Competitor analysis, a simplified strategy, product and segment content buckets, positioning work, a consistency framework and monthly plans across platforms.
Raipur-based · Open to relocate anywhere in India for the right growth opportunity
Brand & Content Strategy Leader
Assistant Manager · Brand Content & Corporate Communications · ABIS Foods
Siddhant Sharma.
Brand content built to perform.
I turn business goals into content systems that teams can publish, audiences choose to watch and sales can use. My experience spans corporate brand strategy, social content operations, regional storytelling and creator marketing.
Best-fit roles
Brand Strategy & Communications
Content & Social Leadership
Regional, Vernacular & Creator Marketing
Why hire Siddhant
Strategy, leadership and hands-on execution in one hire.
- 9+ yearsAcross brand, media and creator ecosystems
- #1 marketLed a seven-person content operation
- 8 verticalsCurrent corporate content scope
Selected brand work, partnerships and collaborations
ABIS Foods · Mirchi · UNICEF · HDFC Bank · Tata Motors · Maruti Suzuki · Hyundai · Samsung · Nissan · Jawa
The 60-second version
- Now
- Brand content and corporate communications for ABIS Foods, IB Group, a national agribusiness. I own company content strategy across eight verticals and six platforms.
- Before
- Head Of Content & Programming for Mirchi in Chhattisgarh, leading a seven-person team and the market's content operation.
- Built from zero
- 215K followers across Instagram and Facebook in Chhattisgarhi, a language with no existing creator playbook, so the insight had to be found rather than copied.
- Beyond content
- I authored a four-stage Meta performance funnel across four business lines, plus the bilingual WhatsApp flow that qualifies and routes each lead before sales sees it.
- What is not here
- Commercial results, because they are confidential and I will not approximate them. Every number on this page is public and checkable by clicking it.
01 / Operating proof
Three cases.
Proof first.
Start with the outcomes below. Open a case only when you want the complete method, ownership and evidence.
01 / Corporate brand strategy
ABIS Foods
One content architecture for farmer and consumer audiences across eight business verticals.
- Built
- 27-slide strategy · 5 pillars · 6 platforms
- Evidence
- 77 public executions since 6 April 2026
- Status
- Approved by leadership and in production
Mirchi Chhattisgarh
Local content became a repeatable system across radio, social, sales and on-ground activation.
- Result
- #1 market listenership
- Led
- 7-person content operation
- Leverage
- Python reporting tool adopted organisation-wide
Regional creator platform
Chhattisgarhi identity became an audience engine and a commercially relevant channel.
- Growth
- 0 → 215K+ combined audience
- Commercial
- 42 partnerships across 34 campaigns
- Public proof
- Top regional reel: 291.8K likes
01 ABIS Foods · Company strategy + demand generation A hiring assignment became a live content system. 6 platforms
The business problem
ABIS Foods needed one content system for two very different audiences: its farmer network and consumer brands. The challenge was to connect eight business verticals without flattening their distinct needs, then make the answer usable across six platforms.
What I personally owned
My role: I was hired through a competitive cross-platform strategy assignment and personally developed the “Two Stories, One Brand” framework. I authored the 27-slide ABIS Content Strategy 2026-27 deck, defined five strategic pillars and translated them into platform roles, content priorities and execution guidance.
What I built
The system separates farmer-network storytelling from consumer communication while keeping both connected to one company narrative. For brand posts published after 6 April 2026, I set the content strategy and pillars, decided the headlines and text placed on posts, and ideated and supervised every video across the IB Group and ABIS Aqua feeds. I also launched ABIS Aqua social, script corporate films and MD content, draft press releases and crisis PR, create zero-production-cost Hindi and Telugu AI jingles, and work on Meta campaigns for Parivartan, Vistaar, Pragati and GenNXT.
What changed
“Two Stories, One Brand” was approved by leadership and has been in production across six platforms since April 2026. Seventy-seven public posts on the IB Group and ABIS Aqua feeds show the framework in use.
Demand generation, not just content
I also authored the IB Performance Campaign, a full-funnel Meta advertising plan covering four separate business lines. Each line runs a four-stage sequence from broad awareness through retargeting, proof-led trust building and a final conversion push, with a different call to action and destination at every stage so spend concentrates on people who have already self-selected. This is paid-media architecture, not boosted posts.
Qualifying the lead before sales sees it
I designed the bilingual Hindi and English WhatsApp conversation flow that sits behind those ads. It captures whether the person is already operating or starting new, their scale, their investment band and their location, with conditional branching so irrelevant questions are skipped and a fallback path for users who do not know their PIN code, then routes the qualified lead to the correct internal team. Sales receives a scored lead instead of a raw enquiry.
Internal delivery record
The strategy expanded into 23 completed work items.
My Notion delivery board records the work below as completed. These are process and output signals, not inflated performance claims; the public-post evidence remains separate.
ABIS Aqua’s social launch plan, the first #AskABIS video property, shrimp-feed jingle, feed tagline work and feature benchmarking across six aquaculture apps.
South-India festival and congregation research, fish-feed brochure language revision and content planning designed around farmers, products and local relevance.
LinkedIn content buckets, influencer integration in the strategy and an executive-story format designed to travel from long-form YouTube into shorts and reels.
Source: private ABIS “Strategy & Plan” Notion board · 23 items marked Done as of July 2026.
02 Mirchi · Market leadership From daily show to a market-wide content operation. #1 listenership
The business problem
Mirchi Raipur had to remain locally indispensable every day while serving programming, sales, marketing, digital and civic priorities. A strong idea needed to travel beyond one radio break or social post.
What I personally owned
My role: From June 2019 to April 2026, I progressed from live RJ and digital creator to Head Of Content & Programming, Chhattisgarh. I created and managed the @mirchiraipur Instagram page, proposed collecting listener responses through WhatsApp instead of relying only on calls, and personally owned my show proposition, interviews, scripts, on-camera execution and publishing. I conceived and led the creative design of every campaign property listed below, working with the wider Mirchi team, writers, singers, editors and partner brands, to produce and deliver them. In leadership, I directed programming decisions and a seven-member team.
What I built
I used a repeatable pattern: start with a local tension, turn it into a human idea, give the audience a role, involve the right authority or partner, then carry the property across radio, social and on-ground execution. Separately, I built playlist.mirchi.in, a Python system that automated weekly playlist compilation.
What changed
Raipur achieved #1 market listenership. Mirchi recognised the highest listenership data in India with a Switzerland performance trip. I progressed into leadership of the seven-member content operation, while the playlist system was adopted organisation-wide and replaced hours of manual compilation with an automated fetch.
Operating impact
Ideas that changed the system, not only the show.
The listenership result, audience-measurement idea, digital channel and automation tool show four different kinds of ownership: insight, execution, leadership and scale.
I proposed using listener responses received on WhatsApp as a richer signal, instead of depending only on call-ins.
The result was recognised by Mirchi with a performance trip to Switzerland. The public posts below verify the trip.
I built the station’s Instagram presence into a home for recurring properties, campaigns, interviews and daily brand content.
I built playlist.mirchi.in to replace hours of weekly compilation across hundreds of links with an automated fetch.
I built a 215K+ Hindi and Chhattisgarhi audience across Instagram and Facebook from zero.
I conducted interviews and public conversations with serving and former Chief Ministers and other political leaders.
Public recognition trail
The Switzerland performance trip.
These are public posts from the trip. The incentive basis is part of my Mirchi performance record; the Instagram captions document the trip itself.
Culture travelled with the result. A public record of taking Chhattisgarhi identity to an international setting. Open original ↗
Regional voice, international frame. The caption connects the trip to a longer mission of taking the language and culture outward. Open original ↗
One trip, multiple native stories. A regional food moment became content for the same audience that drove the listenership work. Open original ↗
Public interview proof
Conversations with political leadership.
I built and used my own contacts within local political and administrative circles to help secure this access.
Serving Chief MinisterVishnu Deo SaiOpen interview ↗
Former Chief MinisterBhupesh BaghelOpen interview ↗
Political leadershipO. P. ChoudharyOpen conversation ↗
Campaign systems, not isolated posts
Six ways the audience was given a role.
Public links show the execution. I conceived and led the creative design of every property below, then delivered it on air and on ground with the wider Mirchi team.
City Ka Sawaal + COVID response
Collected questions, put them to the Health Minister, then distributed the response across radio and Instagram.
My role: I conceived this campaign, the question-collection mechanic, the minister-interview format and the cross-platform distribution plan, and hosted and delivered it with the Mirchi team.
Inspect public evidence ↗Mirchi Ka Salaam
Turned gratitude for frontline workers into a nomination mechanic, public entries and partner-backed amplification.
My role: I conceived and led the creative design of this campaign system, the nomination-chain mechanic, the RJ call-to-action sequence and the amplification plan, and fronted it on camera, working with the station team and ESAF Small Finance Bank as presenting partner.
Inspect public evidence ↗Tera Yaar Hoon Main
Reframed traffic awareness as an entertaining real-world interaction with the DSP and traffic team.
My role: I conceived this campaign, reframing a traffic-safety message as a real-world choice between a fine and a friendship song, and hosted it on ground with the traffic police team and the Mirchi crew credited on the post.
Inspect public evidence ↗EnvironMental Hai Kya?
Used a named property, pop-culture hooks and a mission to distribute 983+ saplings across the city.
My role: I conceived the property, the name, the pop-culture hook and the 983+ sapling mission, and led its on-camera and on-ground execution with the station team.
Inspect public evidence ↗Mirchi Roshandaan
Centred Suman’s talent and dream of becoming an RJ, then turned the story into an eye-donation pledge.
My role: I shaped this story-led property's narrative arc around Suman and the eye-donation pledge, and delivered it on air as its featured RJ.
Inspect public evidence ↗Mirchi Ki Pathshaala with UNICEF
Turned radio into an accessible family learning hour across Raipur, Bhilai-Durg and Raigarh.
My role: I helped shape this initiative's on-air format and city rollout, and presented it as the featured RJ within the wider Mirchi–UNICEF partnership.
Inspect public evidence ↗Raipur Hope Anthem
A hope anthem released during the Covid-19 pandemic to lift Raipur's morale, produced with a full creative team and released on-air and on Instagram.
My role: I was one of three featured RJs fronting the anthem, alongside a dedicated singer, composer, lyricist and rapper credited on the release. Separately, I personally recruited and managed a network of around 23 local influencers to amplify it further across their own pages.
Inspect public evidence ↗03 Personal platform · Audience growth From zero to a commercially relevant regional audience. 215K+
The business problem
There was no established playbook for turning Chhattisgarhi identity into a scalable creator platform. The opportunity was not merely to publish in a regional language, but to find repeatable cultural insights people would claim, share and return for.
What I personally owned
My role: I personally owned the creator proposition, idea selection, scripts, on-camera performance, production direction, captions and publishing in Hindi and Chhattisgarhi.
What I built
I built a content engine around identity, recognition and participation. Comments, shares and repeat audience response informed which ideas became formats. The same audience insight carried into paid integrations, placing products inside native stories instead of interrupting them.
What changed
The audience grew from zero to 215K+ combined: 145K on Instagram and 70K on Facebook, with millions of organic video views. The platform also supported 42 paid Instagram partnerships across 34 campaigns.
“I remember hiring Siddhant in a crowd of applicants. He was confident, self assured and had the spark we were looking for. His growth has been exponential and that has been because of his sincerity and dedication to his craft. From being an on air personality to leading his team today, Siddhant has shown that potential he showed had depth. Siddhant is a creative and strong player to have in any team and he will surely bring value.”
“Siddhu is a well known social media influencer and a prominent Radio Jockey in Raipur market and has a strong hold over CG market as a whole when it comes to connecting to the audience. In Mirchi he has played a pivotal role in both as a talent/RJ as well as in his recent people-management role of a programming head. Humble yet aspirational, Siddhu has a long way to go in his career!”
02 / Brand campaign proof
What I have done for brands.
My public creator page shows my face because it is a creator channel. My professional work is broader: I build strategy for a company, operate content for a brand page and make creator integrations that solve a commercial brief. The ownership is separated below so a recruiter can see exactly what I did.
Company content strategy, brand-page launch, campaign messaging, corporate films, leadership communication and press work.
What this proves: I can work inside a business, not only on my own channel.I created @mirchiraipur, developed recurring properties and connected radio, social, advertisers, authorities and on-ground participation.
What this proves: I have planned and published for a brand account.Native integrations across automotive, finance, technology, health, lifestyle and real estate.
What this proves: I can translate a brand brief into content people choose to watch.Selected campaign proof Explore brand systems, public campaigns and creator integrations Open the full visual archive ↓
Brand postsPlanned, scripted, produced and published
Meta campaign workFull-funnel architecture, stage CTAs, messaging, creative concepts and lead-qualification flow
Evidence boundary: I authored the campaign and funnel architecture and the WhatsApp qualification flow behind it. This portfolio does not claim Ads Manager budget, bidding or media-buying ownership, which sit elsewhere.
ABIS Content Strategy 2026-27
Two Stories,
One Brand
One Brand
8 verticals 5 pillars 6 platforms
Internal artefact · structure shown, confidential content withheld
Campaign system 01 / Brand-owned
A strategy assignment became a live content system.
- Business problem
- One company had to speak to a farmer network and consumer audiences across eight verticals without forcing them into the same content language.
- My ownership
- I developed the “Two Stories, One Brand” framework, authored the 27-slide strategy, defined five pillars and translated them into platform roles and execution guidance.
- What changed
- The framework was approved by leadership and put into production across six platforms. I then launched ABIS Aqua social and applied the system to films, leadership content, press work and campaign assets.
- Then demand generation
- I authored the IB Performance Campaign on top of it: a four-stage Meta funnel across four business lines, plus the bilingual WhatsApp flow that qualifies and routes each lead before sales sees it.
From internal strategy to public execution
The deck became a working content system.
I reviewed the complete public trail after 6 April 2026: 51 posts on the IB Group feed and all 28 posts on the newly launched ABIS Aqua feed. Two shared collaborations appear on both pages, creating 77 unique public examples of the strategy in use.
I defined how farmer-network communication, product proof, consumer protein stories and corporate trust would work as distinct but connected lanes.
I decided the copy and message placed on static posts and carousels, turning technical inputs into clear communication for farmers, dealers and consumers.
I ideated and supervised every video published in this period across the IB Group and ABIS Aqua feeds, from brief and story angle through final execution.
Five visible content pillars
The feed is not a collection of festival posts. Recurring properties and campaign families give each audience a reason to follow, learn, trust or act.
Samriddhi, IB Superstar and farmer voices turn performance and partnership into recurring recognition.
Parivartan, GenNXT, Vistaar, Pragati and GC Policy convert complex programmes into clear opportunity stories.
Ask ABIS, farm tips, seminars, monsoon advice and oxygen management make the page operationally useful.
Feed benefits, FCR, farm performance, dealer stories and Aqua Star Farmers make product claims tangible.
IB Samvad, consumer nutrition, food safety, leadership, culture and sustainability connect the company to a wider public narrative.
IB Group feed
51 posts after 6 April
A multi-audience corporate feed balancing farmer programmes, products, performance proof, consumer protein and institutional communication.
Browse the brand account ↗
ABIS Aqua launch
28-post vertical system
A new specialist page built around fish and shrimp feed, farm education, technical proof, dealer and farmer voices, products and conversion paths.
Browse ABIS Aqua ↗Public engagement, verified on the live accounts: a sitting Chief Minister (Andhra Pradesh) visited the ABIS Chicken Processing Plant and the post drew 2,077 likes and 33 comments. The Vistaar distributor-model post drew 86 comments, the highest of any post in this period. Farmer-testimonial and programme-explainer videos consistently pull 8,000–25,000 plays, well ahead of static product posts, the clearest working proof point for what content format performs on this account.
Ownership note: this describes my content-strategy, messaging and creative-direction ownership. It does not present every design, shoot or edit as solo production.
Open public post ↗
Campaign system 02 / Mirchi brand page
Mirchi Ka Salaam turned gratitude into a participation chain.
- Campaign pattern
- Eight public posts formed a sequence: campaign launch, individual RJ calls to action, a ten-account nomination chain, participant entries, an SSP endorsement and an aftermovie.
- Brand integration
- ESAF Small Finance Bank powered a useful public-service property instead of appearing as a detached sponsor logo.
- My role
- I conceived and led the creative design of this campaign system, the nomination-chain mechanic, the sequencing of launch, RJ calls-to-action, entries and aftermovie, and fronted it as the on-camera voice, working with the station team and ESAF Small Finance Bank as presenting partner.
Open public post ↗
Campaign system 03 / Public service
Mirchi Ki Pathshaala made radio useful during lockdown.
- Business problem
- Families at home needed accessible learning and entertainment without another complex digital product.
- What was built
- A weekday family learning hour across Raipur, Bhilai-Durg and Raigarh, supported by UNICEF, a minister endorsement, tune-in communication and an RJ lesson series.
- My role
- I helped shape this initiative, the weekday format, the city rollout and the lesson series, and presented it as the featured RJ within the wider Mirchi–UNICEF partnership.
Trusted answersCity Ka Sawaal
Audience questions became a minister interview and distributed public information. My role: I conceived this format and hosted it with the Mirchi team.
Named propertyEnvironMental Hai Kya?
Pop-culture hooks led to a 983+ sapling mission and an on-ground plantation. My role: I conceived this property and led its on-camera and on-ground execution with the station team.
Behaviour changeTera Yaar Hoon Main
Traffic awareness became a real-world choice between a fine and a friendship song. My role: I conceived this campaign and hosted it on ground with the traffic police and Mirchi team.
Multi-brand CSRMirchi Saviour 983
A blood-donation property with IndusInd Bank, Skoda and Horizon Hospital as named partners. My role: I conceived this campaign, posted it from my own account, and led it on camera as its face.
Pandemic-era moraleRaipur Hope Anthem
1.4K likes, 196 comments, 26,526 views. My role: one of three featured RJs, plus personally recruiting and managing ~23 influencers to amplify it.
Creator-led brand integrations
Products inside stories, not interruptions.
The best integrations borrow the audience’s existing language, characters and tensions. That is why the brand remains visible without the content feeling like an ad break.
Situational entertainmentNissan91K+ views
A showroom objective became a native comic situation.
Character-led retail launchJawa133K+ combined views across 2 reels
A recognisable character and local humour carried the product.
Problem-solution narrativeHDFC BankAuto Loans
A familiar office commute problem made the finance proposition tangible.
Multi-post revealCity Ka Health CapitalTeaser · reveal · explanation
A three-post sequence created curiosity before revealing the hospital proposition.
Audience engine behind the work215K+ built from zero
The transferable skill is finding an audience truth where no playbook exists.
Regional entertainmentChhattisgarhiya Wale Party290K+ likes
Culture-led formatChhattisgarhiya Body122K+ likes
Public-figure featureCM Bhupesh Baghel interview65K+ likes · 712K+ views
Public-figure featureIPS Officer Abhishek Pallav35K+ likes · 268K+ views
Bollywood reach, on the record: actor Ashish Vidyarthi engaged directly with a Chhattisgarhi-identity reel on my personal account (9,498 likes), and the Mirchi network I worked within carried national Bollywood-fronted properties, including Aamir Khan and a roster of 49+ celebrities for Azaadi Ki Kahani: Mirchi Ki Zubaani, and a Salman Khan film-release activation with Asian Paints dealers in Raipur. Open the Ashish Vidyarthi post ↗
03 / Strategy decks
How I sell
the idea.
These interactive decks show the layer recruiters cannot see in a reel: how I frame a brief, find the audience idea, build a participation journey, create brand integrations and make the proposal easy to buy.
Business brief
→
Audience truth
→
Ownable property
→
Experience journey
→
Integrations + deliverables
Commercial partnership
A premium property built around the sponsor, not pasted with its logo.
The narrative moves from business-leader insight to a credible recognition model, a four-day experience, high-touch Mercedes integrations, 360° exposure and sponsorship deliverables.
- Premium B2B proposition
- Experience and integration design
- Sponsor package architecture
Multi-format brand property
A steel brand’s promise of strength becomes a women-led content platform.
The deck stretches “Sapno Ko Jee Ke Dekho” into an ownable campaign system spanning a weekly radio show, cinematic stories, an anthem, awards, community participation and athlete support.
- Brand promise to campaign IP
- Radio, digital and event ecosystem
- Purpose with commercial recall
Behaviour-change journey
A familiar New Year ritual becomes a simple city movement.
The idea turns a personal resolution into public participation through a launch, live on-air pledges, RJ-led social content, community mobilisation and one flagship plantation drive.
- Sharp cultural hook
- Clear participation funnel
- On-air to on-ground conversion
Event and community pitch
An anniversary is framed as a city-owned moment, not a private celebration.
The deck defines the occasion, objective, stakeholder mix and experience flow, bringing live radio, RJs, creators, communities, city leadership and loyal listeners into one participative property.
- Milestone reframing
- Stakeholder architecture
- Run-of-show clarity
What these prove: I do not stop at the campaign line. I structure the argument, sequence the experience and translate the idea into presentation systems that sales, marketing, clients and execution teams can act on.
04 / How I work
From brief to
visible proof.
The differentiator is not a long skills list. It is keeping the business intent intact while moving through strategy, brand-page operations, creative, production, publishing and improvement.
05 / Commercial work
42 paid partnerships.
34 campaigns.
42 paid partnerships across 34 campaigns. Twenty-five public examples are linked below.
Browse 25 public sponsored posts Sector filter included
Showing all 25 posts
06 / Experience
Built in public.
Led in practice.
Apr 2026 · Present
Assistant Manager - Brand Content & Corporate Communications
ABIS Foods, IB Group
Company content strategy, farmer and consumer communication, corporate films, leadership content, Meta campaigns and AI-assisted production. A deliberate move from media into corporate brand-side work: I accepted a title reset to change industries, trading a station leadership role for national brand strategy ownership across eight verticals.
Aug 2025 · Apr 2026
Head Of Content & Programming, Chhattisgarh
Mirchi, Entertainment Network India Limited
Led the seven-member market content operation to #1 listenership and built organisation-wide playlist automation.
Jun 2019 · Aug 2025
Radio Jockey & Content Creator
Mirchi, Entertainment Network India Limited
Daily live programming, regional content, interviews, creator campaigns, public-service properties and @mirchiraipur.
2016 · 2017
E-Commerce Specialist
Amazon
Seller onboarding, product catalogues, listing SEO and marketplace brand content.
Early career
Analytics, marketing and product internships
Mangoblogger · Webeneur · MyDukan / 36Inc
Analytics dashboards, social campaign analysis and Android product development.
Education: ITM University, Raipur.
07 / Recognition
Awards &
trust signals.
Public evidence, not decorative badges. Each featured recognition opens the original Instagram post.
Open public proof ↗
2025 · Exchange4MediaRJ of the Year, Golden MikesGold-category recognition for other-language radio.
Open public proof ↗
2023 · Radio MirchiMirchi Dabangg, Top 5 RJsNational recognition for Chhattisgarhi content.
Open public proof ↗
2022 · UNICEF IndiaImmunisation ChampionPresented by Grammy-winning composer Ricky Kej.
Open public proof ↗
UNICEF + MCCRMedia4Children AwardRecognition for child-rights communication.
Open public proof ↗
2021 · Social impactManavta Ratna SammanPresented by Padma Vibhushan Teejan Bai.
2021-24Five-time Flamethrower AwardRadio Mirchi
2022Game Changer AwardRadio Mirchi
2021India’s First Creator FellowshipNas Academy
Film + webLead roles in Suhaag and EMIOn-camera presence
08 / Career context
Leadership range,
made clear.
Two details explain how my regional media leadership translates into national brand-side work.
Media leadership became wider corporate scope.
After leading Mirchi Chhattisgarh’s content operation, I deliberately moved into agribusiness to build company content strategy across eight verticals and six platforms. The title changed; the strategic scope expanded.
Regional expertise is the proof, not the boundary.
I built an audience where no ready-made playbook existed, then applied the same insight-led method to multilingual farmer and consumer communication across multiple states. Cultural depth and scalable systems work together here.
09 / Contact
Need a brand leader who can turn strategy into execution?
I am open to leadership roles across Brand Strategy, Brand Marketing, Corporate Communications, Content Strategy and Operations, Social Media, Regional and Vernacular Marketing, and Creator or Influencer Marketing. Based in Raipur, I am open to relocating anywhere in India for the right role, growth path and scope. Available with a 30-day notice period.