A practice,
not an agency.
Profile — Statement of intent
Creative director with twelve years across three Indian agencies and four of running a studio of seven. Work for Airtel, Zomato, Tanishq, and the ICC.
A Gold Lion, two Silvers, an Abby grand prix, and an ADC black cube. I write briefs that are shorter than most taglines.
Previously at Leo Burnett, Wieden+Kennedy Delhi, and W+K Portland on a one-year transfer. Taught the advertising workshop at NID Ahmedabad in 2023.
Philosophy
The brief is a love letter to the brand. Keep it short. Mean it.
Currently making
A six-film series for Sleepy Owl, a wedding film for a friend, and a book of handset Devanagari for Seagull Press.
Clients past & present
Airtel, Zomato, Tanishq, Sleepy Owl, Royal Enfield, Nike India, P&G, Google, Indigo, ICC.
Languages
English · Hindi · Malayalam · Tamil (reading) ·
Selected case studies.
Four spreads — From the last three yearsSleepy Owl, "Drink the morning"
Full rebrand across packaging, retail, and a six-film campaign. Moved Sleepy Owl from a cold-brew brand to the morning-drink category leader in under twelve months.
Tanishq, "Ekatvam"
Three-minute anthem film on interfaith jewellery traditions across India. Co-retained with Ogilvy. Aired across IPL and Diwali 2023. Cannes Silver Lion, film craft.
Airtel IPL 2024 anthem
Opening-night anthem for Airtel Xstream across all IPL 2024 broadcasts. Shot in six cities in eleven days. 48% YoY brand-lift measured by Kantar.
ICC World Cup opening ceremony
Co-directed the opening ceremony at Ahmedabad stadium. 132,000 live, 820M on broadcast. Stage design, film content, and music supervision.
Where it happened.
A working history — Twelve years, four roomsSeven people
Founder & Executive Creative Director
Independent studio of seven. Roster includes Airtel, Sleepy Owl, Tanishq (co-retained with Ogilvy), and three cultural clients. Built the shop from two people to seven, revenue 4.2x in 24 months.
Notable work & awards
- →Sleepy Owl rebrand, 2024 — Abby Grand Prix, Design
- →Tanishq "Ekatvam" film, 2023 — Cannes Silver Lion
- →Airtel "IPL 2024" anthem, 48% YoY brand-lift
- →One-page brand manual picked up by Brand New as case study
Team of 22
Executive Creative Director
Led the P&G India and Google India accounts. Three Cannes Lions in 2021 alone. Mentored fourteen creatives who now run teams of their own.
Notable work & awards
- →Pixel 8 "Made for everyone" — Cannes Gold Lion, 2023
- →Whisper #TouchTheKpride — Glass Lion Shortlist
- →Ariel #ShareTheLoad 2021 edition — Gold Abby
- →Promoted twice in three years
Team of 9
Creative Director
Ran the Royal Enfield and Indigo Airlines accounts. One-year transfer to W+K Portland on the Nike India launch. Returned to lead the Delhi crafts team.
Notable work & awards
- →Royal Enfield Hunter 350 launch — Goafest Creative Abby
- →Nike India "Da Da Ding" sequel — ADC Silver Cube
- →Indigo "Boarding by Row" safety film — One Show Merit
- →Mentored two juniors onto W+K Portland transfers
Team of 4
Senior Art Director
First agency job. Worked under Piyush Pandey on Cadbury, Fevicol, and ITC. Won the young-lions competition in 2014 with a six-panel Fevicol print.
Notable work & awards
- →Young Lions India 2014 — Gold
- →Cadbury Dairy Milk "Shubh Aarambh" film — nominated
- →Fevicol print series "Mazboot Jodi" — Abby Silver
- →Learned pretty much everything here
The toolkit.
Craft — What I open every dayTraining ground.
Degrees & residenciesM.A. Communication Design
Note
- Distinction · Dean’s List
B.F.A. Applied Arts
Note
- First class with honours