Hetuk Desai

Digital & Content Lead - India - Diageo @DIAGEO India

Bengaluru, IN

I lead the Digital content & Brand strategy and oversee the end-to-end execution for the IMFL portfolio at Diageo (i.e. Royal Challenge, Signature, McDowell\'s No.1 and Antiquity) while holding the creative pen across multiple agency partners i.e. Creative, Digital, Media and Production.I was responsible for leading the content plan for RC X RCB partnership for 3 consecutive seasons and for creating content centered around Virat Kohli across the year. I led the iconic Royal Challenge Hookstep activation on social and Instadia during the last IPL season which garnered 9M views organically with Engagement rates grossly exceeding industry benchmarks while also getting us a Broadcast feature. I was driving the content plan on Signature X Ziro festival for 3 seasons working across multiple teams for Content creation, to Creative strategy and Media execution. I am driving the 52 week engagement plan to create social first, culture cool content to deliver high engagement, creative excellence and positive business impact. This is a massive change from seasonally driven campaigns to an always-on consumer out approach of celebrating everyday moments. I also identify opportunities for brand collaborations to drive meaning, distinction and saliency. I partner with cross functional teams to deliver brand IPs and high performance brand campaigns.

The Maharaja Sayajirao University of Baroda

Bachelor of Business Administration (B.B.A.), Marketing

Xavier institute of communications

Master's Degree, Advertising and Marketing

St. Xavier's College

Mass Communication , Marketing and Advertising

ICFAI Foundation for Higher Education, Hyderabad

Master of Business Administration (MBA), Marketing