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featured work
I have worked extensively across industries ranging from pharma, retail, automobile, FMCG, hospitality, real estate, entertainment, and beauty to tech, banking, finance, SAS, and corporate brands. And when I say work, I'm talking about much more than just a one-way relationship of delivering solutions. I have spent countless hours collaborating with different clients, having in-depth discussions about their brands, conducting grassroots-level consumer research with them, understanding industry pain points, brainstorming with brand teams, and essentially making their brand my own. So no matter what you produce or what service you deliver - chances are I've already worked in a similar space, and you should find a glimpse of it in my work below. If not, did I mention I love nothing more than a fresh challenge?
AI-generated Independence Day video for IndusInd Bank
The brief was modest by design, a resonant Independence Day film on a minimal budget. No large production crew, no location shoot, no conventional animation pipeline. Just a story that needed to land emotionally on one of India's most competitive content days. The insight was to stop treating the budget as a constraint and start treating it as a creative direction. Rather than attempting realism on a shoestring, we leaned into a stylised visual language that AI could actually
Lauritz Knudsen x Rohit Sharma and the Mumbai Indians
The brief sounded simple enough: maximise Lauritz Knudsen’s association with Mumbai Indians to craft engaging brand-led content. The tricky part was associating Rohit Sharma and Hardik Pandya’s personalities with something as mundane as switchgear and electrical infrastructure solutions. Add to that the typical stifling nature of these shoots, which literally puts your creativity into multiple tiny boxes that are constantly changing. I led a massive team of writers, directors
Pluckk x Kareena Kapoor Khan - Brand films, photoshoot, 360° online + offline campaign
Pluckk, a D2C grocery brand, had just onboarded Kareena Kapoor Khan as their brand ambassador. The brief was to launch her association with the brand through a series of films that communicated Pluckk's range of offerings with the energy and personality she brings to everything she touches. The constraint was brutal: five hours with Kareena. That's it. How do you design a single shoot day that yields not just one brand film but an entire campaign ecosystem? I wrote and pitche
Arrow x Khushi Kapoor and Vedang Raina
The brief was a reinvention question. Arrow, a legacy apparel brand with deep equity, wanted to find its footing with a younger audience. What does the good life look like today? The instinct early on was clear: don't tell a story. Build a world. One rooted in old-school New York charm filled with quiet lobbies, chance encounters, rooftop evenings, almost-moments. A world where style isn't announced, it's inhabited. Khushi Kapoor and Vedang Raina weren't cast as ambassadors.
US Polo x HH Maharaja Padmanabh Singh
The brief was deceptively simple: take the brand's global ambassador, the Maharaja of Jaipur, and craft a narrative that did justice to both his identity and his genuine connection to the sport of Polo while also positioning him as a stylish globetrotter. I led the creative from pitch to production, developing multiple script directions before closing on two distinct narratives that elevated the storytelling at the heart of one of India's most beloved fashion brands. The chal
Swisse Magnesium x Aditya Roy Kapoor
The brief was fairly simple - elevate Swisse Magnesium by infusing Aditya Roy Kapoor’s unique charm and personality through DVCs and social media content. I ended up harnessing one unique and oft-overlooked aspect of ARK’s personality - his comic timing. What followed was a hilarious, fun, self-referential campaign featuring Aditya as he tries to bluff his way through an interview, only to realize that even the highest-level performers need magnesium for recovery. I pitched t
American Tourister - A+ and B+ content + marketplace visual identity + campaign films + social content
Reimagining one of India's biggest luggage brands on Amazon The brief was one of the most ambitious content mandates I've worked on: reimagine the entire product visual identity of American Tourister, India's largest lifestyle luggage brand, across online marketplaces. Over 100 product lines. 500+ assets. Everything from technical product shots to lifestyle films to A+ and B+ content on Amazon. The creative challenge wasn't just scale; it was coherence. My call early on was t
Cremaffin - Brand DVC for Abbott
Abbott India needed a clever little campaign to convey their ubiquitous constipation solution’s latest tagline - Constipation Se Sahi Relief. The campaign specifically had to appeal to the pan-India popularity of this doctor-recommended brand - Cremaffin. I led the creative team in designing a sharp, focused campaign which included a DVC, various YouTube bumper assets targeting intent, and a range of banners that conveyed the USPs without making things uncomfortable. Tapping
Sugarfree Green - Cohort-based DVC series
The stevia-based alternative to India’s favourite alternative sweetener brand needed something their Katrina Kaif campaign didn’t do for them: speak sharply to their varied cohorts in a fun and unique way. I kicked off with one simple insight: how does one get rid of a lifelong association with sugar? It could feel like a breakup, maybe? Not a happy one, but definitely a necessary conclusion to what is essentially a toxic relationship! I crafted, pitched, and partnered with a
Alia Bhatt’s Ed-a-mamma - Photo and video shoot + social media content
The Brief: Ed-a-mamma is an eco-conscious kids' clothing brand founded by Alia Bhatt - a renowned movie star of the Indian film industry. The brand wanted to launch their new autumn-winter collection and approached us with a simple brief - ideate and shoot their autumn-winter collection of clothes and improve the quality of social media content for the brand. We had to align with the core values of the brand and ensure Alia’s vision was translated across all deliverables. My
Sesa Hair Oil x Jannat Zubair TV Commercial
The Brief: Sesa is a leading Ayurvedic hair oil brand that enjoys a wide customer base across the country. They approached us with a fresh brief, hoping to appeal to a younger Gen Z audience. My Role: My work began with scripting multiple versions until the client finally fell in love with one of them. I then collaborated with the team to identify a relevant TikTok celebrity who could be the face of the brand in the film. Finally, I had to liaise and work closely with an exte
Godrej Nature's Basket - Print, OOH, In-store branding
In 2017, Godrej Nature’s Basket occupied a very specific and premium niche in the grocery space. They wanted to reposition themselves as a trusted destination for not just exotic produce but good-quality everyday food as well. Not abandoning the premiumness of the brand, I picked a cheeky voice to front this narrative. I made the daily produce the hero of my narratives and told their stories instead of writing typical ads for the brand. These assets were adapted across print,
Sugarfree D’Lite - a little sugarfree love for Valentine’s Day
Here’s what happens when you combine a small production budget with fun little insights to create a standout product campaign for an occasion like Valentine’s Day. Instead of putting out generic creatives, I crafted three films that tapped into the playful tone of the brand while maintaining the essence of consciously moving past sugar-filled delights on Valentine’s Day. Without revealing actual actors, we played on the hands of two possible lovers as they celebrate this spec
DBS Bank - Campaign
An insightful campaign for a global bank. The Brief: DBS Bank is a Singapore-based financial institution with a major footprint in India. Our task was simple - craft a campaign that resonates with prospective current account customers nationwide and break through the clutter of similar messages put forth by countless other banks. My Role: I led the team through the ideation and execution process of the campaign and helped cement the core thought of DBS Bank as a gift that jus
Third Wave Coffee - Campaign Film + Social Media Assets
There’s nothing more satisfying as a leader than having your team come together to find unique brand solutions. Third Wave Coffee wanted to launch their new pizzas with a fun little campaign on social with minimal budgets. I put together a team of writers, designers, and studio folks to create a compelling campaign narrative that just worked for the brand - Slices of Joy. My team ran with the idea, and we ended up giving our client more than a bang for their buck. Written, sh
Happier - Social Media Campaign and Commercial
An award-winning effort at creating a unique brand identity on social media The Brief: At the start of 2022, Happier was a relatively new...
IPV TV Commercials
Tapping into the Shark Tank universe! The Brief: Inflection Point Ventures is a unique platform that brings together startups and...
Rin Detergent - Topical Campaign
While Mumbai's imminent water cut had people running for water storage solutions, Rin detergent (one of the biggest detergent brands in the country, owned by Unilever) decided to join the conversation by reminding people about their smart foam technology that helps save water. I took sole creative ownership of this project, identified a unique consumer insight, successfully upsold the client from a 6 second bumper to a full-fledged ad film, and creatively led the project from
Egg Set Go - Corporate Branding
Revolutionizing the way India consumes eggs through an award-winning branding exercise. The Brief: The brand approached us with one lofty goal - making Egg Set Go the golden standard when it comes to consuming eggs in India. Their unique liquid eggs format was relatively new to the country and we had to help them become the leaders of this nascent space through a thoughtful and impactful branding exercise. My Role: I creatively led the entire branding exercise from researchin
Pluckk - DVCs
Creativity, served fresh. Pluckk approached us with a straightforward request - to create two unique digital video films that would increase brand awareness, strike a rational chord, and stand out from the competition. The result was two cheeky ads, one of which focused on building the brand's larger narrative through a simple misunderstanding between friends, while the second played on some common husband-wife tropes to showcase the brilliance of Pluckk's meal kits. I led th
Navneet TopTech - EdTech Strategy
Paving the path for a leading ed-tech brand. Navneet Toptech came to us for a comprehensive social media strategy to help build brand communications across their various audiences. I led a team of writers and designers to articulate an annual content strategy that positioned the brand at the forefront of tech-first teaching experiences. With campaigns like #NewWayToTeach and #EducationEvolved, I led the team through tackling the complex task of changing audience perception to
Saffola Oil - World Heart Day Campaign Microsite
Marico, one of India's largest consumer goods companies, usually dominates World Heart Day through their heart-healthy cooking oil - Saffola. They decided to create an impact by crafting a simple heart test that people could take online. I led the creative team responsible for translating the visual mnemonic into a compelling microsite that effectively communicated how belly fat could be an indicator of your heart health. It extended to various smart, well-articulated campaig
Smaaash Theatre Ads
Working with a celebrity is always an enthralling experience, especially if the celebrity in question is the god of Cricket - Sachin...
Abbott - Diabetes Campaign
Abbott India wanted to champion the idea of living with diabetes, and we responded with an interesting campaign involving food bloggers who were diabetic themselves. With my team of writers, designers, and editors, we shot and crafted multiple films that documented the journey of these intrepid bloggers as they ate, shopped, travelled, and basically lived full lives with diabetes. We rounded it off with an internal stand-up gig event for Abbott employees featuring Atul Khatri
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