A Portfolio in One Volume · Selected Works · Apr · 2026
Volume One  ·  Apr · 2026  ·  Bengaluru, IN
Tuhina AcharyaNº 04
Content · Strategy · Brand

Building
brands that
feel real.

Storytelling
meets strategy.

I'm a Content Creator & Digital Strategist based in Bengaluru, specialising in culturally relevant content blending consumer insight, trend awareness, and aesthetic-first creative to build stories that genuinely resonate.

With hands-on experience in influencer marketing, PR-led brand visibility, and short-form video strategy, I ask one question for every brief does this feel real to the audience?

Content & Creation

Short-form Video · Instagram Reels · Content Strategy · Aesthetic Storytelling · Product Integration

Marketing & Strategy

Influencer Marketing · Campaign Planning · Brand Collaborations · Consumer Insight · Trend Analysis

Analytics & Tools

Instagram Insights · Engagement Analytics · Reach & Conversions · Canva · MS Excel

II. Instagram Insights

Real numbers,
real organic reach.

28 Mar 26 Apr 2025
No paid promotion
Total Views · 30 Day↗ Performance
110.6K

Three-month organic high. Footwear and fashion led the mix.

Accounts Reached+121.7%
32,309

More than doubled month-over-month driven by Reels discovery.

Non-Follower ViewsDiscovery-driven
63.6%

Majority of reach from new audiences, not the existing follower base.

Top Reel Views24 Apr
13K

NewMe fashion content best performer of the period.

Profile Actions+14.9% MoM
2,448

Visits, taps, follows engagement that compounds reach.

Top Audience CitiesIndia · Tier-One Reach
Mumbai6.7%
Delhi5.5%
Pune5.2%
Bangalore5.1%
Content MixReels-led portfolio
Reels51.8%
Stories40.8%
Posts7.4%

Top Reels
& best content.

Three pieces from the past quarter fashion, lifestyle and brand content. Editorial-first, performance-aware, and made to feel like wardrobe content, not advertising.

Selected
work, selected thinking.

Three projects one live brand collaboration, two concept campaigns built to argue a strategic point of view.
Nº 01
NewMe Fashion.
Sponsored Reels for NewMe organic-first storytelling that doubled profile reach. 13K+ top reel views, +121.7% growth.
Live Campaign · Influencer Marketing→
Nº 02
NykaaLand × Coachella.
A digital-first beauty festival campaign. Influencer tiers, AR filters, UGC challenges and product storytelling for Gen Z.
Concept Campaign · Beauty→
Nº 03
K-Beauty × K-Drama.
Character-driven skincare. Every K-Drama archetype maps to a personalised product journey starring you as the main character.
Concept Campaign · Skincare→
01
Live Campaign / Influencer Marketing

NewMe
Fashion Influencer Campaign.

Sponsored content that felt like wardrobe content not an ad.

Created sponsored Reels for NewMe that integrated product placement into aesthetic, lifestyle-led storytelling. Trend-aware hooks, native styling, and natural pacing made the brand recede into the moment rather than lead it.

Post-upload audience analysis was used to refine formats going forward measuring not just views, but the share of non-follower reach, watch-time per second, and saves vs. shares to triangulate which storytelling beats actually moved a Gen Z fashion audience.

Tags  ·  Influencer Marketing · Short-form Video · Fashion & Lifestyle · Organic Storytelling · Product Integration

02
Concept Campaign / Beauty

NykaaLand × Coachella.
A digital beauty festival.

What does your festival beauty identity look like?

NykaaLand × Coachella is a digital-first beauty festival campaign that brings the magic of Coachella into Indian beauty culture through social storytelling, influencer voices, and immersive AR experiences.

Every touchpoint is designed to make Gen Z feel seen, excited, and ready to shop. The campaign behaves less like advertising and more like a cultural moment audiences voluntarily join answering the question, then sharing the answer.

Influencer
tier system.

A three-tier creator ecosystem from macro reach to nano authenticity each post reinforces the next, ladders the campaign upward, and lets the conversation belong to the audience by week three.

01
Macro / The Headliners · 1M+

Mega creators who set the cultural tone.

Wide reach, aspirational energy, the visual language of Day One.

  • Exclusive PR kits pre-launch
  • Festival-themed campaign shoot
  • First access to AR filter
02
Mid-tier / The Storytellers · 100K – 1M

Beauty creators who drive engagement.

They translate the campaign into real routines, tutorials, and proof.

  • Festival GRWM Reels
  • Product review + haul content
  • Challenge seeding
03
Nano / The Community · 10K – 100K

Niche creators with hyper-engaged communities.

UGC that feels organic, sparks peer-to-peer sharing, and drives conversion.

  • Hashtag challenge entries
  • Community picks + reposts
  • Discount code distribution

Content pillars.

Four formats designed to build a self-sustaining cultural moment.

💄
Format 01 / Festival GRWM

Get-ready-with-me Reels that turn a full glam routine into a festival ritual.

✺
Format 02 / AR Filter

A custom NykaaLand filter try-on festival looks from your phone, right in Stories.

◯
Format 03 / UGC Challenge

#NykaaLandVibes recreate your festival beauty look and tag for a chance to be featured.

★
Format 04 / Product Stories

Short-form Stories spotlighting hero products with swipe-up links to the campaign collection.

Execution roadmap.

A phased rollout building from buzz to peak engagement to encore six weeks, one cultural arc.

PhaseTimingActivity
01 · Teaser DropWeek 1–2Cryptic countdown posts. Macro creators tease "something big" without revealing the brand. Anticipation accrues.
02 · Big RevealWeek 3NykaaLand goes live. Coordinated creator posts across all tiers. AR filter launches. Hashtag explodes.
03 · PeakWeek 4–5Festival GRWM reels, tutorials, challenges. UGC floods in. Reviews land. Community picks up the language.
04 · Encore & RecapWeek 6Best-of compilations. Community shoutouts. Limited product drop. The campaign wraps with a final wave of virality.
03
Concept Campaign / Skincare × Storytelling

K-Beauty × K-Drama.
The skincare universe.

Every K-Drama character has a signature skincare routine.

Find yours and discover the products made for your story. The campaign reframes skincare as a form of self-expression: not a routine you perform, but a character you embody.

Three pillars hold it together: emotional identity, platform-native content, and commerce integration so the moment a viewer says "that's so me," there's a product, a bundle, and a path to checkout one tap away.

The character universe.

Pick your archetype. Get your routine. Become the main character of your own scene.

✿

The Lead The Dreamer

Our Beloved Summer energy
Hero · Glass Skin Serum + Dewy Tint

Hydration-forward routine. Morning glow ritual. Minimal but luminous.

❋

The Lead 2 The Stoic

Crash Landing On You energy
Hero · Barrier Repair Cream + SPF

No-nonsense skincare. Results-driven. Calm, strong, reliable.

☾

The Scene Stealer The It Girl

Business Proposal energy
Hero · Brightening Essence + Blush

Bold & glowy. Always camera-ready. Centred around vitamin C and radiance.

✺

The Underdog The Quiet One

Twenty-Five Twenty-One energy
Hero · Calming Toner + Spot Patches

Gentle, sensitive-skin-first. Slow and intentional. Healing-focused.

How it lives on social.

Three platform mechanics that build a binge-worthy world not a campaign you scroll past, but one you scroll back to.

ChannelMechanicGoal
Story-arc ReelsMulti-part seriesEach character's "skincare episode" shot like a K-Drama scene, complete with subtitles and OST cues. Built for binge.
UGC · #MyKBeautyCharacterAudience-ledInvite audiences to share their archetype match. Reshare on the brand account. Build a living character universe.
Conversion · Link in BioQuiz → ShopQuiz drives to a personalised product page. Character identity becomes a shopping filter. Emotion drives purchase.

What's your skincare vibe
on a lazy Sunday?

Result example You are… The Dreamer. Your routine: Glass Skin Serum + Dewy Tint + Hydrating Mist.

Strategic framework.

Three pillars that make the campaign culturally resonant and commercially effective.

◯
Pillar 1 / Emotional Identity

K-Drama characters as identity mirrors for Gen Z. Skincare as self-expression, not just routine.

▩
Pillar 2 / Platform-Native

Reels-first production. Vertical, captioned, scroll-stopping. K-Drama subtitles and OST cues baked into the edit.

★
Pillar 3 / Commerce

Quiz results link directly to character bundles. Limited-edition kits drive FOMO. Community UGC repurposed as PDP social proof.

Where I've built things.

A working timeline content, marketing, public relations.
Bengaluru & remote · 2025 onward.
2025 Present

Content Creator
Instagram & Brand

Self-directed · @tuhinaacharyaa
  • Develop and execute short-form content strategies focused on engagement and trend alignment.
  • Collaborate with brands (NewMe) on sponsored content and influencer campaigns.
  • Integrate brand messaging into organic storytelling to enhance reach without sacrificing tone.
  • Analyse audience behaviour and content performance to refine strategy across formats.
2025 Present

Digital Marketing Intern

SkillScoop
  • Conduct market and competitor research to identify trends and opportunities.
  • Create and schedule content aligned with brand goals and audience engagement.
Feb Mar 2025

Head of Public Relations

IIBS · Bengaluru
  • Led PR and marketing strategy for a large-scale management event.
  • Secured sponsorships through brand outreach and negotiations.
  • Conceptualised and executed promotional campaigns to drive visibility.
  • Managed cross-functional teams for seamless event execution.
VI. The Back Cover / Get in touch

Let's
build
something real.

Open to roles in digital marketing internships, brand strategy, content & campaign roles, influencer marketing.

Bengaluru-based. Available immediately. Quietly obsessed with how a brand sounds when nobody is listening and louder when they are.

Email acharyatuhinaa@gmail.com → Instagram @tuhinaacharyaa → Phone +91 92842 96032 →