Pooja Ferwani

A brand and marketing professional with over 14 years of experience, extensively worked on positioning, communication and content strategy across platforms.

Marketing from I.B.S.A.R (Institute of Business Studies & Research) Navi Mumbai, Bachelor of Arts from Kota University 2005, Intermediate in Arts stream from Rajasthan Board – 2002

• Lead the brand key for Mumbai Metro One, with the objective of transforming the way public transport is perceived.
• Part of the key team to launch the first Metro of Mumbai
• Created properties like Metro Hero (an initiative to celebrate thoughtful and responsible commuters, by awarding them real time) to continuously generate brand stories, resulting in sense of ownership.
• Launched and expanded Majhi Metro Festival for four years, exploring photography, poetry, films, painting with masses, generating repository of crowd sourced content and create sense of ownership and love for Metro.
• More than 25000 entries in Majhi Metro Festival in 2018 itself, resulted in huge repository of user generated content, resulting in not only brand advocacy, but also saving of cost for content creation in future campaigns.
• Devised ORM strategy, which played a significant role in converting negative chatter online before the launch in to positive, from 90 % conversations in negative space in 2013-14 to more than 90% positive conversations in 2015-16.
• Conceptualized and managed the designing of two coffee table books for Mumbai Metro.
• Planned and implemented long term and short term social media strategy as per brand objectives since 2014, making Mumbai Metro One the first public transport in India utilizing social media extensively.
• Streamlined channel wise social media objectives and content strategy, Mumbai Metro One’s Instagram handle goes way ahead its international counterparts too.
• New product and service launches in Mumbai Metro
• Timely tactical campaigns for increasing ridership resulting in increased numbers, for example a campaign specifically carried out to increase ridership in WEH Metro station resulted in 10000 people choosing WEH Metro station to board Mumbai Metro instead of Andheri Metro Station.

• Brand Positioning and Strategy
• ATL and BTL campaign
• Crowd sourced Campaigns
• Marketing Communications
• Event Management
• SEO
• Social Media Management & ORM
• Digital Marketing
• Market Research and Consumer Insights
• Product & Service Launches

• Date of Birth: 02/10/84
• Nationality: Indian

• Majhi Metro Festival: Winner of Best Crowd Sourced Marketing Campaign Award (Gold) 2016, from Asia Pacific Customer Engagement Awards.
• Have a nice day: Won Silver for Strategic Brand Identity by Designomics·
• Certificate of appreciation from Vice Chairman- Reliance Infrastructure for singlehandedly launching Majhi Metro Festival and revamping the station designs with crowd sourced art in 2014.