Brand Strategy · Consumer Insight · Consulting
Yugika Mital
I build brands at the meeting point of data, consumer insight and storytelling.
Brand Strategy · Consumer Insight · Consulting
I build brands at the meeting point of data, consumer insight and storytelling.
What makes a brand matter to the people it serves? That question sits underneath everything I do.
My work starts from a simple conviction: for all the technical progress reshaping marketing, a brand still lives or dies by how closely it stays connected to the consumer pulse.
My path runs across all of it: traditional and digital media, brand launches and client work, IIM Bangalore and the consulting floor.
Qualitative research and focus-group work that turns behaviour into strategy a team can act on.
Positioning, launches and rebrands across markets, keeping the idea coherent as it scales.
Consulting-grade analysis and ownership of outcomes, so creative work stays accountable to the business.
A relaunch built to lodge in memory and give a youth brand fresh cultural currency.
View campaign →An inclusion-led idea for Black & White that turned a beverage into a reason to talk.
View campaign →Launching a premium sub-brand from the ground up, from name to first campaign.
View campaign →The first global rollout of a heritage whisky, from brand book to launch visuals.
View campaign →Helped companies work through some of their hardest strategic questions, cutting large, tangled problems down to clear answers a leadership team could act on.
Ran point on premium lifestyle and spirits brands, keeping clients close and turning what was moving in culture into work that young audiences noticed.
Global brand work inside one of the world's largest agencies: a heritage spirits rebrand and a premium fashion sub-brand launched from scratch, often in the room with senior leadership.
Where I started: consumer research and multi-brand account work at a legendary creative shop, learning how a real read on people becomes strategy.
A brand to shape, a campaign to crack, a collaboration, a project, or simply a thought worth trading. If you're working on something interesting, or think I could help, my door is open for partnerships and good conversation alike.