Finding the one sentence your company is actually about — before anyone else writes it for you.
Twelve years of brand strategy across D2C, fintech, and climate. Formerly ran brand at a Series B that exited at ₹400cr. I work with five founders a year, one at a time, embedded deep for 90 days.
Every engagement starts with a single question: what sentence is this company actually about. Everything else — logo, voice, launch plan, hire-the-first-CMO roadmap — flows from that.
Rewrote brand voice and positioning end-to-end. Launched three new product lines. ARR grew 2.5x in 18 months. Hired and trained a four-person brand team.
Creative lead on nine D2C launches across beauty, wellness, and home categories. Two campaigns shortlisted for Abby awards in 2022. Built the internal strategy playbook still used by the team.
Strategy on Nike India and Tata Tea. Authored the 2019 "Alag Chai Alag Soch" positioning that won Effies Silver.
Grad-hire programme. Copy and strategy rotations across Vodafone, Asian Paints, and HUL.
Replaced a 40-page PDF playbook with a Notion-style living site. Onboarding time cut by 60%. Became the brand's single source of truth.
Named, messaged, and wrote the launch film. Six-week sprint. Campaign landed with 3.2M views in week one.
Reframed the pitch from "carbon offsets" to "infrastructure for compliance". Led to 2x investor meeting conversion.
Built a voice framework covering 400+ screens and 18 product surfaces. Still in use three years later.