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Hi, I am Vibha

As a behavior change strategist, my role revolves around empowering clients to shape persuasive and impactful products, services, and communication. Over the years, I've had the privilege of collaborating with a diverse range of entities, including established global brands, Indian enterprises, startups, NGOs, social sector enterprises, and government bodies.

My approach is deeply rooted in behavior science and a human-centered process. Through the utilization of proprietary tools, I facilitate the creation of strategies that not only meet core business needs but also effectively fulfill communication objectives.

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Writing, Training & Teaching

I enjoy putting pen to paper and sharing my experiences. That’s how I find, nurture, and share new ideas.

My experience of working as a strategy planner in advertising industry gives my teaching a real-world, practical edge. At the same time, having a PhD, brings necessary rigor and scientific curiosity to my classroom.

Want your students to get a holistic understanding of the art and science of brand building in a forever evolving media and social landscape?

Interested in decoding the nuts and bolts of developing social and behavior change campaigns for health, gender, climate, sanitation, hygiene, etc.?

Need to conduct workshops on developing BCC strategy, IEC campaign planning, qualitative research methodology?

List of publications

Academic Publications

Brand Case Studies

My Story

I am a former public health expert and brand strategist who believes in the power of communication for good. I have led and contributed to strategy that has helped brands grow, solved crisis situations, enter new markets and reboot in existing markets.

Over past 16+years I have worked in advertising, built two start-ups, earned a PhD and turned into a conscious urban farmer. I have worked on brands like Coca-Cola, Dettol, Mastercard, Nestle, Wrigley’s and Dabur (to name a few). I have also worked on large scale public health initiatives like Banega Swachh India (Reckitt), Malnutrition (Unicef), Breastfeeding promotion (Ministry of Women & Child Development, Nestle) among others. Over the years, my work has been recognized for strategic effectiveness at national, APAC and Global stages including the Effies, Appies, Jay Chiat, AMEs and WARC Effectiveness Awards.

I have been a visiting faculty with several B-schools as well as graduate and post-graduate courses with Delhi University. I continue to participate in both National and International conferences as an academic researcher and an Industry Professional. I have also published several research papers and industry case studies during my career. Distilling the various learnings along the way, I now have created a proprietary framework that puts curiosity at the center. It asks questions around our memory structures, decodes the social norms, delves into the semiotics and existing vocabulary construct, draws on visual culture while mapping consumer journey to inform the solution narrative.

Have a business, brand or consumer challenge you’d like to solve?

You can connect with me

Expert talks | Brain picking sessions (typically 1hr) | Mentoring & Networking | Short term projects