Mahek Rathi
Big campaigns, sharp strategy and design with meaning. I’m all about ideas that make people feel something and stick with them.
Self led campaign and branding brief
Hey restaurants here’s a hot tip: vegetarians are hungry and not impressed by just one sad vegan burger. With 3.1 million vegetarians in Britain, double the number of vegans, it’s time menus gave them some love.
VeGone is a loud and provocative campaign that is backed by cows who are ready to be back in business. Let’s put the veg back in vegetarian, shall we?
D&Ad New Blood Hellmann’s Brief | Group Project with Abbie Elson
Hellmann’s is the G.O.A.T of mayonnaise but even a legacy can be challenged.
Millennial home cooks are pulled into a nationwide mystery when the iconic blue ribbon disappears. Physical and digital case files invite them to uncover clues, learn the bow’s origin and help restore what marks its superior status.
By turning brand heritage into an interactive experience, the campaign reaffirms Hellmann’s status as the best and most loved mayo.
Self led branding brief
Ages 18 to 25 are meant to be years of growth but when a parent dies during this time, everything shifts. Grief in young adulthood is often overlooked.
Touchstone meets that grief with care. We turn a parent’s clothing into personal objects that bring comfort not just in moments of reflection, but in everyday life. Rooted in the emotional power of texture, each piece is made to feel familiar, grounding and deeply personal.
Because connection doesn’t end. It changes. And sometimes, it’s as simple as something you can hold.
Campaign and branding brief
A campaign for Lipton Ice Tea that challenges gender expectations through something simple: how you make your tea. Aimed at career-driven millennials, it celebrates personal choice and turns everyday brewing into a quiet form of self-expression because there’s no one way to do it right.
Self led branding and UI-UX brief
Woffle helps international undergrads settle in with slang games, cultural tips, and community-driven activations that make British life easier to understand and more fun to join. Because feeling at home shouldn’t take a translation.