Mahima Barasia

At Stanley Black + Decker, I played a core role in executing high-impact campaigns that brought fresh energy to the power tools industry. A key challenge was making tools culturally relevant on social media. For Women’s Day, we launched #ScrewItUp, a stereotype-breaking film that positioned the BD40 as a “One Tool Wonder,” leading to 3.1M+ reach, a 30% spike in sales, and 230K shares—bagging 4 awards. On Music Day, we cracked 'Sonic Branding' with a video made entirely of tool sounds, giving the brand a unique audio identity. For the 10Kg Demolition Hammer, we showcased product engineering by letting makers narrate its story, resulting in 1600+ hammers sold at a single offline event.
 

We also launched a new screwdriver range to challenge the market leader, Green Taparia, through three sharp films anchored in user insights and the catchy proposition "Yellow Hai, Sahi Hai." With just 2 weeks of turnaround time, we conducted interviews with 25+ tradesmen to ensure authenticity and depth in storytelling. These campaigns strengthened my ability to translate complex product narratives into consumer-first communication—through strategic ideation, detailed planning, and end-to-end execution.

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