Sahaj
Launching Sahaj’s intelligent Engineering proposition through a multi-market LinkedIn brand campaign.
(Overview)
intelligent Engineering, Sahaj Software's new AI positioning, needed to launch into a noisy market and land.
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. This was their first paid brand campaign for that audience, running on a fixed 12-week clock.
We sat down with Sahaj's team to understand intelligent Engineering in their own words, built the visual language from Sahaj's own brand shapes and colours, and mapped how competitors were talking about AI. Five creative directions were developed and the strongest refined with the team.
Carousel, case-study and video ads carried the message that AI should remove busywork, not engineers, across LinkedIn in the USA, UK and Singapore.
