Ruosh is a luxury shoe brand with its placement being gentlemen who enjoy the finer things in life and are aficionados of all things high-fashion.
The tone involves minimalistic wit combined with elegant creatives. The brand focused on moment-based marketing and product launches that included tongue-in-cheek humor.
As Copy Supervisor on this brand, I guided Junior Copywriters and ensured all copy and visuals aligned with brand guidelines and goals. I also contributed to social media campaigns and managed 'hygiene' posts or the monthly social media calendar.
Ergotech Lite - 'Lighter Than' Campaign
The Ergotech Lite product line featured professional footwear designed to be exceptionally lightweight—unlike traditional alternatives—while maintaining a stylish aesthetic.
I conceptualized a humorous digital campaign that contrasted the footwear’s weight against everyday light objects.
Visually, we brought this to life using a balance scale and sharp, witty copy to show that the Ergotech Lite line comes remarkably close.
The campaign produced a 15% increase in CTR and a 1.5x boost in social engagement on the brand page.
Moment Marketing:
A Gentleman's Game. A Gentleman's Style.
In India, cricket is akin to a religion—and the 2019 World Cup sparked unprecedented fervor as the national team battled its way to the semi-finals.
With the majority of Ruosh’s target demographic tuned into the event, it was prime real estate for high-impact moment marketing.
The Ruosh Copy team capitalized on this high-energy momentum, deepening consumer connection by reacting to live match events in real time. By anticipating potential game outcomes, we were able to launch context-aware copy and visuals at the exact moment of impact.
I contributed a few of these creatives, successfully capturing fan attention and generating a wave of organic reshares via the trending #CWC2019 hashtag.
Moment Marketing:
Compliment your Mirror Day
Continuing our real-time engagement strategy, we leveraged 'Compliment Your Mirror' Day—an occasion centered on self-affirmation.
We posted a tongue-in-cheek creative acknowledging that while our customers already possess all the confidence, Ruosh shoes serve as a visual cherry on top when looking in the mirror.
Moment Marketing: Valentine's Day
Following the introduction of the women's line, Valentine's Day served as the perfect strategic window for a soft launch.
I conceptualized a witty digital campaign centered on a playful double entendre: finding the perfect romantic partner versus finding the perfect pair of shoes.
