Viral Joshi

Go-to-marketStrategistProduct builder Mumbai

For seven years I've launched other people's work. Now I build my own.

By day I'm a Senior Manager at Reliance Jio Creative Labs, running integrated media campaigns, go-to-market and crisis response for public figures and brands. Outside work I run Thela Labs: five products I specced and shipped.

Email me See what I've built LinkedIn

Yes, Viral is my real name. It's also a fair job description.

  • 7 yrsgo-to-market & launches
  • 20+theatrical films worked on
  • 5products built
  • 34everyday tools

01 · What I do

The work, without the names

Client names stay off this page. That's part of the job. I'm glad to walk through any of it live.

01

Go-to-market and launches

Earned attention first. Paid only amplifies a launch that's already working. Editorial, interviews and seeding, timed so each one lifts the next.

Earned reach Paid, at the moment

02

Positioning, kept consistent

Deciding what a name or a product stands for, then keeping every release true to it. The same story in every room, checked weekly, held for years.

Where the name should sit Where it sits

03

Incident response

When a story breaks the wrong way, the first hours decide the next year. I run it like a production outage: contain, communicate, fix.

  1. Hour 0Find out what's actually true.
  2. Hour 1One voice, one statement.
  3. Hour 6Brief the people who need to act on it.
  4. Day 3Move the story on with something real.

Experience

  • Senior ManagerReliance Jio Creative Labs, MumbaiNov 2023 – present Integrated media campaigns across talent, platforms and purpose-driven work. Individual client accounts and marquee events, including the Global Peace Honours at the Gateway of India.

Certification

  • Fundamentals of Digital MarketingThe Open University2021

Skills

Analysis
Trend analysisMarket researchSQL
Marketing
Digital marketingGo-to-marketPositioningCampaign strategySocial media
Writing
CopywritingCreative writingMedia relationsCrisis communications
Product
Product specificationAI-assisted buildingStakeholder management

Languages

English · IELTS band 8HindiMarathi

Selected work, names withheld

  • 20+ theatrical filmsand several OTT launches (Amazon Prime, ALTBalaji, ZEE5): publicity, media relations and campaign planning.
  • World Economic ForumAccount manager for a public figure's year as a Young Global Leader, amplifying her presence across Davos, a UNDP sustainable-fashion project at UN House and fashion week.
  • Marquee eventsWorked on large public events, including the Global Peace Honours at the Gateway of India.
  • Cause campaignsFor public figures: a UNFPA partnership, a Women's Day campaign and a Swachh Bharat sanitation drive.

02 · Thela Labs

What I've built

Every product here starts as a one-page spec from me. VIPER, my own AI system, sits at the center and turns each spec into something live. These are the four it has shipped. Scroll to fly through them.

The system at the center

VIPER

A private dashboard and iPhone app. I type, or tell Siri, what I need, and it comes back as a finished page, deck or fix for me to approve. All four products here went through it.

Private tool
Problem
Running several products alone means doing everything by hand, or letting most of them die.
My call
Build the system first, so my time goes on decisions, not execution.
Stage
In daily use. Everything else ships through it.

Arcade studio

2 Kodi Ki Games

20 original browser games, one idea each. Every game has its own look, sound and failure animation. Scores and leaderboards are shared.

2kodi.in
Problem
Most browser arcade games are one template reskinned twenty times.
My call
Give every game its own identity: sound, failure animation, feel. Share only the scoring and ad layer underneath.
Stage
Mature. 20 games shipped on one platform.

Everyday utilities

Thela Tools

34 tools, from a resume maker to an image compressor that hits an exact file size. Nothing a visitor uploads leaves their device.

tools.thelalabs.in
Problem
Free online tools usually mean uploading your file to someone else's server.
My call
Nothing leaves the device. Speed and privacy before one more feature.
Stage
Mature. 34 tools live; the resume maker gets the most traffic.

AI stylist

Edit

An AI stylist. I decide what it recommends, how it talks, and how the whole experience feels from first screen to last.

edit.thelalabs.in
Problem
Early users said it kept suggesting new outfits instead of checking what they already own.
My call
Changed the flow to check the wardrobe first and show buying links second.
Stage
Iterating on real user feedback.

Video editor · beta

Lipi

A Reels and Shorts editor made for India, with captions that understand English, Hindi and Hinglish. Videos never leave the device.

Try the beta
Problem
Caption tools don't understand Hindi or Hinglish, which is how Reels actually get made in India.
My call
Launch narrow, in beta, and prove real traction before it gets more of my time.
Stage
Beta. Watching the numbers before scaling it.

03 · How I work

Rules I work by

  1. 01

    Find the one sentence before the first slide or the first spec.

  2. 02

    Earn attention first. Paid only amplifies what's already working.

  3. 03

    In a crisis, accurate beats fast, and fast beats polished.

  4. 04

    Keep the decisions. Hand off the doing.

  5. 05

    A product gets more of my time only after it shows real traction. The rest wait.