Akshika Singh
Making wellness brands impossible to ignore.
Project title:
A Tryst With Our Body
Independence Day Spec Campaign for Cult.fit (http://Cult.fit)
The challenge🚀
Independence Day advertising often celebrates the freedom we've gained.
I wanted to explore the freedom we quietly lose when our bodies become an afterthought.
The idea🙌
As children, we learned discipline through movement — Attention. Stand at Ease. March.
As adults, those same words take on a different meaning.
We sit longer. Move less. Eat between deadlines. And get used to discomfort.
So the campaign contrasts THEN vs NOW through familiar school-parade commands.
The campaign
ATTENTION
We learned to stand tall.
Then life taught us to sit.
STAND AT EASE
The body that once stood strong now carries the weight of desk life.
MARCH
We marched with energy.
Now we just move through the day.
Final thought
TRYST WITH OUR BODY
Don't leave your body behind.
My roleđź§
Concept development
Campaign strategy
Copywriting
Art direction
Visual execution
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Spec Concept: Amul — 80th Independence Day
The Brief (self-initiated): Most Independence Day ads default to flags and patriotism clichés. I wanted something that felt native to how Indians actually celebrate — through food, at home, without needing to say the word "freedom" out loud.
The Insight: Amul has quietly been part of nearly every Indian household's daily ritual for decades — the kind of trust brands spend fortunes trying to manufacture. This year's 80th Independence Day gave that trust a number to celebrate.
The Wordplay: "Tussi azaadi se paratha khao, assi butter lagate hain." A bilingual pun — "assi" reads as both "we" (Punjabi) and phonetically as "80" — landing exactly on the milestone year.
The Visual: Three parathas — carrot, plain, and spinach — arranged as the tricolor, with "80" written across all three in butter, tying the number, the flag, and the product into a single image.
The Line: "80 years of independence. One butter, holding it all together."
Spec concept — not affiliated with Amul. Built to demonstrate cultural insight, bilingual wordplay, and full campaign execution from concept to visual.
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Project title:
Soulcore — "The ASMR of a Woman's Body"
Women's Hormone Protein Ad Campaign
Description:
A spec ad campaign for Soulcore's
Women's Balance Plant Protein —
built around one insight:
Women with hormonal imbalances
have been taught to stay quiet
about their symptoms.
ASMR reframed:
Always Sleepy.
Sudden Mood Swings.
Missed or Irregular Periods.
Running on Empty.
Silence has symptoms.
Your body has been trying
to start the conversation.
Built to make women feel
understood before they feel sold to.
Format: Single Ad
Type: Spec Work — Independent
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Oatish (Dancing Cow) —
"3 Subject Lines. 1 Inbox."
Email Subject Line Spec Campaign
A spec email subject line campaign
for Oatish by Dancing Cow —
built around one simple truth:
The best subject line isn't
the cleverest one.
It's the one that actually
gets opened.
Three subject lines walk into
an inbox. Only one wins.
This carousel turns a technical
copywriting concept — A/B testing
subject lines — into a playful,
scroll-stopping visual debate
between three competing approaches:
· The funny one
· The relatable one
· The one that hits harder
Each cow represents a different
copywriting strategy. The product
sits in the middle as the judge.
Because ultimately — the brand
decides what lands.
Built to show that email copywriting
doesn't have to be boring to be
strategic. And that the best
campaigns teach while they entertain.
Format: Instagram Carousel
Type: Spec Work — Independent
Brand: Oatish by Dancing Cow
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