How I joined HomeLane to oversee internal creatives and lead the biggest external project of the year.
When I joined HomeLane in August 2022, the ask was refreshingly honest:
“Our creatives don’t feel sharp. Nothing looks the same. And the team needs direction.”
So I listened, observed, and then got to work.
First, I set three simple goals:
Make us look like one brand, not five.
Make things look better. (And think better.)
Build a creative team that could turn things around fast—without burning out.
What Changed
A more recognisable HomeLane
I created easy systems—brand guidelines, design templates, tone of voice notes—that helped everyone speak the same visual language. Nothing fancy. Just clear, clean, and cohesive.
Better-looking creatives
I simplified layouts, cleaned up the clutter, and focused on making every asset feel more thoughtful. Nothing loud—just clean, well-done work that represents the brand better.
A stronger team
We moved from scrambling to streamlined. With clear feedback loops, smarter workflows, and just enough creative freedom to keep it fun. And more importantly, we connected.
I made time to listen, share, and lead with empathy—because when a team feels seen, it shows up stronger.
Before
After
So here’s what happened in January 2023.
We decided to shake things up and bring all our performance marketing creatives in-house. That’s when I put on not one, but two hats. 🎩🎩
One as Head of Social—handling everything on Instagram and Facebook.
And the other? Leading the digital ad campaigns at HomeLane while still heading the creative team. Yep. It was busy. But it was fun. And it worked.
My Mission
Make performance creatives actually perform
Level up HomeLane’s social game—visually, tonally.
Double engagement by Q4 JMF '23.
What happened next?
People were watching reels. We were pushing static ads. So we set up a system to start making more video-first creatives for Meta.
Old-school sizes like 1:1 and 16:9 weren’t working on mobile. We switched to formats that actually fit the screen.
We stopped saying five things in one frame. Now it’s one clear message—because that’s all a thumb-scroll can catch.
Digital Ads Before
After
Re-inventing the template
Image first
Introducing white logo on image
Single focus message
Better interior renders
More photoshop, less boxes
Use of AI to create images
Concept driven
With 120% improvement in CTRs
Social media films
My team and I crafted the brand identity and worked closely with our tech team to bring the website to life.
This was followed by launch posts, brand decks, and a bunch of creative assets to support marketing and business growth.
Then came the Big One:
The MS Dhoni Campaign
We kicked off the brand film and campaign with MS Dhoni—and I was appointed as project lead. From start to finish, this one had my full attention.
The why?
Cut through the clutter of “me-too” interior brands.
Drive lead generation and conversions at scale.
Build ownership of our promise: Hassle-free interiors made easy.
Make MS Dhoni feel like more than just a celeb face—make him stick.
My Role
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Wrote the creative brief—from brand story to references to what success looked like.
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Scouted freelance writers and top agencies before onboarding Talented (Bengaluru)
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Managed everything end-to-end: timelines, budgets (~₹1.7 Cr), and feedback cycles.
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Led all legal and payment processes.
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Worked closely with Dartist, our talent agency, for MS Dhoni's requirements and approvals.
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Supervised shoot production and final delivery:
→ 2 main brand films
→ Multiple cutdowns + Tamil versions
→ Static KVs and limbo shots for the year’s brand needs
Beyond the Film
Built the amplification plan for the city launch (Bengaluru done, Kolkata on the way and coordinated across teams—media, social, performance, retail, on-ground—to make the campaign move as one
Visibility
Paid Media Channels
Results
Drove 3.71% more conversions and cut acquisition cost by 10%