Anita specialises in high concept video formats across the pop culture, fashion, celebrity, lifestyle and luxury space as a creator, consultant and entrepreneur. Her main area of interest is the positioning and packaging of hyper local ‘India cool’ stories into formats that are globally relevant for international audiences. From 2015-2022 she was Director, Video for Condé Nast India across their brands Vogue, GQ, Architectural Digest and Condé Nast Traveller. Here she was entrusted with the building of a profitable video division from ground up, and for which she headed both the creative and business strategy for the group. During this time she created and led a substantial portfolio of digital and web editorial originals and also set up the roadmap for their first forays into both OTT and TV with multi-season hits like ‘BFFs with Vogue’, ‘Feet Up with the Stars’, ‘Design HQ’, ‘Vogue All Access’, ‘GQ Men of the Year’ and ‘Behind the Mask’ totalling up to 14 titles with 70+ hours of broadcast content across 16 networks. Her most recent longform production is ‘The Big Day’ - a 6 part original documentary series for Netflix for which she also served as Showrunner and Executive Producer. As entrepreneur from 2000-2015 Anita founded and ran her primary venture Via Earth - widely regarded as one of the country’s pioneering content providers for aspirational, glossy non-fiction entertainers. The catalogue included multi award-winning series for major global broadcasters including BBC Worldwide, CNN International, Discovery, Star and Zee networks, Fox, TLC, TV3, The Living Channel, TVNZ, The History Channel, Sahara TV, Hungama and NDTV, amongst several others.She also co-founded Mohawk, a digital content and lifestyle events company producing short form fashion and lifestyle videos and also curated a flagship fashion & design retail festival with 85+ luxury brands from India for Harvey Nichols in Riyadh. In parallel, some of her strategic consultancies over the years include being creative head at FTV for their on-air content and offline brand building, programming head for Network 18 & Educomp’s first DTH educational channel Topper, creative and pre-launch strategy for entertainment news channel E24, packaging and positioning strategy for B2B indie music platform Songdew and video branding and digital outreach for the Yale University funded green economy project ‘Corporation 2020’. Her formative experience was in roles at Times of India & Times Television, Channel V, MTV & UTV. She presently spends her time between Mumbai and London.