Deutsch LA’s Sara Singh uses culture to inform her viral strategies

As strategy director at Deutsch LA, Sara Singh embodied the agency’s directive of being data-inspired but culturally-driven. When she saw that Doja Cat was regularly tweeting at Taco Bell to bring back its Mexican Pizza, she saw an opportunity. The campaign and subsequent TikTok musical featuring Doja Cat led to 20 million Mexican pizzas sold, an 8% increase in total sales and a 10% increase in loyalty sign-ups. See all of Ad Age's 2023 Leading Women here “We have an amazing music team in-house, so they really helped us have that connection to Doja Cat and her team,” Singh said. “We worked together to bring this music activation to life in a way that other brands would have been afraid to do.” Drawing from her own Indian heritage, Singh knew that Taco Bell was the go-to fast food restaurant for Indian Americans and brought Taco Bell to Raksha Bandhan, an Indian holiday where siblings shower each other with gifts. While Taco Bell gift cards are a favorite, Singh also created branded Raksha Bandhan bracelets, which are a symbol of love. This year, the campaign went to a new level when Sheel Mohnot and Amruta Godbole, a San Francisco-based Indian couple, became the first legal metaverse wedding celebrants as a part of the Taco Bell Metaverse Wedding promotion. Singh even incorporated traditional Indian wedding elements into the ceremony, including a sacred ceremony structure with the groom entering on an elephant. See all of Ad Age's 2023 Leading Women here

Deutsch LA’s Sara Singh uses culture to inform her viral strategies

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