Building Sahaj brand awareness from zero
Sahaj had grown almost entirely on referral. Intelligent Engineering — the company's new proposition for AI-powered software delivery — was built to open a different door: direct client acquisition. That meant launching a brand-new brand to audiences who'd never heard of Sahaj before.
No LinkedIn campaign playbook to follow
Sahaj's paid social history was all employer branding — organic-led, ad hoc, no real playbook to build from. This was their first paid brand campaign built for client acquisition rather than recruitment, with no templates, benchmarks, or visual system already in place, running on a fixed 12-week clock.
Same AI story, everywhere
Every AI-in-software-delivery pitch right now looks the same — abstract blue graphics, orbiting nodes, talk of "transformation." In a feed full of near-identical claims, Sahaj needed to read clearly as part of that category at a glance, without disappearing into it the way most of the competition already had.
