Overthinking a headline...
WriterStrategistYour brand doesn't need more content. It needs a point of view worth coming back to.I build the strategy and write the words that make it happen - for founders, brands and creators.
Hi, I'm Diya.
I studied data science at IIT Madras, so yes, I will ask what your CTR is. Then I will write you something that makes people feel things.
I help founders, brands and creators work out:
I'm the protagonist of my own narrative, which is exactly how I know your brand needs to be the main character of its own. I write:
Also: I love breaking down contradictory topics and I talk like I'm hosting a podcast. I've been on four, so it checks out.
Four moves, one clear direction.
Six things I do well. Hire me for one, or all six.
Positioning, messaging hierarchies, content pillars and territories, go-to-market. The "what do we even say" part, solved first.
(the creative playground)
Things I made because a brief wasn't enough. Unpaid, and very much on purpose.
The full think piece behind the nomination, written in 50 hours. No sleep was harmed. Okay, some.
Read it → No. 02 / Original song
My IFP 2026 song. Yes, the strategist also writes lyrics. The brief was my own feelings; the client was very demanding.
Play it → No. 03 / Short film
A short film on depression by Team Saath, IIT Madras Paradox. I played the lead, Diya (not a stretch), and co-wrote the script.
Cast: Diya Nathwani Script: Tanishka Sharma & Diya NathwaniWatch it →(Results)
Real numbers from real projects, with the receipts to back them.
YouTube,
Yash Garg (229K subs)Beat every recent video"Joining Manipal in 2026?
BEWARE!!", which I wrote.
58.7K views: #1 on his channel right now among recent uploads, the most-viewed of his 24 videos since
March 2026, about 4x their median (15K).
#1 on YouTube search for "manipal 2026", top 2 for "Manipal".See the proof ↗
Brut India, Yashita
Singh2M views on BrutBrut India featured Yashita Singh on being an
outsider in the film industry. I wrote and strategised her Nukkad Naatak series.See the proof
↗Melooha, Shark Tank India~38% conversion
liftHinglish ad scripts built on emotional pain hooks.See the proof ↗Paradox, IIT Madras399.7% reach, 553.8%
engagementInstagram growth for the annual fest content team.See the proof
↗Paradox in Saavan1,700+ virtual
attendeesContent for the virtual edition of the fest.See the proof ↗Pristilo, Dubai~42% sales
liftThe 30-Day Dubai Fitness Challenge and UGC push.See the proof ↗
58 pieces in 7 drawers. Pick one. They're all full.
Ideas that get people talking.
No. 01GTM + guerrilla
House of Biryan
A full go‑to‑market plan: market-culture fit, positioning, supply chain, a 60‑90 day contribution margin and retention model. Then the fun part: a scent-led guerrilla campaign that lets the biryani do the selling.
See the work ↗
No. 02Launch + storytelling
Kukreja Builders, Nagpur
Launch copy for Kukreja Paris City ("Redefining Royalty - brick by brick!") and a legacy campaign about the homes families grow up in. Selling belonging, not square feet.
See the work ↗
No. 03Experiential
Kohinoor Viva City, Pune
A future‑visualisation photo booth that puts buyers inside the view before the building exists. When you see it, you see yourself in it.
See the work ↗
No. 04Creator acquisition
Stars N Celebs
A campus creator hunt with college leaderboards and micro‑influencer loops, plus the talent‑registration strategy behind it. Students became the recruiters.
See the work ↗
No. 05Creative concept
Yashita Singh, actress
A 14-page "How to Enter Bollywood" concept: a documented struggle told as a street-play series, ending in a hand-painted caravan premiere.
See the work ↗Social + UGC
Pristilo, Dubai
A 30-Day Dubai Fitness Challenge, a UGC concept for expat families and website stories (sesame as an Emirati superfood). Linked to a ~42% sales lift.
See the work ↗Marketing playbook
CreatorVerse
A two‑sided creator‑economy playbook: 21 pages covering 80M+ creators, campus CAC of Rs 5-30 and a rate‑calculator viral drop.
See the work ↗Diya original
Own framework
A 7-stage system that turns creators into brands that can earn, starting from positioning. Built from watching too many talented people stay broke.
See the work ↗Strategy deck
Web content strategy deck
Trend hijacking (Vanessa Hudgens and red light therapy), emotional pain scripts, repurposing and Google trust signals, in one deck.
See the work ↗PR + moment marketing
CenturySoft
Gamified challenges, PR pushes and moment‑marketing campaigns that made a content company talk like a consumer brand.
See the work ↗Web + Google Ads
Goodman Creative (Daniel Goodman)
Homepage copy, Google Ads and QA, walked through on screen recordings.
See the work ↗Mental wellness app
Black Swan Co.
Content strategy for a mental wellness app idea. Runner-up at Spirit @ Parivartan '23, IIT Delhi.
See the work ↗Content strategy
Heltr Skeltr
A full content strategy, pitched as an assignment. Proof that I do homework before anyone asks.
See the work ↗Four chapters. Zero boring ones.
Independent Content & Brand Strategy Consultant
Founders, brands and creators
Content Strategist
Affinco Solutions, Nagpur
Content Editor
CenturySoft, Nagpur
Content Creation Intern
International Centre for Clean Water (IIT Madras initiative)
Head of Content, Team Professionals
Paradox, IIT Madras BS annual fest
Business Development & Research Intern
Younity Community
46 tools, 4 languages and the frameworks I actually use.
Core stack (the non-negotiables)
Also in the toolbox
The IITM BS Diaries clips, bite-sized:
xJay with the late Piyush Pandey, Ogilvy's Chief Creative Officer Worldwide
EP. 01
x
xPeople whose work I love, and who I got to meet in real life.
A letter I actually wrote. Raw, mostly as it was.
You're just a small part of my life, but in hindsight I am all of you, and you are the all of me. We call it Writing, but what we mean is the art of words. The words spoken, the words unspoken, and the selective gems we chose to pen down, defying every other thought that deserved to be scratched on the paper as well.
We think anyone can write, but what a pleasure to be the chosen one, to share a small portion of the largest pie called writers. It's so chivalrous of you to be so welcoming that every other person has at least once borrowed a personality from you, or better, known theirs better.
It's so funny how you wittily take all the geniuses under your radar yet keep them behind the fame curtains, letting them be the underrated mystery they all complain about, but also find most sexy.
You've been the inspiration, you've been the revenge. The carrier of kiddish love and adult rage. The beholder of purity and insanity. You've seen it all, and still gave us artists the credit, and not the art.
People diminish it, doubting your future existence, saying unnatural intelligence will take up your space. But how belittling of them to think that the one art, the next kin to the birth of the brain, could easily vanish. They thought this when print media started disappearing. They thought this when newspapers were replaced by TV news. They thought this when people stopped recognising writers and went crazy for the ones standing on the shoulders of their stories.
Oh, what an honour to be called a 'Writer'. Oh, what a limiting thought, to believe such a universally huge flex could fit in one teeny tiny person.
I am not a writer. And can writing ever be me, or mine? Impossible.
It's been centuries, and we still couldn't capture your essence: the thoughts, the words, the feelings, the reactions, the euphemisms, the non-existent. To cage you in the word Writing is so unfair. And to commercialise you, oh, the dare!
I'm nothing in front of you. Not a teenager with tantrums, not a kid with mischief. More like the unborn baby, with no idea what lies beyond its own bubble. You consume me, you hold me dear, and for that I will be eternally grateful to be chosen, in whatever capacity.
A to Z credits to you, to the art of thinking, writing and feeling. I will spend my life, my existence, my entirety, trying to be a little bit closer to you and the divine.
From an immature self-proclaimed genius of your
clan,
Yours,
drishtie.
These 14 lovely people say,
Diya showcased an unparalleled talent for converting highly technical content related to the water industry into an engaging body of work accessible to a wider and non-technical audience.
As the leader of the content team, Diya demonstrated outstanding content management and strategic skills in handling events of significant scale.
Diya is a gifted writer with a keen eye for detail and an impressive ability to craft compelling and engaging copy. Any team would be lucky to have her on board.
During our time working together, she consistently demonstrated a keen eye for detail, creativity, and a deep understanding of target audiences. Diya excelled in crafting engaging and relevant content across various platforms, effectively driving engagement and brand visibility.
While the project idea was initially mine, I must credit Diya for being the driving force behind its success. Diya's dedication, out-of-the-box thinking, and exceptional cooperation were the main ingredients that made our project stand out.
Her unique perspective and ideas brought in engaging and high-quality content for the fest promotion. Her ability to work under pressure and meet deadlines was impressive.
She approaches every project with determination, creativity, and a strong commitment to meeting deadlines. Her ability to craft engaging and high-quality content sets her apart.
Formidable work ethic, excellent leader and team member
Diya is an exceptional Content Strategist with a unique blend of creativity and analytical skills. Her ability to craft data-driven content strategies that align with business goals and engage audiences is remarkable.
In my experience working with Diya, I never had to worry about the tasks assigned to her. She consistently exceeded expectations, delivering high-quality work within the set timelines.
Diya possesses a unique blend of creativity and strategic thinking that allows her to transform complex ideas into clear, compelling written content that resonates with audiences.
She was helpful, jolly, always keen to learn something new everyday, and providing the best quality in her work. She was a very instrumental part of the team.
You don't have to sit with her to explain what to write & what not. Her writing skill is a good mix of current trends & traditional, which makes the content worth reading.
It was good working with you😄
Media, take two
Events, stages, mics and people. The moments behind the work, in one place.
What hiring managers and founders ask me on the first call, answered upfront.
Full-time content strategy, brand or editorial leadership roles, in Mumbai or remote. I also take on select consulting projects with founders and brands.
Say hi
pen name: drishti(कोण) 👀
A role, a rebrand, a launch or a half-baked idea at 2 am? Tell me about it. I'll bring the strategy.
