Building a content ecosystem for NRIs navigating life back home
- Client
- Root RS
- Sector
- NRI services and consumer services
- Services
- Content strategy, content creation, social media, community-led marketing
The brief
Root RS supports NRIs who need reliable help in India with property management, elder care, documentation, travel and everyday tasks. The challenge was to explain a broad range of services to an audience dealing with distance, trust and practical worries.
What I did
Developed content themes and messaging for each service category, including educational content, seasonal campaigns and social media initiatives. Planned content and wrote channel-specific messaging to make the services easier to understand and more relevant to the audience. Created pitch decks and business proposals for sponsorships and influencer marketing, to help the brand gain visibility and grow.
Examples of the work
- Website content, including "Peace of Mind for Your Parents in Chennai: How Root RS Can Help"
- Blog posts such as "Chores Big & Small", and customer testimonials
- The founder's LinkedIn page, including "Why B2C service startups are the ultimate trial by fire"
- Answers and conversations on Reddit, Quora and WhatsApp
People aren't buying a service. They are buying peace of mind.
What changed
More traction across the website and social media, stronger business connections and brand visibility through LinkedIn, and a move into the corporate market.