A bit surreal. A bit pragmatic. Not a structured thinker. But a smart thinker nonetheless. Not a follower of sanity. But a practitioner of bringing insane ideas to life. Not a believer in playing safe. But a player in going bold. A few things that have helped me create some disruption, some stir. And some award-winning work (Praise the Lord!). The recent one being ‘Living Will’, which won at Clio Health 2019, Effies and The Global Awards. Some brain-whacking I did for brand Cremaffin created a stir in the medical fraternity with the campaign ‘Constipasana’ winning the client ‘Best Marketing Campaign’, at Asian Leadership Award; and me, Effies India. Going bold is rewarding, literally - it won me more than 30 awards across award shows. I love to play around with digital ideas that engage my audience. Digital storytelling has been a significant part of my work for the past few years. Be it through tech-based medical detailing, immersive technology for brand events, targeted approach on the web or interactive apps that go beyond information dissemination. Have been able to bring alive ideas around these for clients such as Nestle, Cipla, Abbott. In the last 20 years, I have worked across multiple sectors such as food & beverage, healthcare, automobiles, devices & instruments, banks, etc. In the healthcare space, I have handled brands in almost every therapy area from child nutrition to elderly care, from pain relievers to cancer care, from launching medical equipment to hospitals. I have been part of Global Creative Leadership Council at McCann Health, where I worked as Executive Creative Director. Prior to that, I was with Lintas and R K Swamy BBDO in creative leadership roles. After all these years of putting madness to the method (yes, you read it right), I continue to fall in love with this world that pays to stay insane.