Case Study - Hyphen | The Other Circle

One of the Best Content Marketing Companies for Brands That Want More Than Just Content

Beauty & Personal Care

INDUSTRY

Most content marketing agencies will tell you they create content. We create content that has a job to do. At The Other Circle, we have spent 11+ years working with 500+ brands, from BAFTA Breakthrough India to Kriti Sanon's Hyphen to FLAME University, building strategies that don't just fill calendars but earn traffic, build authority, and quietly turn your brand into the name people cite when explaining your industry to someone else. We are a content marketing agency India brands keep coming back to, not because we promise the most but because we start with your goal and build everything around it. If that's what you've been looking for in one of the best content marketing companies, you're in the right place.

The Other Circle, A Content Marketing Agency That Works for Indian Brands

Beauty & Personal Care

INDUSTRY

We have spent over a decade working with Indian brands across entertainment, corporate, education, lifestyle, and D2C, and in that time, one thing has stayed constant. The brands that grow aren't the ones with the most content. They're the ones with the clearest intent behind it. That's the difference between content marketing companies that fill your calendar and a team that fills your pipeline.

Your Goal Comes Before Any Brief We Write

Before we write a single word, we ask one question: what does this content actually need to do for you? Drive traffic, earn authority, and generate leads; the answer shapes everything. Most content marketing companies in India hand you a template and call it a strategy. We hand you a goal-first plan and build the content around it.

We Make Your Brand the Go-To Name in Your Space

Whether it's BAFTA Breakthrough India, FLAME University, or a D2C skincare brand like Hyphen, every brand we have worked with has one thing in common after working with us: they become the name people reference. Not because we flooded the internet with content, but because we made the right content land in the right places, in front of the right people.

We are Your Team, Not Just Your Agency

Aditi Handa, Co-founder of The Baker's Dozen, said it best: "They are more like an extension to our marketing team rather than an agency." With 60+ people who have worked across 500+ brands in 70+ cities, we bring the range of a large agency and the ownership of an in-house team, without the overhead of either.

QUESTION

How did we position Kriti Sanon and Pep Technologies’ HYPHEN as the next big thing in skincare?

Challenge

Position HYPHEN as India’s first celeb-partnered skincare brand by leveraging Kriti Sanon’s star power as the Chief Customer Officer and Vaishali Gupta’s strategic expertise as the Chief Growth Officer. Emphasize the brand’s solution-oriented narrative, offering affordable skincare products blending the power of nature with the potency of science.

Solution

Create an overarching communication strategy that highlights HYPHEN’s unique approach, combining Sanon’s substantial fan-following and personal skincare experiences with Gupta’s background in brand-building and marketing at PEP Technologies.

Our Content Marketing Services

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Content Strategy & Planning

We don't start with content. We start with a conversation about where your brand is, where you want it to go, and what's standing in the way. Everything we create flows from that, so every piece has a purpose, not just a publish date.

SEO Content & Organic Growth

We write content people are actually searching for. Not just keyword-heavy articles, but pieces that answer real questions, rank on Google, and bring the right people to your website, not just more people.

Thought Leadership & Brand Storytelling

Every brand has a point of view. We help you find yours and say it clearly. Whether it's your founder's take on the industry or a story only your brand can tell, we turn it into content that builds real credibility over time.

Content Distribution & Promotion

Writing something great and hoping people find it isn't a strategy. We make sure your content reaches your audience through the right channels at the right moment so the work you put in actually gets seen.

Performance Tracking & Reporting

We watch the numbers so you do not have to guess. What's bringing traffic, what's converting, and what needs fixing, we tell you plainly and adjust as we go. No vanity metrics, no reports that just look good.

Built for Google, AI Overviews and GEO

People are not just Googling anymore. They are asking ChatGPT, Perplexity, and Google AI and getting direct answers. We write content that shows up in those answers, not just in search results, so your brand stays visible wherever your audience is looking.

70 +

Coverages

1 BN. +

Impressions

79 MN. +

Readers

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The Content Marketing Companies Indian Brands Actually Stick With

Most agencies hand you a retainer and a calendar. We hand you a strategy built around your actual goals and a team that stays accountable to them. The best content marketing companies measure success by outcomes, not output. Did the content rank? Did it bring the right traffic? Did it move someone closer to choosing your brand? At TOC, the same team that plans your content reviews its performance. Nothing gets lost. When something isn't working, we say so before you ask. That's what sets a content marketing agency India brands return to apart from one they simply hire.