Who am I?
I’m a writer and a senior creative director with 15+ years of experience across mainline, digital, and experiential advertising. Starting as a copywriter, I’ve risen up the ranks across agencies to the level of Executive Creative Director.
How do I work?
My creative process involves 7 broad stages: Research, Insight, Strategy, Brainstorming, Ideas, Prototyping, and Execution.
Why do I do what I do?
First, it’s fun. Second, it helps brands find a place in people’s lives. Third, it helps me pay the bills.
What do I believe?
The brands that attempt to challenge the status quo tend to be loved more by people than the brands that don’t. If a brand can give voice to the deeper feelings and thoughts of people, it will naturally find allies.
The mediums I’ve worked in?
Mainline / TV. OOH. Print. On-Ground Events & Activations.
Digital / Social Media (Facebook, Instagram, YouTube), Online Experiences and Activations.
How many languages I can think and write in?
English, Hindi, and Rajasthani. Proficiency: Native.
Sectors I’ve worked on?
FMCG | Personal Care | EVs | Food & Beverages | Banking | Insurance | FinTech | Lifestyle & Consumer Durables | Hospitality & Retail | Real Estate | Corporate & Institutional | Pharma & Health | AI & Tech | Music & Entertainment
My values?
Honesty is good for the heart. Optimism is better than pessimism. Hard-work beats talent. Intuition is a deeper form of intelligence. Mutual Respect is basic etiquette.
Interests
Science Fiction | Photography | Songwriting | Tribal Cultures
Education
M.Sc. in Visual Communication / Loyola College, Chennai / 2008-2010
B.Sc. in Biology / MGSU, Bikaner / 2005-2008
Junior Copywriter
JWT
Mumbai
04/2011 - 03/2013
(2 Years)
Copywriter
Leo Burnett
Mumbai
03/2013 - 03/2015
(2 Years)
Creative Supervisor
Sapient Nitro
Mumbai
03/2015 - 10/2016
(1 Year 7 Months)
Creative Partner
The Womb
Mumbai
11/2016 - 04/2017
(6 Months)
Creative Director
HyperCollective
Mumbai
05/2017 - 03/2021
(3 Years 11 Months)
Executive Creative Director
HyperCollective
Mumbai
04/2021 - 11/2022
(1 Year 8 Months)
Senior Creative Partner
The Womb
Mumbai
12/2022 - 07/2025
(2 Years 8 Months)
EXPERIENCE