How One Bold Ad Campaign Made “The Milk of India” a Reality As a Marketing Intern at Novelty Dairy, I wasn’t just learning the ropes—I was trusted with the opportunity to create something bold. We wanted to amplify our presence in a competitive market, and that's when the idea struck: What if we could make India see us as not just “a” dairy brand, but the dairy brand? So, we booked a half-page front cover ad in The Times of India, and strategically designed it so that when placed alongside the masthead, it read: “THE MILK OF INDIA” This wasn’t just clever wordplay—it was a statement of quality, heritage, and trust. Here’s what happened next: -Our post-campaign survey showed a 40% jump in brand recall, with consumers referring to us by the tagline itself. -We witnessed a 15% spike in regional sales, especially in areas where the print ad had maximum reach. -The campaign gained organic traction on social media, with readers sharing pictures and calling it “brilliantly desi marketing.” More than just numbers, this moment was proof that: A sharp insight + strategic execution = brand magic. Marketing is not always about large budgets—it’s about big ideas. This project gave me hands-on experience in media planning, creative strategy, and campaign analytics—and showed me the real power of storytelling in business. To anyone entering the world of marketing: Don’t underestimate print. Don’t underestimate simplicity. And never underestimate what one bold idea can do.

This business plan presents CrystalPure Water Solutions Pvt. Ltd., a Mumbai-based startup dedicated to delivering premium alkaline drinking water in reusable 10L and 20L jars. The company is built on the pillars of health, sustainability, and digital transparency, with an ambition to transform the local water delivery market. Through eco-friendly packaging, QR-enabled quality tracking, and a seamless mobile application, CrystalPure aims to establish itself as the city’s most trusted alkaline hydration provider. The plan comprehensively details the company’s founding narrative, vision, mission, and core values, while addressing critical challenges such as water contamination, lack of pH transparency in existing bottled water, and rising health risks due to low-quality drinking water. It also includes extensive market research with TAM, SAM, and SOM analysis, projecting a Service Obtainable Market of ₹125 crore, which anchors the company’s ambitious target of achieving ₹100 crore revenue within three years. As Chief Marketing Officer (CMO), my role centers on developing CrystalPure’s marketing roadmap by building a strong brand narrative around wellness, transparency, and sustainability. This involves executing digital-first campaigns, influencer-led awareness programs, community engagement activities, and strategic B2B partnerships with clinics, gyms, co-working spaces, and corporate offices. By combining digital reach with grassroots activations, the marketing strategy aims to not only acquire but also retain a loyal customer base through subscription models and loyalty programs. The business plan further covers organizational structure, product USP, customer journey mapping, operational workflows, financial forecasting, and a clear funding and exit strategy. With a vision to revolutionize urban hydration, CrystalPure positions itself as a functional wellness brand rather than just a water supplier—bridging consumer health needs with sustainable business growth.

This research project explores the strategic, financial, and competitive impact of The Walt Disney Company’s $52.4 billion acquisition of 21st Century Fox, with a specific focus on its influence on Disney’s market share and profitability within the U.S. entertainment industry. Conducted as part of my BBA (Management & Marketing) curriculum at NMIMS, Mumbai, the project evaluates the rationale, outcomes, and long-term implications of this landmark deal. The study employs both qualitative and quantitative tools—Ansoff Matrix, Force Field Analysis, Red Ocean–Blue Ocean Strategy, Porter’s Five Forces, and Financial Ratios—to assess how Disney leveraged the acquisition to strengthen its streaming services (Disney+ and Hulu), expand its content library, and counter growing competition from Netflix and Amazon Prime. A mix of secondary research from industry reports, academic journals, financial statements, and expert analyses underpins the findings. My role in this project was to independently design and execute the research framework, from sourcing reliable data to applying strategic models for evaluation. I critically analyzed Disney’s post-acquisition financial ratios (profitability, liquidity, efficiency, and leverage), highlighting both the temporary downturn during COVID-19 and the eventual rebound driven by Disney+. The report concludes that the acquisition not only enhanced Disney’s market dominance but also enabled a successful pivot to direct-to-consumer streaming, making it a textbook example of using inorganic growth strategies to remain competitive in a rapidly evolving industry.