Who am I?
It’s one of those questions that never gets answered, does it?
However, I’m addressed as ‘Sid’ by friends and foes alike.
Where do I live?
Mumbai (India) for the last 15+ years.
What do I do?
I work as a writer and have risen up the ranks across agencies to the level of Executive Creative Director with portfolio covering campaigns both in mainline and digital. I’ve also managed large teams and clients.
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, creative advertising is 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 Activations. GDN. Affiliated. Performance.
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.
How many languages I can think and write in?
English & Hindi, with native proficiency.
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.