what are we but our stories?
-James Patterson
Reflecting on my odyssey & the lessons I have learned along the way!
Dhwani
Mehta
Stories have been around since the genesis of humankind.
I find them interesting as they define who we are and where we come from.
I am in the business of influencing behavior through storytelling, an art that has the potential to shift mindsets and bring revolutions.
my story
dhwani
/dh-w-uh-n-ee/
In the context of Indian classical music, "dhwani" refers to the element of sound or the musical note- an amalgamation of swar, taal and laya.
swar
Swar represents the musical notes, merging seamlessly to form harmonious compositions. It stands as the bedrock of musical creation.
In tracing the very roots of my existence, I attribute it to a myriad of influential factors:
my parents, my aunt, the profound teachings of Jainism, the vibrant tapestry of Mumbai, my art, and the practice of meditation.
taal and laya
Taal and laya signify the rhythmic cadence and tempo within music. Together, it is the framework that keeps everything in sync.
While the foundational pillars have etched my inner values, a multitude of external forces have profoundly contributed to the cultivation of my character; be it moving to the US, my friends, my work, the media I consume, the brands I endorse or the places I travel to.
snippets from the psalm of my life
A strong and selfless woman, raised me in a gigantic city like Mumbai all by herself, inspiring my belief in the power of femininity.
I took a 18 days sabbatical (no internet, no electronics) at the foothills of Gir mountain in Gujarat, India. It has been the most magical experience of my life so far and continues to re-energize me!
my godmother
I have seen both my parents work hard and build a business from scratch since my early childhood. Their impeccable work ethic inspires me to be a strong professional.
my folks
My passion for spoken word and poetry has enabled me to think creatively and express myself freely!
art
Chasing 63 stamps in my National Parks Passport is a dream. I've got 3 down and 60 to go. Hiking and capturing breathtaking sunsets fuel my adventure!
travel
mumbai
The city of dreams that never sleeps taught me to dream big and relentlessly go after it!
jainism
Jainism believes in leading a sustainable life, one which does no harm to any living being. My faith gives me strength, perspective and acts as my moral compass at all times.
meditation
I took an 18 days sabbatical (no internet, no electronics) at the foothills of Gir mountain in Gujarat, India. It has been one the most magical experiences of my life so far and continues to re-energize me!
Projects at a glance
Every piece of story I create holds a piece of me forever.
*Click on the images to view the entire presentation.
Graduate Consulting Projects
All projects listed here were pitched to the senior leadership team of the respective organizations.
Insight Mining & Integrated Campaign
- Unlocked a fan truth: “We all begin rehearsing our orders as soon as we see the golden arches on the highway exit sign.”
- Created a nationwide advertising campaign with influencer partnerships and social media activations for Gen X and Millennials to boost app downloads and increase drive-thru visits
*Click on underlined text to view the entire presentation.
Insight mining & Integrated Campaign
- Using the city as inspiration, the big idea was to leverage Chicago’s cultural vibrance and build off of its "Second City" nickname to make the festival more approachable.
- Crafted 2 integrated advertising campaigns for the 60th festival to boost Gen Z awareness, consideration, and brand favorability through outdoor and social media
*Click on underlined text to view the entire presentation.
Segmentation, Targeting and Position Strategy & Launch Campaigns
- Identified use cases and built personas of various target segments incorporating demographic and psychographic variables based on primary qualitative research.
- Created 2 integrated marketing campaigns and influencer campaigns across various social media channels like Instagram & TikTok.
*Click on underlined text to view the entire presentation.
Go to Market Strategy
- Identified the beachhead segment, devised a 6-month strategy post launch for achieving 13.5% market penetration & prepared budget for CMO's review
- Proposed innovative MarTech like interactive billboards that can be leveraged to communicate the brand’s unique product offering.
*Click on underlined text to view the entire presentation.
Brand strategy Projects
All projects listed here were part of my coursework at Northwestern University.
Reimagined the brand’s purpose to combat zoom fatigue and built an experience plan to execute a new creative platform- “Real Connections”
Rethought the brand’s purpose along with building a creative platform to reconnect this legacy brand and make it relevant to its consumers
*Click on slide image to view the entire presentation.
Built the brand’s purpose based on cultural, category and consumer truths that served all its stakeholders
Audited the Chase brand under the brand architecture of JP Morgan & Chase and recommended strategies to overcome the dissonance between its identity and consumer’s perception of the brand
*Click on slide image to view the entire presentation.
Creative Projects
All projects listed here were part of my coursework at Northwestern University.
Explored the different dimensions in which one of my favorite brands came to life and interacted with its consumers
Discovered the fresh in the familiar and creatively used parts of an orange to build eco-friendly plant-able plates brand
*Click on slide image to view the entire presentation.
Analyzed Nike’s metaverse strategy and recommended strategies to boost the adoption rate among its consumers for this innovative marketing touchpoint
Examined the different ways in which Alexa creates value for both stakeholders- the consumers and the Amazon brand along with recommending next steps for the product by integrating AI technology
*Click on slide image to view the entire presentation.
Media strategy Projects
All projects listed here were part of my coursework at Northwestern University.
Opinion piece on the ethical concerns of virtual influencers through a case analysis of Puma’s Maya. Recommended next steps for the future of modern influencer marketing
Mapped the most influential media touch points for students while planning a spring break beach vacation by conducting a consumer survey and plotting the responses on a 2x2 matrix of influence versus clutter. This audit helps understand contextually relevant channels that travel brands must optimize to reach their target audience
*Click on slide image to view the entire presentation.
Dhwani Mehta
Let's work together
Address:
Chicago, IL
Contact:
224-431-5595
