Fractional CMO · Founder, Brand Couch
Someshwar Raj Mehra
Background
Over two decades of category-leading brands
Maggi’s revival. Samsung’s fight against Nokia. Boost’s repositioning. Havells’ category reframe. That’s the shorthand version of two decades across JWT, Publicis, Cheil, and Mullen Lintas — with a handful of EFFIE Awards along the way.
Before agencies, I worked client-side at General Motors India, on the launch teams for the Chevrolet Beat, Cruze and Captiva — so I know both sides of the brief.
I started Brand Couch in 2020 for the businesses that don’t get access to that kind of thinking — family businesses and growth ventures without a CMO, and the family offices backing them.
Agencies
JWT India · Publicis India · Cheil India · Mullen Lintas · Percept/H
Client-side
General Motors India — launch teams for the Chevrolet Beat, Cruze and Captiva
Recognition
EFFIE Awards — Maggi (Silver, Bronze), McVitie’s (Silver), Havells (Bronze)
Education
MSc International Marketing, University of Strathclyde · BA Advertising & Marketing, University of Delhi
Selected results
01
Dabur Hajmola
Reversed a market-share decline, with a ~5% share gain.
02
Dabur Honey
~6% market-share gain through focused weight-loss positioning.
03
Havells
~12% lift in sales and consideration for fans.
04
Maggi Noodles
A back-to-roots strategy that reversed share decline, with 2–3% growth.
05
MakeMyTrip
A brand relaunch that grew hotel-booking share by early double digits.
06
SpiceJet
A brand revamp that drove double-digit growth and new customer acquisition.
07
Boost
Introduced Virat Kohli after the repositioning; H1 targets achieved in Q1.
08
Samsung
Strategy that saw Samsung outsell Nokia for the first time.
Brand Couch, since 2020
Recent mandates
Retail
Fabindia
A retail footprint and topline growth project, expanding the brand into newer markets.
Hospitality · 43 years, 3,000+ keys
Ahuja Residency
Brand strategy, digital transformation and PR strategy — driving greater visibility and lead generation.
Real estate
MNB Buildfab
Brand positioning, channel engagement that converted unattached partners, and geo-targeted campaigns that generated apartment bookings.
As consultant · major accounts
RK Swamy
Strategic direction for Just Dial (a 12% increase in direct searches), Magicbricks (AI integration and a 4% share gain) and Axis Bank Premier.
Core belief
A business is shaped by the mindset of the people building it.
Mission
Give family businesses and growth ventures the same brand thinking category leaders get, without needing a full-time CMO.
Vision
Make senior brand expertise accessible to businesses and family offices, not just the corporates that can afford one.