Brand & Content Strategist · Kochi, India
Positioning, content systems and narrative architecture — for brands that would rather mean something than merely be seen.
1.8M views · 483K on a public-interest film · 10K → 50K in eight months
The premise
Most brands think they have a content problem.
They don't.
They have a meaning problem.
Nobody decided what the brand is for.
The flat feed, the launch that underperformed, the sense that nothing lands — those are symptoms. The cause is almost always upstream: nobody has decided what the brand is for, so every piece of work has to argue for itself from scratch.
What the brand believes, who it's speaking as, the world it builds, and what has to be true for that world to feel inhabitable rather than decorative. Then the content system that makes it repeatable — pillars, formats, voice and cadence built so a team can run it without asking what to post next.
My background is sociology and brand communication, which is a longer way of saying I read culture for a living and treat brands as things people use to say something about themselves.
The reel beside this is entirely mine — the idea, the shoot, the edit, all of it. A film for a neighbourhood bookstore, made without a team, and the best-performing thing the account had posted.
For Roomindo and FindMyHostel I work the other way: I ideate and direct the video — the concept, the script, the shot logic — and hand it to a production team to execute. The founder films, the POV series, the campaign pieces come out of that direction.
That's the range. I can hold the vision and make other people execute it, and when it matters, I can pick up the camera and make it myself.
Sometimes the clearest view of how someone thinks is the work they do before a brand has committed a rupee. These are concept decks — full brand and content direction pitched to two prospective clients. Both loved the thinking; neither engagement went ahead. Shown here as strategy, plainly, because the strategy is the point.
A patisserie repositioned from a place you buy pastry into a place you go to pause. The deck builds a content world around ritual — “The Croissant Dip” as a weekly watch, “Corners of Relish” for the people who come to a café to be rather than to eat — with a full visual direction and an Onam edit rooting it in Kerala.
A heritage jewellery brand given an editorial, emotional voice — pieces framed as inheritance and memory rather than product. Darker and more cinematic than Relish by design: the same strategic method, a completely different register, to show the approach isn't a single aesthetic.
Amaana has an eye for detail that shows up everywhere — the direction, the palette, the way the whole thing hangs together. Working with her to build the brand from the beginning was the part of this process I enjoyed most. She gave a very new brand a sense of what it actually is.Nazla Salim
Founder, a baby-food brand launching 2026
I worked with Amaana back in 2019 and I still call her. Whenever something comes up that needs a real perspective rather than a quick answer, she's who I go to. Six years now, across completely different projects. I don't think there's a better recommendation than that.AshfaqueCEO, Bluecast Technologies
What struck us first was the eye — she sees things in a space that we'd stopped noticing ourselves. But the creative thinking always came attached to a reason. People came in because of the content, and told us so. For a restaurant, that's the only measurement that counts.Ashfaque AhamedCo-Founder, Costco Ventures — Swargam Backwaters & Urban Forest Cafe
Amaana came in and took ownership of something that had been running without a clear direction. Within a few months the difference was visible — not just in the output but in how the team worked. She built a creative pod that functions on its own, and the results have followed. She's the person I trust to hold the brand while the rest of us build the product.ShiyasCEO, Bodhwi Technologies
Amaana's strengths sit further upstream than most people expect. Her brand decks are the clearest articulation of direction we've had — the kind of document you can hand to a partner or a client and have them understand the business immediately. That clarity has translated into how we go to market and who we're able to bring on board.Hanzal SalimCOO, Bodhwi Technologies
Amaana understood our products better than most people we've worked with, partly because she's genuinely a stationery person — she knew what a customer would want before we did. That fed everything: the content ideas, the shoots, the flatlays. She wasn't handed a product to market, she was part of how the product got made.AbizerBrand Manager, Factor Notes
Amaana has an eye for detail that shows up everywhere — the direction, the palette, the way the whole thing hangs together. Working with her to build the brand from the beginning was the part of this process I enjoyed most. She gave a very new brand a sense of what it actually is.Nazla SalimFounder, a baby-food brand launching 2026
I read culture for a living and I'm a stationery person at heart — the paper kind of person who believes the details are the message.
I take on brands where the thinking is the point — where someone wants to build something that means something, not just fill a content calendar. The work I do best sits ahead of execution: what the brand believes, who it speaks as, and the world it invites people into.
Currently leading brand and content across two platforms at Bodhwi Technologies, directing a cross-functional pod of designers, writers and event managers. Before that: content and copy for Garmin's UAE distributor and VOX Furniture out of Dubai, and the content strategy behind a stationery brand's growth from ten to fifty thousand followers in eight months.
Advanced Certificate in Brand Communication Management, MICA Ahmedabad. B.A. Sociology.
Download CV →Brand strategy · Brand positioning · Content strategy · Social media strategy · Cultural positioning · Audience research · Campaign planning
Instagram marketing · LinkedIn marketing · Content marketing · Community management · Influencer marketing · Editorial planning · Content calendars
Copywriting · Creative direction · Video scripting and direction · Visual direction · Brand decks
Team leadership · Cross-brand oversight · Creative pod management · Cross-functional collaboration
Meta Business Suite · Postly · Buffer · Hootsuite · Canva · Figma · CapCut · Notion · ClickUp · Slack · Google Workspace · AI-assisted content workflows
Contact
Kochi, India · Working remotely
