Roma Singhal · Mumbai · Singapore · Sydney · MENA
Brand strategy for APAC, India and MENA
Brand strategy for businesses working across AUNZ, APAC, ASEAN, MENA and India. I have led brand and creative strategy in agencies in Mumbai, Singapore and Sydney for 20+ years, so I understand these markets from the inside, not from a desk report.
Who I help
Australian brands going into Asia or India
Market-entry positioning, cultural insight and a brand story that travels, without losing what makes you successful at home.
Indian and Asian brands building in Australia
Understanding Australian audiences and categories, and adapting your brand and messaging for them.
Agencies and brands running multi-market work
Regional brand platforms, go-to-market strategy across many markets, and senior strategy for APAC pitches.
Proof across the region
India
Cadbury Bournvita “Preparation to Win” at Ogilvy Mumbai (EFFIE Gold). Asian Paints Royale Play, Complan and Glucon-D at McCann Mumbai. Garnier Color Naturals at Publicis Mumbai.
Asia-Pacific
Guinness “Made of More” at BBDO Singapore for Diageo. Intuit go-to-market across 51 APAC markets. An APAC aviation pitch. Kitco Middle East e-commerce.
Australia and New Zealand
Brands including Bellamy’s, Lavazza, Westfield, Compare the Market, Sydney Water, Intel and a Nikon pitch win, often in partnership with agencies.
Middle East and North Africa
Brand strategy for MENA
I help brands build and grow in the Middle East and North Africa, and Middle Eastern brands expanding into AUNZ, APAC, ASEAN and India.
Home Centre, MENA
At Ogilvy, drove regional expansion for Home Centre, winning the business across MENA with the “No Two Homes Are the Same” campaign, which won an Ogilvy Hero Bronze.
Kitco, Kuwait
Formulated the ecommerce strategy for Kitco’s chips brands Bliss, Bliss Pro, Stix and Nice.
What I can do
- Market-entry positioning for MENA
- Ecommerce and digital brand strategy
- Regional brand platforms across MENA, APAC and India
- Consumer and cultural insight
What I can do for you
- Market-entry brand positioning for India, Southeast Asia or Australia
- Consumer and cultural insight across markets
- Regional brand platforms that local teams can adapt
- Go-to-market strategy across multiple markets
- Pitch strategy for regional and multi-market briefs
- Brand architecture and naming that works across languages and cultures
What clients across the region say
I was impressed by her consistent ability to spot insights that opened up whole new brand communication and brand development ideas… She would be a valuable asset to any agency and network in the world.
Ravi Deshpande, Founder and CCO, Whyness Worldwide
Roma has an inquisitive mind that will not take no for an answer… She has a diverse background as well as interests that gives her a world view on issues.
Dinesh Sandhu, DIA Brands, Singapore
Roma was a joy to work with and added additional valuable insights and findings to support our GTM efforts and creative strategy.
Lilia Ng, Client Partner, Superson
APAC, India and MENA brand strategy FAQs
Can you help an Australian brand enter India?
Yes. I spent years in agencies in Mumbai working on brands like Cadbury Bournvita, Asian Paints and Garnier, so I can help you understand Indian consumers, choose a position and adapt your brand story.
Can you help an Indian or Asian brand launch in Australia?
Yes. I am based in Sydney and have worked with Australian agencies and brands for years, so I can help you read the Australian market and shape your brand for it.
Have you worked on multi-market strategy?
Yes. Examples include go-to-market work for Intuit across 51 APAC markets and Guinness “Made of More” at BBDO Singapore.
Do you work remotely across time zones?
Yes. I work from Sydney with clients across AUNZ, APAC, ASEAN, MENA and India, remotely or in person.
Do you work with brands in the Middle East?
Yes. I’ve worked on MENA brands such as Home Centre, and recently formulated the ecommerce strategy for Kitco’s chips brands Bliss, Bliss Pro, Stix and Nice in Kuwait. I can help with market-entry positioning, ecommerce strategy and regional brand platforms.
“Her planning and thinking skills, brief analysis, strategic recommendations are amongst the best I have seen.”
Helene Peltier, Senior Art Director, Publicis Groupe
EFFIE Gold winner · EFFIE Australia judge · 20+ years at Ogilvy, McCann, BBDO and Publicis Groupe
Planning a move into a new market?
Tell me where you are going and I will tell you honestly how I can help.