niche and leadership roles without the guesswork. Candidates are interviewed by practitioners who have done the job, so decisions are faster, fairer and better informed.

How it works: (1) set up a domain-matched panel, (2) screen resumes, (3) run a task the client approves, (4) hold 45-minute recorded video interviews for the final 4–8 candidates, followed by a detailed report.

4 stepsfrom panel to report

India House: positioning, perception and creative ideation

One brand, end to end: how it was positioned, how it was perceived, and the creative ideas behind it.

India House · Marketing & Communication Associate · Apr–Sep 2025

Taking India House's LinkedIn from 500 to 7,000 followers in six months

The brief: create awareness around the Policy Pioneers Program and generate leads and applications.

My role: I ideated the creatives from scratch, positioned the brand, and worked on how it is perceived.

The move: ran the full social and email campaign across paid and owned channels. STIPC, a 100-seat, week-long challenge, was the awareness play for the program. I led creative direction, tested with A/B, tracked CTR, CPL and UTM metrics, secured partnerships with Step Ahead, Lawctopus and NGO Box, and built a WhatsApp community.

500→7,000LinkedIn followers

10 lakh+reach on the Policy Pioneers Program

500+WhatsApp community

3portal partners

India House · Positioning, creatives & emailers

Positioning against generic certifications, and the creatives and emailers behind it

Positioning: general policy certifications are theory-heavy, classroom-based and generic. I positioned the Policy Pioneers Program as practitioner-led, domain-specific and hands-on, with a live project, career sessions and IIM Raipur and IIT Delhi’s Public Systems Lab as knowledge partners.

Creatives: I designed the carousels and posters from scratch, including a comparison carousel against a general certification. Each STIPC poster starts from an everyday frustration (delivery pay, flooded streets, blocked OTT shows) and shows the policy behind it.

Emailers and newsletters: I wrote the STIPC emailers and the Lawctopus and NGO Box newsletters, with UTM-tagged links, and followed each send through to application. Lawctopus has carried the program again since, most recently for the Winter Cohort 2026.

Read the latest Lawctopus collaboration

Positioning carousel

Policy Pioneers vs general policy certification, slide 1

Policy Pioneers vs general policy certification, slide 2

Policy Pioneers vs general policy certification, slide 3

Policy Pioneers vs general policy certification, slide 4

Policy Pioneers vs general policy certification, slide 8

Creatives

STIPC emailers

Subject lineDo you know how much your delivery guy actually gets paid?

The ₹150 you pay for your food? Your delivery partner might be getting less than ₹20 out of it.

All of this is because of how platforms, policies, and loopholes shape what’s fair and what’s not. If you’ve ever questioned things like these, you’re already thinking like a policymaker.

Welcome to the Start Thinking in Policy Challenge by India House.

Starts 17th May till 25th May 2025 · Takes just 10 minutes a day · Free. Insightful. Action-oriented.

Join the Challenge Now

Subject lineTired of seeing trash everywhere? Here’s the real reason.

Ever noticed how some areas are spotless while others drown in garbage? It’s not just bad luck, it’s bad implementation of policy.

Behind every overflowing bin is a chain of decisions about funding, governance, accountability and loopholes no one talks about. If you’re curious (or frustrated) enough to ask why, you’re ready to explore public policy.

Join the 7-Day Policy Challenge.

Starts 17th May till 25th May 2025 · Takes just 10 minutes a day · Free. Insightful. Action-oriented.

Join the Challenge Now

32,164Lawctopus outreach

40.39%open rate

2,506sessions from Lawctopus

3portals tracked

Brand perception

Earned media and credibility: shaping the impression a brand leaves in the press and with partners.

Influencer outreach and Indulge listicle slide

Value 360 Group · PR Intern · Mar–May 2024

PR for brands like Kia, The Body Shop and Hunch

The move: pitched influencers for evolv28 and Kia, wrote articles and listicles (a serums listicle was published in Indian Express's Indulge), researched speaker and award opportunities, and did media outreach. I also built client review reports for Raj Diamonds and monthly, quarterly and annual reports for Hunch and Livpure.

I worked across all 12 client brands: The Body Shop, Swiss Beauty, Kia, Paytm, Livpure, Hunch, evolv28, Raj Diamonds, Aquaconnect, CityKart, Amé Organic and Miss World 2023. Coverage I tracked included outlets like Zee News (27M publication reach).

12client brands

Reportsmonthly to annual

Indulgelisticle published

Influencersoutreach for 2 brands

₹7 lakh from SilverSeven International

Enactus VIPS · Head of Corporate Affairs & PR · Sep 2023–Jul 2024

Securing ₹7 lakh for Entwine

The brief: give brands a clear reason to back a student-run sustainability fest.

The move: built the sponsorship deck with four tiers, ₹1–5 lakh, and proof from the earlier edition, and closed Silver Seven at ₹7 lakh. Led 14 team members and 30 volunteers across a business plan competition, a corporate extravaganza and an entrepreneurial panel. Set up the Business Advisory Panel and the chapter's LinkedIn account.

In the press: SilverSeven's founder spoke about our Project Tahsin in Forbes India Marquee, and I spoke about it on Radio City 91.9 for their Women's Day feature.

₹7 lakhsponsorship

10,000+footfall

200+people led

Brand voice & messaging

The same brand, sounding right in every format. Emailers are in the India House campaign above.

Blogs

SaffronStaysSee sample

Listicles

Amé Organic · Raj DiamondsSee samples

Product descriptions

HealthKart · MuscleBlazeSee sample

Webpage headers

HealthKart

Newsletters

India House · Lawctopus · NGO BoxSee performance

Emails

India House · BuzzwordSee emailers

Instagram & LinkedIn posts and captions

India HouseSee creatives

FAQs

India House · Buzzword · Hindustan Times

HealthKart HK Vitals Calcium meta title, description and product copy

Hindustan Times · Content Intern · Jun–Aug 2022

15 articles, 10,729 words for MuscleBlaze, HealthKart and SaffronStays

Wrote web page headers, product descriptions and blogs for MuscleBlaze, HealthKart and SaffronStays: meta titles and descriptions, benefit sections and SEO-friendly copy that matched each client's brief.

Published for SaffronStays: “Avoid these 8 mistakes if you own a vacation home” and “Why is Uttarakhand the best place for a vacation?”, a seven-reason guide that weaves in six SaffronStays homes across Dehradun, Mussoorie and Mukteshwar.

15articles assigned

10,729words written

3client brands

Writing samples

Product copy, a blog and a listicle

**HealthKart · Product description**HK Vitals Muscle Builder

**SaffronStays · Blog**Avoid these 8 pitfalls if you own a vacation home

**Amé Organic · Listicle**Top 6 serums for glowing skin this summer

More projects

Campaign thinking beyond the day job.

Project Tahsin

Chapter flagship: a women-run circular fashion venture that supported my sponsorship and PR story.

2,350 kg katran recycled · Forbes India Marquee · Radio City 91.9

Will you @TeachForIndia?

Digital campaign for the Digital Marketing Academic Conclave, Feb 2024.

Targets: +15% students, +25% fellowship

Coca-Cola CSR analysis

Does sustainability fit the brand? A case built on revenue and reputation.

Also on the record

Aug–Sep 2023

Comviva (Tech Mahindra) · Marketing & PR Intern

Competitor and media-trend analysis to sharpen positioning

Jun–Aug 2023

Punjabi Angithi · Academic project, Integrated Marketing & PR

Ran the integrated marketing and PR campaign for the cloud kitchen chain
Collaborated with food creator @paidaishi_foodie on a Reel: 232K views and +20% Instagram followers

View @paidaishi_foodie Watch the Reel

Awards

Leadership

Winner, Business Plan Competition by SSCBS and Miranda House, 2023
Head of Hindustan Press, VSLLS Youth Parliament 2024
Head of Marketing and Sponsorship, VIPS Spandan 2023

Toolkit and learning

Google Digital Marketing coursePower BI course, Office MasterMeta AdsLinkedIn Campaign ManagerGoogle Analytics 4HubSpotMailchimpSEO / SEMA/B testingUTM, CTR & CPLWhatsApp communitiesCanvaWebsite designExcel

Academics

9.03/10CGPA, B.A. Journalism & Mass Communication, VIPS (GGSIPU), 2021–2024

Rank 130IPUCET 2021

9.90/10CGPA, Class XII (AISSCE), Cambridge School, 2021

Giving back

Opkaar Foundation

Volunteer · Apr 2022–present

Non-profit running drives and events for the needy.

Apeksha

Volunteer · Jan 2021–present

Non-profit working towards various social causes.

Off the clock

I read crime thrillers, and I once ran a crime blog.

Crime Chronicles started in 2022 as a first-year project. I planned it like a content calendar, with a themed segment on set days.

Read Crime Chronicles

MONMystery Mondays

TUETrue Crime Tuesday

SATSerial Killer Saturday

What clients say

“

Paridhi Joshi is a student of Vivekananda Institute of Professional Studies. She is sharp, focused, and a proactive person. She helped us sign our collaboration MOU where the winners of the competition would get scholarships to attend the “International Startup Enrichment Tour to Singapore” and “National Startup Enrichment Tour to Goa”. We were very impressed with her personality and prompt response. We wish her all the best in her future endeavors!!

Vishal KumarAn IITian who travelled 25 countries · client, January 8, 2024 · LinkedIn recommendation