Khushi
Bag.
Marketing and Growth Lead
She builds the part of a launch most studios treat as an afterthought: the content system that has to keep running after the site goes live.
The work
A launch is not finished when the site goes live. It is finished when somebody finds it.
Khushi Bag
Selected work
Two brands, two markets.
How she works
Start from the customer’s situation, not the feature list.
She reads psychology at Sophia College in Mumbai, with a minor in statistics and a particular interest in human behaviour and workplace dynamics. It shows in the work.
Audience segmentation, creative strategy, localisation, and the calendar that turns one product into a month of reasons to care. The through-line across both projects is the same, and it is the thing most product marketing gets backwards.
01
Start from the situation
A product has one description and several reasons to care. The rushed office morning and the interrupted night are different customers, and they do not respond to the same advertisement.
02
Write for the market, not into it
Copy written natively in the language it will be read in, with sentence length and text density controlled for how people actually read on a phone.
03
Plan the month before making the asset
A content calendar decided in full up front is what separates a campaign from a set of posts. The system has to keep running after the launch week ends.
In the system
The one who makes things clear.
Reidify runs on five operators, and KAIRO holds insight: positioning, perception, and the moment a muddled proposition finally resolves into one sentence a customer recognises. It is the discipline this desk is responsible for.
Reidify is two people, and a system.
Rish builds. Khushi makes sure it reaches somebody. Everything else is structure the two of them keep sharp.