Poulomi S Mukherjee
Brand Storyteller & Marketing Strategist
In today’s fast-paced social world, we only have a few seconds to capture attention and create a lasting impact - that’s where I come in.
I design integrated campaigns and experiences that express brand identity, safeguard personality, and translate directly into business results.
Some of my projects...
A CSR initiative with local relevance, combined with on-ground experience of art.
This campaign was a part of Bengali New Year celebrations. To make the new generation familiar with Patachitra - a native Bengali art form, we had invited two Patachitra artists to paint on regular objects in the cafe premises.
An Instagram ad to launch the brand’s instant Hot Chocolate product. Another video that I love to rewatch. It is barely 15 seconds long and yet it is super fun, and insightful - shows how to use the product, plus it is relatable as it captures a GenZ culture of staycations.
Durga Puja is the loudest marketing season in Bengal. Instead of competing in that noise, I chose Mahalaya — quieter, more nostalgic, more personal.
The campaign revolved around homecoming, because every Bengali carries a Mahalaya memory. We leaned into intimacy rather than spectacle.
Kolkata is often celebrated for its art and intellectual culture and most brands lean into that familiar narrative.
We chose a different truth.
Instead of the predictable “cultural richness” lens, we celebrated Kolkata’s athletic pulse — and it struck a chord. The film went viral across India, resonating far beyond Bengal. The narrative also aligned seamlessly with coffee because coffee fuels motion, energy, and action.
Cranberry Coffee is one of Roastery’s signature, trademarked recipes. It’s bold, red, youthful — so the campaign had to feel the same way. We built a visually striking, red-forward narrative and collaborated with carefully chosen influencers across cities, giving them the freedom to express the product in their own voice.
Instead of casting actors, we invited real customers to be part of our video. The result was layered, colourful, and imperfect in the best way — because it felt real.
Marketing, for me, isn’t only about campaigns. It’s about creating spaces. Through physical and online workshops, we invited conversations around art, ideas and culture. Collaborations with people and organisations we admired helped us grow not just numbers, but community.
For Diwali, we centred the campaign around Alpona, recognising homemakers who practise the art without recognition. What began as a campaign slowly became part of Roastery’s identity. Today, Alpona is painted in every outlet — often by our own staff, as a quiet, cathartic ritual that brings the team together.
During festive seasons, the challenge was to promote multiple products without overwhelming the audience. We focused on capturing mood first, product second — allowing the brand to feel celebratory yet cohesive
Our first brand film aired in Helsinki, Finland,
marking Roastery’s entry onto an international stage. As we were representing India, the storytelling carried responsibility. We chose to foreground the source, the farms, the people, the origins —
allowing the product’s journey to speak for itself.
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The copy was kept minimal, simple, and clear. No excess, no noise. Just authenticity.
It became the first Roastery advertisement to run in Helsinki, a quiet but significant step in taking an Indian coffee story global.
To celebrate Pride Month, we approached it in true Roastery style — through craft and conversation. We collaborated with potters from Shantiniketan to create a series of coffee mugs inspired by the various Pride flags. Instead of limiting ourselves to the rainbow flag, we highlighted the diversity within the LGBTQIA+ community — representing identities such as lesbian, gay, bisexual, asexual and more through their distinct colours.
The mugs were available in-store and became part of the café’s Pride décor, allowing the conversation to live in everyday spaces. What made the initiative especially meaningful was that newspapers and influencers organically chose to speak about it — not because it was pushed, but because it felt new, thoughtful and impactful.
It wasn’t just a symbolic gesture; it was an effort to inform, represent and normalise with care.
For this Instagram-first Diwali campaign, we created an ambiance inspired by a South Delhi celebration — polished, premium, and aspirational. Since the hampers combined brassware with luxury chocolates, the visual language had to reflect richness and refinement.
The styling, décor, and set design were carefully curated to mirror the posh, contemporary elegance associated with South Delhi homes. The idea was not just to showcase products, but to place them within a setting that felt familiar and desirable to the target audience — ensuring the campaign looked both luxurious and relatable.
This was our first Mahalaya campaign, and its power lay in its simplicity. The film was just 15 seconds long — created within the Instagram Reel format — yet it struck a deeply emotional chord with Bengalis.
The response was entirely organic.
It was widely shared, not just viewed.
The comments weren’t casual reactions; they were heartfelt notes from people who saw their own memories reflected in it.
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The campaign went on to be picked up as a case study by multiple agencies and, even today, it is remembered by patrons and viewers as one of Roastery’s most meaningful pieces of work — a reminder that sometimes restraint creates the strongest impact.
One of our product films was created on an almost negligible budget. It reminded me that clarity of idea matters more than scale of production.