InterTwined

11/04/2025

As part of our 11 years of Intertwined celebrations!! Sharing a video collage of our past works!! Here's to a nostalgic journey.

11/04/2025

Today we finish 11 years of Intertwined. This day comes with immense learning and gratitude.

We had 9 amazing years and 2 terrible years in this journey of 11 years. Entrepreneurship taught us lessons, no other experience can teach us.

It made us get more in touch with our instincts.

It made us understand business like no business school can teach us.

Made us understand the value and pain of our clients business challenges and expenses.

Made us learn the power of resilience and adaptability.

We learnt the fine art and science of building teams and pivoting mindfully in this new dynamic and volatile world.

Most importantly it taught us the power of humility and the spirit of always learning.

As we embark on the next year of our journey. Sending heartfelt gratitude to our clients, team mates, old colleagues and collaborators.

The universe is calling us for another year of learning and building Intertwined to a more evolved business consulting and full funnel solutions firm for clients across India and the world.

Thanks a ton again everyone!! Cheers

11/04/2025

It gives us immense joy to see India progressing not just in big cities and metros. But the next level towns and cities. For us at Intertwined it was an eye opening experience to understand Ranchi and Jharkand consumers, their growth and aspirations. From frequent trips to Europe and buying European luxury brands, to the popularity of Japanese food. The new generation and affluent of Jharkand are today wanting the same international living as their counterparts anywhere in the world. Testimony to the rising spirit of India in this century. We at Intertwined embarked on this journey with research, consulting and corporate brand strategy and as a first step to our engagement the fresh new corporate identity for the new luxury real estate player in India. Thank you Naisho Abraham for the amazing design work. Special thanks to our client Aditya Dhanuka and our team for the amazing support, insights and ongoing fun at work. Sharing a glimpse of where we are headed. And more as we unfold this journey.

01/04/2025

01/04/2025

https://www.linkedin.com/pulse/musings-future-marketing-circa-2034-divya-pratap-mehta-zfnrc

I was thinking of circa 2034 and the future of marketing services: Let us think of a scenario where a client wants to launch a genetic intelligence driven skin care range. This product is especially more effective for skin care problems as it is backed by genetic intelligence driven by Ai which has

07/03/2025

Women's empowerment is a cause very close to our heart. At Intertwined Brand Solutions we did our bit in 2015 to raise awareness and support. We not only launched India's first social brand where a part of its profits was committed to Women's Empowerment. We also created content that was inspiring for other women. Here is a film of Sakshi who became a world boxing champion. Hope you enjoy the film. BTW the girl in the film is not an actor but a real sports person and was partly shot in her village. Not to mention our David attempt with relatively meagre budgets. Happy International Women's Day

10/01/2025

How can we build a more sustainable future? Some views on how brands can champion and embrace mindful consumption and mindful marketing in 2025.

To make sustainability a core value in 2025, experts highlight actionable trends like regenerative marketing, circular economy initiatives, and more to create genuine impact and trust.

12/11/2024

Sharing my 2 cents on our collective responsibility and opportunity to lead the conversation on mindful consumption, growth and sustainability. Would love to know your views.

As India rises, can it build a sustainable consumer model—one that balances growth with mindful consumption and avoids the pitfalls of Western capitalism?

09/11/2024

Case study enhancement and video storytelling

09/11/2024

India Wedding Campaign – 2018, Global Campaign India Rendition, Campaign Strategy, Marketing, Press, Films & Production

09/11/2024

Our Nutrela Story

Building exponential shareholder value by repositioning for the future and launching new products for growth

Challenge:
Nutrela was a 30 year old player in packaged soya with stagnant growth and facing heavy competition from giants like Fortune and Saffola. How do we unlock a deeper equity of Nutrela to counter competition and allow for growth through new product categories.

Business & Brand Strategy:
We did a deep equity study and concept testing for the new brand proposition. The heart of the exercise was to identify a pivot for the brand which will make it relevant to young Indian’s and put us on a growth orbit. We identified superior nutrition as a key need in the post-pandemic India and also a core equity of Nutrela. This pivot was the starting point for identifying growth categories and the new brand promise. We launched and created two product lines for future growth, Maxx Millets (Ragi Choco, Instant Oats, Millets Muesli), Maxx Nuts (Almonds, Pistachio, Walnut, Cashews). We further did a brand architecture and packaging refresh to bring the new brand strategy to life.

Core Brand Proposition:
We took the brand on a pivot from Soya, Protein and Healthy Convenience to a Powerhouse of Superior Nutrition. PS: Exact brand proposition not revealed.

Insight:
A new India that wants to thrive and fulfil aspirations fast with superior nutrition as the fuel

Reason to believe:
Nutrela Soya is one of India’s pioneer in marketing a super food with holistic superior nutrition. With holistic health benefits and a high source of protein.

We also did a tactical campaign, Asli Chuno, Healthy Raho to counter Fortune and Saffola.

Results:
The stock price grew by over 50% after the reengineering and launches. The brand has been maintaining its market share and growing topline yoy.