Divyam Chaturvedi, copywriter and Assistant Copy Lead

Hi, I’m Divyam Chaturvedi.

Officially, I’m an Assistant Copy Lead.

In practice, I write to generate leads, win pitches & protect the brand as its custodian.

Scroll on to see what I bring to the table.

What I Do Best

Pitch decks Marketing strategy Performance
marketing Brand
shoots Brand language & voice Project naming Business development Team management Client servicing

About

Me, my work and the journey so far

Amid genuine uncertainty, writing became my constant and opened new doors. Philosophy felt like a difficult career bet here; journalism, if I’m honest, seemed a little too risky.

Writing led me into copywriting. Over the past five years, I’ve grown into an Assistant Team Lead, with responsibilities that go well beyond the page. I’ve sourced and pitched high-value clients, helped close new business and built client servicing from the ground up.

I’m also an SWA-registered screenwriter based in Ahmedabad. I’ve written and directed an independent documentary and developed four feature film scripts across different genres.

The projects, pitches and proof are some scrolls away.

The Career Arc

From intern to closing clients →

  1. 01

    Intern

    1–1.5 years

    Spent 1 to 1.5 years across internships with different organisations, building experience in content writing, copywriting and brand consultancy.

  2. 02

    Junior Copywriter

    2 years

    Learned the fundamentals of the craft, then moved into more complex brand work and performance marketing campaigns.

  3. 03

    Senior Copywriter

    Took the lead on pitches

    Built high-level pitch decks, presented to clients and stepped beyond the usual role to help drive business development.

  4. 04

    Assistant Team Lead

    Leading a team of 4–5

    Led junior and senior copywriters while owning major client pitch decks, onboarding, business development, industry events, and client servicing.

    Now!

CLIENTELE

Brands, campaigns, and heavy lifts across real estate, FMCG, healthcare, and industrial infrastructure.

The Pitch Strategy That Won

Adani Realty Inspire Arcade

Adani Realty is developing Suryagram, a major commercial and lifestyle ecosystem in Bapunagar, Ahmedabad, designed to transform local business hubs.

Build a comprehensive action plan and marketing strategy for their commercial complex, Inspire Arcade.

Before writing a single line of copy or mapping a media plan, we hit the streets. We conducted a thorough reconnaissance of the property's periphery in Bapunagar, meticulously studying the local ecosystem, existing trade patterns, and everything within a 5-kilometre radius to understand how local merchants actually operate.

Through intensive brainstorming sessions with the team, we mapped out distinct consumer behaviour patterns, dissected local insights, and ultimately formulated 6 unique routes of communication to target different buyer segments.

The pitch day delivered the ultimate validation. The client was genuinely impressed, repeatedly praising the creative direction and strategic depth. Seeing our approach land so powerfully left the entire team overwhelmed.

The Impact The commercials have been finalised with Adani Realty, and we are set to begin the work shortly.

Pitch deck 72 slides Slide 01 / 72

TSK Chef Aanal Kotak

TSK is the FMCG venture of celebrity chef Aanal Kotak, founder of The Secret Kitchen. While Chef Aanal represents a powerful standalone brand, that equity needed to be successfully translated into her growing sub-brands.

Break through an exceptionally cluttered FMCG market to establish a distinct brand voice and drive high-impact B2B and B2C traction.

Analyzed comprehensive positioning strategies for the heavily cluttered FMCG segment—determining whether to break through through radical differentiation or lean into category conventions with a distinct voice.

Developed 360-degree ideas covering B2B and B2C HORECA units, spanning fundamental execution, unique value propositions, dedicated chef communities, and a full spectrum from sales initiatives to CSR activities.

Delivered research of a depth and calibre the client had never seen before. The B2B component was closed on the exact same day, while the B2C portion advanced to a second round after the client's underlying objective shifted slightly.

The Impact Engineered a pioneering communication style for B2B HORECA that had never been done in the sector. It drove such intense lead volume and engagement that the client's biggest bottleneck became not having a large enough sales team to service the demand, while the B2C content approach broke the mould just as effectively. The complete performance marketing metrics and business closure results are covered separately in the performance marketing section.

Pitch deck 88 slides Slide 01 / 88

Pitches That Impressed the Client

Open any deck to flip through the full pitch.

TSK: The Master Case Study

Moulding Anger to Win an Account

When a pitch fell through, I flipped the playbook, targeted their main rival, and closed the account from scratch.

  1. 01

    The Context

    I was trying to land an FMCG account from my previous agency. The client initially said yes, but right after I put in the heavy lifting to prep the pitch, they flipped and decided to stick with their existing agency.

  2. 02

    The Counter-Attack

    Instead of letting the frustration sit there, I channelled that energy somewhere useful. I took the list of direct competitors the client had shared with me during our talks and decided to pitch one of their main rivals instead.

    Conversation with Chef Aanal Kotak
  3. 03

    The Execution

    I dug deep into that competitor list, analyzed it to find the hidden potential others were missing, identified the right target, and proactively reached out to get the conversation started.

  4. 04

    The Impact

    That act of defiance didn't just close a rival—it redefined our entire playbook. We didn't just hand them a standard layout; we built an entirely distinct brand language, locked down their tone of voice, and engineered performance-driven assets that took FMCG branding to an entirely different tier.

Scroll-Stoppers

The hooks, scripts, and lead video campaigns that stopped the scroll and drove the numbers.

Video coming soon
TSK · Gravy concept
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TSK · Health ki guarantee
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Cosmos Advertising
Video coming soon
TSK · Intro
Video coming soon
Siban · 10% entry plan
Video coming soon
Cosmos · Website ad
Video coming soon
TSK · No preservatives
Video coming soon
Siban · Ad reel
Video coming soon
Siban · Scripted ad
Video coming soon
TSK · Frozen concept
Video coming soon
Siban · Exclusive entry
Video coming soon
TSK · UGC
Video coming soon
Siban · Invest in GIFT City
Video coming soon
TSK · B2B
Video coming soon
Siban · Gujarati ad
Video coming soon
TSK · Gravy + frozen
Video coming soon
TSK · Behind the scenes
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TSK · B2B chef story
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TSK · UGC 2
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Logo reveal
Video coming soon
Concept reel

Parent Geenee

Conceptual Video Series

1:08
Concept 1  Core Explainer
1:00
Concept 2 News-Style Hook
1:09
Concept 3 Storytelling Framework

Performance Marketing

“A copywriter must remain a salesperson!”

TSK ad: best performer in the US market
TSK ad: best performer in the domestic market
01 / 12
B2B & B2C Brand Scaling

TSK (Chef Aanal Kotak)

0leads · Chicago campaign
0per lead · South India
0Instagram followers
The Objective
Build a digital presence from scratch for celebrity chef Aanal Kotak's FMCG brand (ready-to-cook gravies with guaranteed taste consistency), establishing her expertise and generating qualified B2B/B2C enquiries in new domestic and international markets.
The Strategy
Placed the founder's story and vision at the center to build trust faster than standard product claims. Combined organic and paid multi-segment content, testing two key corridors: a Chicago campaign targeting international food businesses and a South India campaign for domestic B2B expansion.
The Achievements
  • Chicago Campaign (1 Month): Generated 50+ leads (~50% valid), resulting in a high-value partnership where a lead opened 2 USA cafe outlets with Chef Aanal Kotak.
  • South India Campaign (1 Month): Generated 100 leads (40% genuine sourcing interest) at ₹97 per lead.
  • Overall Scale: Grew Instagram from 300 to 2,500 followers in 6 months, unlocked organic lead flow alongside paid pipelines, and drove nationwide B2B/B2C orders plus Swabhimaan Abhyaan inquiries.
02 / 12
GIFT City · Luxury Residential Campaign

Sobha Elysia

0leads in 1 month
0relevancy ratio
0on-site visits
The Objective
Reverse a demographic skew where roughly 80% of sales came from outside Gujarat by generating qualified leads from within the state and driving local site visits for Sobha Limited's luxury development (2 towers, 572 units offering 3 BHK, 4 BHK, and duplex residences starting around ₹2.5 crore).
The Strategy
Treated regional language as the core strategy. Instead of relying on polished English, every message was written in Gujarati to make the project feel local and accessible. Utilized a mix of Gujarati static ads for fast communication and Gujarati videos for storytelling, keeping the budget exclusively targeted within Gujarat to position GIFT City as a local global address.
The Impact
Generated 150 leads in 1 month with a 45% relevancy ratio (~68 genuine, qualified buyers), successfully driving 15 on-site visits.
03 / 12
GIFT City

Siban Multiverse

0leads / month
0avg. CPL
0CTR
0lead qualification
The Objective
Generate high-volume yet quality leads by creating awareness around the GIFT City opportunity, attracting homebuyers and investors from Gujarat and key Indian metro cities.
The Strategy
Positioned the project as an investment in GIFT City's growing ecosystem alongside the Big 4. Utilized niche regional influencers and focused hooks around a 10% entry, zero EMI, and special 5% armed forces benefits. When lead flow began to stagnate, I took the initiative to script and shoot multiple hook-driven videos promoting the Siban Passive Income Program and the 10% payment plan, successfully reviving and scaling the lead volume.
The Impact
Delivered 2,500+ leads per month at an average CPL of ₹190, a 3% CTR, and a 35% average lead qualification rate over a 1-year campaign.
Mascot Industrial City ad creative 1
Mascot Industrial City ad creative 2
Mascot Industrial City ad creative 3
Mascot Industrial City ad creative 4
Mascot Industrial City ad creative 5
Mascot Industrial City ad creative 6
04 / 12
Vitthalapur

Mascot Industrial City

0qualified leads
0CPL
0relevancy ratio
The Objective
Generate high-intent B2B leads for industrial plots (ranging from 1,400 sq. yards to custom acre-sizes) and premium industrial dormitories within a massive 385-acre mega industrial park in India's emerging auto-hub, Vitthalapur.
The Strategy
Shifted away from conventional, dry real estate copy by focusing on real industrial pain points—such as resolving worker housing issues with the hook "Workforce Management Ki Jhanjhat Khatam." Positioned the project around plug-and-play infrastructure, 100% NA title-clear land, zero transit loss, and smart integrated worker housing (equipped with modern amenities like canteens, 24/7 power, and security).
The Impact
Generated 251 qualified leads spanning industrial plots and dormitories at an efficient CPL of ₹200, achieving a 30% relevancy ratio (yielding ~75 highly relevant enterprise/industrial leads).
Shrujan exhibition ad creative
Shrujan exhibition ad creative
05 / 12

Shrujan

0quality leads in 15 days
0creative angles
The Objective
Generate high-intent leads to drive footfall for an exclusive Shrujan exhibition in Mumbai within a tight 15-day window.
The Strategy
Crafted 10 distinct creative angles (static + video)—testing different psychological hooks around heritage, exclusivity, and status to see what language resonated best with urban connoisseurs.
The Impact
The messaging pulled its weight, generating 200+ quality leads in just 15 days and driving immediate, high-conversion WhatsApp inquiries.
06 / 12
Sanand

Neelkanth Sky

0total leads
0avg. CPL
0relevant lead ratio
The Objective
Generate quality leads from end users looking for 2 BHK homes in Sanand while building awareness of the lifestyle and living experience.
The Strategy
Deployed a vernacular strategy to connect locally. Conducted a dedicated sample-house content shoot to help buyers visualize their life, moving beyond standard project USPs.
The Impact
Generated 700+ total leads with an ad spend of ₹85,000, achieving an average CPL of ₹121 and a 47% relevant lead ratio over a 6-month campaign.
Scientific Diagnostic Centre ad creative
07 / 12
Ahmedabad Health Realities

Scientific Diagnostic Centre

0revenue
0ad spend
0ROI
The Objective
Increase new footfalls and revenue by targeting individuals with lifestyle-driven health concerns who had a real, pressing reason to consider diagnostic testing.
The Strategy
Challenged conventional fitness-focused targeting by focusing instead on lifestyle risk factors (such as smokers, obesity, unhealthy food/alcohol habits, and overdue check-ups). Partnered with lifestyle and comedy influencers using the core angle: "Health isn’t a fitness problem. It's a universal concern." Positioned diagnostics as a necessary health reality check.
The Impact
Generated ₹80,000 in revenue from an ad spend of ₹18,000 over a 1-month campaign targeting THP, D3, and B12 tests, yielding a 4.4X ROI (and expanding into a successful 2-year ongoing partnership).
08 / 12
Dholera · Land Investment Campaign

Shivan Infra

0total leads
0month
The Objective
Generate high-intent investment leads for land schemes in Dholera by targeting regions with a strong cultural affinity for land banking.
The Strategy
Focused geographic targeting on North India—specifically areas like Punjab where investors actively believe in land acquisition and wealth creation through real estate.
The Impact
Generated 70+ total leads in just 1 month, highlighted by multiple qualified prospects and capped off by a monumental high-intent conversion where a single lead purchased the entire project/scheme.
Serene Sparkles ad creative
09 / 12
South Bopal

Serene Sparkles

0sell-out
The Objective
Build brand awareness and generate quality leads by positioning the project as Ahmedabad's first kid-friendly home, targeting working professionals and families looking for thoughtfully designed 3 BHK residences.
The Strategy
Handled the project end-to-end—from logo ideation and brand communication to lead generation and supporting the project all the way to 100% sell-out. Anchored the core messaging around child-centric amenities (such as a kids' gym, art & music areas, and play spaces) and a 100% paperwork assurance to streamline the home-buying experience for families.
Serene Elegancy price-hike ad creative
10 / 12
Ambli · Premium 3 BHK Residential Campaign

Serene Elegancy

0leads on Meta in 1 year
0per lead
0lead relevancy
The Objective
Generate a steady flow of qualified buyer enquiries on Meta, converting them into site visits and bookings by targeting families who could afford the ticket size (₹95 lakh to ₹1 crore) and were ready to decide a crowded Ambli micro-market.
The Strategy
  • Targeted families in established, premium Ahmedabad neighbourhoods looking to upgrade to a spacious 3 BHK.
  • Built communication around trust and transparency—leading with a 5% booking benefit to drive immediate action and 100% paperwork assurance to guarantee legal clarity.
  • Leveraged real-resident video testimonials once families moved in to maximize credibility over standard renders.
  • Continuously optimized over a full year to manage lead quality over sheer volume.
The Impact
  • Generated 3,000+ leads on Meta in 1 year at ₹220 per lead.
  • Achieved a 35% lead relevancy (~1 in 3 enquiries being a genuine, qualified buyer).
  • Secured 8–10 high-value bookings every year directly from leads, taking the project to a 100% sold-out status.
  • Delivered a reusable creative library of resident testimonials for the client.
Citadel offices and showrooms ad, black version
Citadel offices and showrooms ad, teal version
11 / 12
Ambli-Bopal Road

Citadel

0total leads
0relevant leads
0avg. CPL
The Objective
Generate high-intent leads for ultra-premium commercial spaces (ranging from ₹1 Crore to ₹12 Crore) located on Ambli-Bopal Road.
The Routes
Built messaging hooks that spotlighted elite project USPs, including IGBC Green Building certification, Class 'A' grade construction, Vastu compliance, and personal office foyers.
The Impact
Ran a 1-year campaign delivering 2,536 total leads (~890 relevant leads at a ~35% valid lead ratio) at an average CPL of ₹250.
12 / 12
Agency Lead Generation

Cosmos Advertising

0total leads
0average CPL
0relevancy ratio
0new agency clients
The Objective
Generate direct high-intent leads for the agency itself.
The Strategy
Deployed targeted website ads and advanced AEO/SEO ad strategies to capture agency clients.
The Impact
  • Total Leads: 400
  • Total Spend: ₹2,42,061
  • Average CPL: ₹615
  • Relevancy Ratio: 30%
  • Business Result: Successfully closed 4 new agency clients.

Social Media Marketing

The content, the grids, and the growth strategies

Branding

Logos, scripts, hoardings and all the words in between.

Moving Beyond the KRA

Work that went far beyond the role description.

  • Business Development

    Stepped into direct sales and deal acquisition—highlighted by flipping a lost pitch into a direct competitor win for TSK and hitting the ground at physical industry events to scout and secure new business opportunities.

  • On-Screen Performance & Ad Execution

    Stood up in front of the camera—acting, executing hooks, and fronting performance marketing video ads and social media grids to drive immediate engagement and conversions without relying on external talent.

  • New Product Research

    Bridged copywriting with deep product science—researched and formulated insights for protein brands, including hyperlinking the detailed chemical/nutritional composition for two fitness products to anchor marketing claims in real science.

  • Client Servicing

    Managed high-stakes, multi-industry account relationships simultaneously—juggling the distinct demands of FMCG brands, pathology labs, and large-scale industrial developers without missing a beat.

  • Shoots & Conceptual Scripts

    Took total ownership of video execution—introducing original creative concepts, drafting the scripts, and driving production from the ground up.

  • Agency Frameworks & Team Mentorship

    Designed and standardized agency-wide operational frameworks—building bulletproof workflows for briefing, client onboarding, pitch routing, and pre-flight quality assurance—while stepping up to train, review, and elevate junior writing talent through rigorous research standards, headline discipline, and strategic rigor.

Awards, Accolades & Promotions

Recognition from clients, juries and the teams I’ve worked with.

Divyam receiving the promotion certificate from the Cosmos leadership team 2 photos

Promoted to Assistant Copy Lead

Cosmos Advertising

Excellence in Stall Design trophy from the NAREDCO Biggest Property Fest

Excellence in Stall Design

Cosmos Advertising · NAREDCO Property Fest 2024

Divyam receiving the Employee of the Month award at the Cosmos townhall

Employee of the Month

Cosmos Advertising · Townhall 2025

Agent of Progress 2023-24 certificate from Communication Crafts

Agent of Progress

Communication Crafts · 2023–24

Communication Crafts Wow Winner card

WoW Card

Communication Crafts

Award trophy for the documentary Saburnmati at the Pratibimb Film Festival

Runner-Up Documentary Award

“Saburnmati” · Pratibimb Film Festival