An embedded engagement — Deepak worked inside the Rigi and GapUp team, owning social-media direction and wider campaign strategy.
THE ROLE
Embedded inside the team, Deepak owned the brand’s social-media direction and its wider campaign strategy.
The role extended beyond executing a posting calendar.
It involved shaping how the brand participated in culture, communicated finance and built larger campaign moments.
THE SITUATION
Finance brands frequently communicate through features, educational posts and promotional announcements.
But younger audiences do not experience money as a collection of product features.
They experience it through ambition, anxiety, creators, humour and everyday decisions.
WHAT WAS ACTUALLY BROKEN
The brand needed to earn attention without losing the credibility expected from a financial platform.
That required moving beyond routine educational publishing and creating ideas capable of generating participation, conversation and recall.
WHAT CHANGED
Deepak helped steer the communication towards platform-native storytelling, culturally relevant moments and larger campaign ideas.
Finance was connected with personalities, humour, events and conversations the audience already cared about.
Rigi’s tent-pole moments — the #DhoniSeNahiMangneChahiyeThe brand campaign with M.S. Dhoni, and Prabhav ’23 — moved the brand beyond everyday posting. Deepak led the social and campaign work around both: distribution, creator-led communication and the content system that carried each moment past its launch week.
THE WORK
- Social-media leadership
- Marketing campaign strategy
- Campaign ideation and execution
- Creator-led communication
- Financial education content
- Cultural-moment marketing
- Community and event campaigns
- Instagram and YouTube growth
THE IMPACT
- Instagram grew from 15,000 to 18,000 followers
- YouTube grew from 1,800 to 2,000 subscribers
- Social and campaign leadership across the
#DhoniSeNahiMangneChahiyeThebrand campaign - Campaign leadership on Prabhav ’23, featuring M.S. Dhoni, Tanmay Bhat and Sharan Hegde
The work demonstrated how a finance brand could participate in culture without abandoning education or credibility.
THE TAKEAWAY
People rarely wake up looking for finance content.
They pay attention when finance enters a story or cultural moment they already care about.