H x H Feeling Code™ lab

💊Problem: Sugarlite launched in 2018 with Kareena & Saif. “Half cupcake → full cupcake” A 50% calorie cut. Positioning: Sugar is the enemy. We’re the solution. It tested green. But it didn’t scale. Because it felt like medicine — not something you crave with chai. 

🧠 Where it broke:  The strategy made sense on paper. But it missed the emotional code sugar holds in India.

I took a different route to understand the consumer —  I wasn’t just decoding behavior. I was chasing limbic memory.

My Method: Through deep consumer conversations — not surveys, but unfiltered emotional excavation —
I uncovered something simple, powerful, and irrational: "Without sugar in my chai, I get angry.” “It feels empty.”
“It’s like something’s missing from the morning.” That’s not a taste issue.
That’s an emotional disruption. A ritual rupture.

🔥 Hypo Feeling Code™

Sugar = Security.
Sugar = Love in the cup.
Sugar = “You’re home now.”

It isn’t flavor. It’s emotional infrastructure. Sugar is a companion, not a crime. 

Reframe: We didn’t shame sugar.
We respected its emotional role — and repositioned it, not as a threat, but as an ally.

Big Idea / Platform:
👉 Everyday sugar for weight loss
(Not a substitute. Not a sacrifice. A smarter way to keep the ritual.)

Campaign:#“Sugar badlo. Health badlo.”
A simple switch — not in feeling, but in formula.Real people. No glam filters.No fear tones. Same ritual. Less worry. 

📈 The Result 

💊 From Medicinal → 🍵 Emotional
🚫 From Restriction → 💓 Reassurance
👀 From Niche → 🌍 Mainstream Scale

💊 Problem: Granola entered a breakfast landscape dominated by warmth, comfort, and familiarity — poha, paratha, chai.

Kellogg’s brought a bowl of multigrain goodness. Crunchy. Convenient. Healthy.

But it felt like a functional import,
not an emotional ritual. Granola was stocked. But not felt.

🧠 Where it Broke 

The product was great. But the mood was missing. I approached the problem not as a breakfast choice — but as a cultural script disruption. I went limbic.
I asked not “What do they eat?”
But: “What does breakfast feel like?”

🔍 My Method: In early research, we tested a granola sample flown in from Japan. What people responded to wasn’t just taste — it was the imagination of the experience.

“It feels rich.” “It sounds like fun." or
“I picture a slow, crunchy, feel-good morning.” People didn’t just want nutrition.
They wanted a moment of escape.
A morning that felt different from the routine — a little indulgent, a little cinematic, and completely theirs.

🔥Hypo Feeling Code™

Granola = Escape. Indulgence. Pure Pleasure.
Crunch = Sensory joy. Emotional release.
Multigrain = Wow, not worthy.

Reframe: Granola wasn’t about familiarity.
It was about fantasy.

It didn’t need to feel local.
It needed to feel irresistible.

Big Idea/ Platform 

👉 Multigrain WOW breakfast 

Campaign #Tryskippingthisbreakfast

📈 The Result 

🥣 From Health → 💅 Crave Culture
📊 From Benefit → 💥 Feeling
❄️ From Cold Shelf → 🔥 Sensory Shelf

Problem: Sunsilk’s global purpose:

“Together, we open up more possibilities.” Great line. Big energy.
But in India, it had to be translated and
Ineeded roots. The brand asked:
“What does possibility mean for young Indian women?” We answered with a mirror, not a moodboard. What we found was more raw than expected. 

Where it broke:  I used a limbic-first approach. I didn’t decode behavior. I chased emotional heat. Fantasy, not aspiration. 

My Method: I spoke to young women across India. Not about goals — but about freedom fantasies.

“Goa. Bikini. Beer. Boys with accents.”
“Dancing without permission.”
“Being the girl no one’s watching. Or judging.” What they wanted wasn’t career talk. It was escape from scrutiny. From sanskaar. From self-censorship.

Possibility wasn’t about progress.
It was about pleasure.

🔥 Hyper Feeling Code™

Freedom = Escape. Fantasy. Permission to misbehave.
Hair = Not just beauty. An identity trigger.
Possibility = Releasing the girl you hide at home. It was wild. It was real. It was more honest than the brand expected. 

💡Reframe: (vs. What Landed)

We brought back the insight — but the brand got nervous.The final route dialled it down. Reframed the wild into “bold.”
Translated desire into attitude.

Big Idea / Platform:
👉 “Girl Giri”
Inspired by the term “giri” —
used for cocky boys with swagger.

We flipped it. Made it pink. Made it powerful. But we also made it safer.

⚠️ Strategic Truth: Not every brand can handle the full emotion. Sometimes the insight is too wild. Too unbrushed. Too real. What we decoded was freedom.
What we delivered was feminism-light.

And that’s okay. But it’s worth knowing:

Insight isn’t always what gets executed. It’s what gets negotiated.

💊Problem: Camay wanted to stand apart from Lux — by leaning into its French heritage. But the issue? No one associated Camay with France. The story was invisible. The brand was blurring.

🧠 Where it broke: I led qualitative research to decode Camay’s “Frenchness.”

applying limbic method.  I focused on what France emotionally meant — especially in the Indian imagination.

What I found: Camay had no real French memory in the market.But France and French fragrance itself?
That was loaded with limbic desire.

“France is dreamy. Romantic. Feminine.”
“French soaps feel soft, mild, natural.”
“It’s about fragrance that lingers... and seduces.” France wasn’t a place. It was a feeling. A fantasy escape in the magical.

🔥Hypo Feeling Code™

France = Romance. Self-pampering. Quiet seduction. French soap = Mild. Fragrant. Skin-loving. Camay = Could be the portal — if it told the story.

💡Missed Moment:  We cracked the code. But the brand wasn’t ready to lean in. We didn’t win the business. The idea stayed on the shelf.

⏳ Years Later...

Camay launched a campaign shot in Paris. With a fragrance-led idea:

“French fragrances that cast the spell.”

The tone. The visual. The romance.
All traced back to what we heard first —
but couldn’t sell at the time.

💊Problem: Everyuth came to us faded.
A legacy “natural” brand with a formula stuck in the ‘90s. The brief? Make her fall in love again. The challenge? She’s not the same girl anymore. Millennials were decoding labels, questioning claims, chasing “clean.” Everyuth had natural ingredients — but also chemicals.
It felt confusing. Unconvincing. Uncool.

🧠 Where it broke: “Natural” had become a war of proof. But that’s not where trust lives. I took a limbic approach -

I didn’t ask what she used. I asked what natural felt like when she closed her eyes.

🔍 What I found:  Through deep, emotional interviews, a fantasy world emerged — lush, light, and ultra-sensorial:

“Fresh fruit. Papaya. Orange slices.”
“Cool water. A waterfall. Bare skin.”
“An orchard. Dewy. Sweet. Breezy.”

To her, natural wasn’t Ayurvedic. It wasn’t green. It wasn’t moral. It was clean, fruity pleasure. Mood over science. Sensation over claim. 

🔥Hypo Feeling Code™

Natural = Light. Juicy. Happy. Splashable.
Trust = What I can feel, not just read.
Beauty = Easy freshness. Not discipline.

We weren’t decoding ingredients.
We were decoding her sensory imagination.

💡Reframe:

We rebuilt the brand world —
not around “purity,”
but around pleasure.

Big Idea for brand world
👉 Orchard-Fresh Skin
Not “natural skincare.”
But a fruit-fantasy escape in every tube.

Visual World: Slices. Drips. Citrus glow.
Everything you want to dip your fingers in.
Zero beige. Zero bore. Just juicy, believable beauty.

💊Problem: Launch Nutralite Mayo into a growing category. Target: 3–4% share in Year 1. Make it the healthier mayo. Build awareness with Indian moms. But that wasn’t the full story. Because Indian moms weren’t choosing mayo. They were choosing survival tactics.

🧠 Where it broke: I didn’t just explore benefits.
I used a limbic method to decode what feeding meant emotionally. We weren’t launching a product. We were decoding a daily pressure cooker.

🔍 What I found: Indian moms weren’t just feeding their kids. They were running a full-blown content studio in the kitchen.

“If I give her the same food, she won’t eat.”
“He only touches veggies if they come with fancy dips.”
“She eats pani puri at home because I’ve made a healthy version.”
“My tiffin has to feel like McDonald’s — but homemade.”

Home food had to dress up like junk.
Healthy had to sneak in under cover.
And mayo? It was the secret peace treaty.

🔥Hypo  Feeling Code™

Home food = War zone
Motherhood = Tactical creativity
Mayo = The trick that makes the magic land
It wasn’t about “good for you.”
It was about “they ate it without drama.”

💡Reframe: We didn’t position Nutralite Mayo as a swap. We positioned it as a hack. A mood-lifter. A mealtime save.

Big Idea / Platform: A delicious disguse for healthy food
👉 #AbHealthyBanGayaTasty
Not just a tagline — a mom’s mic drop moment. A win in the kitchen. An answer to “ugh, not again.”

Creative Lens:
✨ Real tiffins.
🎨 Cartoon cutlets.
🧠 Moms as life hackers.
💬 The payoff: “Came back empty.”

Result:

🥬 From Health Claim → 💓 Happiness Trigger
🧴 From Mayo → 🪄 Magic Ingredient
👩‍👧 From Product Launch → 🎯 Emotional Utility