Social Media · 2024-2026 ongoing
The always-on layer. YourStory's social calendar is built around four ongoing content series, each engineered for a specific reader behaviour.
YS Timeline
Voiceover reels that re-tell the origin stories of Indian brands. Zomato, Jyothi Labs, Taj Hotels, Lakme. Built for the audience that lives in the comments of every "how did this brand start" reel.
Build With YS
Static carousels on the operating fundamentals: growth strategies, pricing experiments, founder skill-building. Saved-and-acted-on content for the operator reader.
YS Feedback Loop
Campaign breakdowns and social media success stories. Earned-media analysis of what worked and what didn't, written from the inside of the ecosystem.
YS Elevator
Government grants and funding information for the audience that's actively building.
Thematic structure rolls through the year: Q1 leans into origins and founder fundamentals, Q2 into growth and bootstrapping, Q3 into PMF and regional entrepreneurship, Q4 into IPO trends and year-end reflection. The cadence keeps the calendar predictable for the audience while the content stays fresh.
The Mass Effect Podcast
The long-form layer. A YouTube-first podcast (@yourstorytv) with episode clip distribution across LinkedIn and Instagram. Built around a 20-day post-production cycle that runs from asset transfer through master edit, audio sync, color grade, subtitles, SEO, and final upload.
Three episodes published as of May 2025:
Episode 1 · December 2024
"The Startup Job Market: Boom or Bust?" Runtime 9 min 54 sec. 6,602 YouTube views, ~1,090 watch hours, 184 likes, 9 comments, 60 new subscribers in the tracking window.
Episode 2 · January 2025
"This PODCAST Will Change INDIA's Health Forever!" The teaser clip alone drove 38K LinkedIn impressions, 15.7K views, and a 3.1% click-through rate ahead of the master episode drop.
Episode 3 · May 2025
"Why Indian Retail Investors Need a New Game Plan for FY26." Distributed across YouTube, LinkedIn, and Instagram clips.
TechSparks 2025 · Nov 6-8, Bangalore
The annual moment. India's largest startup-tech gathering, held over three days. Our work extended the conference beyond the room.
38 reels across two stages
35 reels from the Main Stage. 3 from the Focus Stage. Speakers featured included Mukesh Bansal (Nurix AI, 3 reels), Kaivalya Vohra (Zepto, 4 reels), and Ronnie Screwvala (upGrad, 4 reels), alongside founders, operators, and government officials. Production discipline was tight enough that 37 of the 38 reels shipped live within the event window, with one ("Does Creativity Need Chaos or Calm?") finishing on the edit timeline shortly after.
A 30-day countdown campaign
Coordinated social run from October 5 through November 12, 2025. Time-marker creatives at 30, 25, 20, 15, 10, 7, 5, 3, 2, and 1 day to event. 10 LinkedIn AI Leadership carousels. MiniSparks educational content on AI terminology. Tech30 TopSparks startup features. Key sponsor bytes.
On-ground capture
VoxPop reels filmed across five Bangalore locations during the build-up. Three at-event audience-interaction reels. Stage-moment thought leadership clips compiled into speaker byte packages.
Platform-adapted distribution
Instagram (Reels and Posts), LinkedIn (Carousels and Posts), and YouTube Shorts. Each platform got format-tuned content rather than the same export pushed everywhere.
Why It Works
YourStory isn't a one-campaign client. It's a media platform that needs a creator-and-content partner who can work across surfaces with the same editorial discipline. The three surfaces compound: a YS Timeline reel finds the audience that subscribes to The Mass Effect, who shows up at TechSparks, who shares the recap reels back into the loop.
(Full performance metrics across surfaces to be added as the partnership continues.)
