As Social Lead for the UK’s largest Asian radio station, I led the creation and curation of dynamic content designed to engage and inspire British-Asian audiences. With a strong focus on Instagram and TikTok, my core objective was to boost listener engagement and grow the station’s digital community.
I brought BBC Asian Network’s on-air moments to life through impactful visual storytelling and creative editing, regularly collaborating with some of the biggest names in the industry. Alongside day-to-day content, I spearheaded a series of high-profile social campaigns that celebrated and elevated key cultural and calendar moments throughout the year.
Biryani Bhaijaan: Eid al-Adha 2025
One of my favourite campaigns to work on was Biryani Bhaijaan, which followed presenter Haroon Rashid on his mission to cook the perfect biryani in time for Eid. With expert guidance from renowned chef Asma Khan in her kitchen at Darjeeling Express, I documented Haroon’s journey from start to finish, producing a number of social assets of varying tone (funny quick-fire chaos, in-depth tutorial, important heartfelt message, & presenter review). The result was a warm, entertaining, and culturally resonant campaign that connected deeply with our audience. And as an added bonus, I got to take home a delicious portion of biryani myself!
All Day Shah Rukh Khan
In celebration of the King of Bollywood, Shah Rukh Khan’s 60th birthday, the station dedicated an entire day of programming to honour his remarkable career and legacy. I was responsible for conceptualising, producing, and scheduling social content, with the goal of boosting campaign visibility and driving listenership on the day.
This project was a true highlight of my time in the role - it allowed me to experiment with a variety of content formats (archival material, on-air segments, and bespoke social media pieces) while working on something that sparked joy and nostalgia in both our audience and myself — everyone loves SRK!
Asian Network Certified London 2024
Asian Network’s biggest night of the year, Asian Network Certified, is a flagship club event celebrating the best in British-Asian live music and DJ talent. Broadcast live on radio as it unfolded, I led a talented team responsible for planning and executing fast-turnaround content to capture the energy of the night, showcase standout moments, and create a sense of FOMO among those who couldn’t attend - encouraging them to tune in and/or listen back online.