Akshika Singh
Making wellness brands impossible to ignore.
New to Contra
Akshika is ready for their next project!
A spec email campaign for Yoga Bar
Super Muesli, written and designed
end to end — story, copy and visual system.
THE CONCEPT
The story follows a hostel student
who keeps skipping breakfast — told
through a friend who notices, and
a mother's voice she'd forgotten.
Every visual in this campaign is
written directly onto a yoga mat —
not as decoration, but as the metaphor
holding the whole idea together.
A yoga mat is something you unroll
every time you choose to show up
for yourself. That's exactly what
skipping breakfast is the opposite of.
So instead of a typical food photography
backdrop, the mat became the page the
story is written on — making the brand's
core value, "showing up for yourself,"
literal before a single word of copy
even appears.
THE WORK
Full narrative-driven email — subject
line, story arc, product integration
and CTA — built to make breakfast feel
less like a nutrition reminder and more
like a moment of self-respect.
Format: Email Campaign
Brand: Yoga Bar
Type: Spec Work — Independent
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Sleepy Owl Protein Cold Coffee — Owl Observation POV Campaign
A spec carousel campaign built for Sleepy Owl's Protein Coffee.
Concept: The Owl Observation POV — using the binocular frame as the owl's literal point of view, watching real human morning moments before the product ever appears. The owl observes. Never announces. The consumer discovers. Never gets sold to.
Format: 5 slide Instagram carousel
Brand: Sleepy Owl Coffee
Type: Spec work
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51
Most people still associate protein with gym culture and bodybuilding.
For this concept, I explored a behavioral insight:
People rarely forget their coffee habit — but often postpone nutrition habits.
So instead of asking consumers to build a new habit, I repositioned protein by attaching it to an existing ritual:
Cold Coffee.
The objective was simple:
Make protein feel like everyday nutrition, not fitness culture.
Spec email campaign created for The Whole Truth.
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91
I explored how Earthful could communicate product education without sounding clinical.
Instead of listing benefits, I focused on reframing hair nourishment through a familiar idea:
Growth happens below the surface before it shows above it.
This spec email was built around translating ingredient science into a narrative consumers can understand and connect with.
Because better wellness copy doesn’t just explain ingredients.
It makes people understand what’s happening inside their body.
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A welcome email concept for Earthful's Root Nourish hair growth supplement.
The brief I set myself: Every hair care brand talks about hair fall. Nobody talks about the feeling that lives beside it.
The insight: Hair wash day anxiety is one of the most specific, most universal, and least spoken-about experiences of women dealing with hair fall. The mood shift. The drain check. The quiet dread that replaces what used to feel routine.
I built the email around one real Sunday evening moment — watering neglected plants, noticing brown leaves, and then the thought arriving: 'It's hair wash day tomorrow.'
The plant metaphor isn't decorative. It's structural. Brown leaves mean roots aren't being fed. Hair fall means the same thing. The product enters not as a solution but as a quiet truth — your roots are asking for something.
Deliverable: Full welcome email — subject line, body copy, emotional arc, CTA.
Concept built as part of active outreach to Earthful."
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100
Good Monk — Berry Monsters: Kids Nutrition Campaign
A children's storybook spec campaign for Good Monk's Mixed Berry Kids Drink.
The brief I set myself: How do you sell nutrition to a child who thinks vegetables are monsters — without lying to them?
The insight: Kids don't hate fruits because of taste. They hate them because their imagination decided fruits are suspicious. So I went inside that imagination.
Three berry monsters — Strawberry, Raspberry, Beetroot — appear as terrifying shadows in a child's bedroom. Each one carries a gift: immunity, brain health, strong bones. The child's fear becomes curiosity. Curiosity becomes trust.
The product enters through the mother — invisibly, quietly, exactly as Good Monk promises.
Deliverables: 9-slide visual carousel — copy, illustration direction, character design, emotional arc.
Active interest from Good Monk's partnerships team.🙌
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A concept campaign for Good Monk, India's sprinkle-on nutrition brand.
The brief I set myself: Find the emotional truth behind why Indian mothers are the most nutritionally neglected members of their own families — and make the product feel like the answer without ever making her the victim.
The insight: She doesn't skip nutrition because she can't access it. She skips it because she genuinely believes it's not for her. That quiet, smiling self-sacrifice is the story.
Deliverables: Full 8-slide carousel — copy, visual direction, emotional arc, and brand alignment with Good Monk's core promise: Nutrition. Smuggled with love."
This spec concept was shared directly with Good Monk's team and is currently under review by their partnerships department.
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RCB’s IPL win aligned with two powerful behavioral triggers:
1st June and Monday motivation culture.
I wanted to explore how Cult.fit (http://Cult.fit) could turn a celebratory cultural moment into a behavior-driven fitness campaign.
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I don’t think Indian kids from the 2000s realize how athletic we actually were.
Running like your life depended on it because the ball fell into the strict uncle’s house.
Dusty knees from Kho Kho.
Fighting over teams in Kabaddi like it was an IPL auction.
None of it looked like fitness back then.
But looking at it now —
it kind of was.
Started building this thought into a speculative campaign for Cult.fit (http://Cult.fit)’s 10 years.
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The idea of 3 am craving but ghosting the guilt with Yoga Bar .
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Kapiva Shilajit Energy Sips — Ad Concept.
A modern wellness campaign repositioning traditional energy supplements through emotionally grounded visual storytelling and lifestyle-focused copy.
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Cult.fit (http://Cult.fit) Welcome Email — Spec Work
A minimalist welcome email concept focused on emotional procrastination, self-negotiation, and habit psychology within fitness culture.
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RAAZ-E-RECOVERY — Narrative Wellness Campaign Concept
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