Fractional CMO
Brand strategy,
not brand theory.
Senior marketing leadership for family businesses, growth-stage ventures and the family offices backing them — built on over two decades with Maggi, Samsung and Havells.
Founder, Brand Couch
I’m Someshwar Mehra. After nearly two decades with global and Indian brands — Nestlé, Samsung, Havells, Dabur, SpiceJet, Pizza Hut and more — my own pivot came when I saw how many entrepreneur friends were building businesses without that kind of support.
Brand Couch is my answer. I step in as your CMO — a set number of days a week, accountable to your board for agreed KPIs — and bring what I’ve done across those brands: competitive strategy, product and brand differentiation, defining brand DNA, product launches, consumer research and insights, and communication strategy.
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.
Results from work I’ve led
~5%
Market-share gain for Dabur Hajmola, reversing a decline
~12%
Lift in sales and consideration for Havells fans
Double-digit
Growth for SpiceJet after a brand revamp
First time
Samsung outsold Nokia
EFFIE Awards for Maggi, McVitie’s and Havells.
The mandate
What I take ownership of
01
Positioning
What the brand stands for, who it’s for, and why it wins.
02
Consumer research
Briefing and supervising research, so decisions rest on evidence.
03
Marketing team
Training and optimising the team you already have.
04
Agency selection
Hiring the right agency, or getting more from the one on board.
05
Agency management
Briefing, managing and holding agencies to account.
06
Marketing systems
The processes that let marketing run predictably.
07
A full department
Setting up an entire marketing function where none exists.
08
Board reporting
Reporting to the board on pre-agreed mandates and KPIs.
The engagement
How it works
Days a week
Fractional, not occasional. Time is set by the number of days a week the mandate needs.
Six months minimum
Long enough to build, not just advise. Short-term engagements start at six months.
Accountable to the board
Progress is reported to the board against pre-agreed mandates and KPIs.
Who I work with
Family business planning its next chapter
Growth-stage venture without a CMO
Family office backing a portfolio company
Founder team navigating a transition
Where I fit
Brand experiences
Over two decades at JWT, Publicis, Cheil and Mullen Lintas — on brands including:
Featured
Case studies
Independent thinking
From the blog
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Helping businesses go digital
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