UPDATE:Extremely proud to be an integral member of the team to win at the EFFIES 2019. I crafted the creative strategy & content for the Virtual Reality innovative catalogue / invitation card that won 5 prestigious metals at the EFFIES for Mccan Momentum & IKEA.EFFIES 2019 : AWARDSKEAGOLD in ‘ EXPERIENTIAL MARKETING/ BRAND EXPEREINCES’ for IKEA GOLD in ‘DIRECT MARKETING’ for IKEA GOLD in ‘OTHER : DURABLES’ for IKEA SILVER in ‘REGIONAL’ – for IKEASILVER in ‘ INTERACTRIVE MARKETING’ for IKEA Part of the leadership team to pitch and win the mandate for IKEA launch of the first store in India at Hyderabad. The launch brought together both on ground activation and an interesting Virtual Reality idea that became the bulwark of the campaign leading up to the store launch on August 9th. Responsible for conceptualising , producing and creating the VR IKEA LAKE VIEW experience that reached out to over 15000 individuals and became the cities talking point . Along with IKEA, I have been intrinsically involved with big pitches for mega brands such as HERO CYCLES, DASSAULT AVIATION, MASTER CARD, FACEBOOK to name a few.

What was essentially a sabbatical turned into an interesting year of collaborating with a diverse set of people and agencies on projects that ranged from Recording a music album, Backpacking through Cambodia, Multiple brand activation pitches with leading Experiential agencies to creating a multi disciplinary spoken word performance at Magnetic Words, the spoken words performance nook of India's premier Music & Arts festival - MAGNETIC FIELDS and being featured along with some of India's notable names from the world of advertising, literature and poetry.

Heading Creative, Strategy & Communication at SALTxp , an experiential marketing agency based out of Gurgaon that is counted in the top 5 experiential agencies in India . Lead agency working with marquee clients such as Pernod Ricard, Hero Motocorp, Audi, Genpact to name a few. I'm Tasked with ramping up the differentiated and customised offerings to both existing and new clients, create IPR's, establish company culture and values and create new business opportunities.• Lead a lean team of strategy thinkers, content visualisers & writers in creating engaging conceptual expereinces tyraversing multi city activations to pan India musical tours , marquee lifestyle extravaganza's to internal dealer summits.• Notable projects (above 2 crore budgets) - Blenders Pride fashion Tour, Hero Motor Corp launch of Centre of Innovation, Huawei Honor 8 launch, Imperial Blue Super hit Nights, Genpact Focus annual meet, Hero Motor Corp Argentina launch. • Winning multiple awards at Industry defining WOW AWARDS for Blenders Pride Fashion Tour ( 2015, 2016 ) , GENPACT Focus meet ( 2016 ) & Hero Argentina launch ( 2017).

Mooz Entertainment was promoted by ZOOM COMMUNICATIONS - Asia’s largest Outside Broadcast facilities company having provided solutions for big ticket events such as IPL 1 to 4, Common Wealth Games, Chennai Open and more. Mooz Entertainment in within a short span been involved with 3 very successful productions –• The Indian leg of the “Path of Totality” world tour of nu metal pioneers KORN• Guns N Roses India tour• United Art Fair – Asia’s biggest artist driven art fairKey functional areas: Marketing Strategy, sponsorship & partner tie-ups, Event planning, Hiring and tasking external agencies i.e Ticketing, PR and Digital & Creative . Heading Business Development and interfacing with potential sponsors and creating opportunities for revenue generation via sponsorship, collaborations and barter deals. Both Korn + Guns N Roses changed the live entertainment landscape in India and re established India as a favourite touring destination for International rock artists post the Metallica fiasco. The GnR concerts saw over 15,000 turnouts per city and the extravaganza was produced smoothly without any glitches. United Art fair held at Pragati maidan and spread over 100,000 sq ft , showcased over 3000 artworks by over 200 artists.

One of the pioneers in the resurgent Gurgaon live music pub scene back then in 2010 , Attitude alive became the 'local' for the discerning music aficionados and became their post work preferred watering hole. A robust live music programming showcased daily live music with weekend highlights showcasing some of India’s top music acts-­‐ Parikrama, Pentagram, Indian Ocean, Soulmate, Bandish, Midival Punditz and international blues artists as part of the HIMALAYAN BLUES FESTIVAL to name a few. In less than a year of it's re branding and revitalized programming mix, ATTITUDE ALIVE became the live music destination and was nominated at the prestigious Times Nightlife Awards in 2011.

Independent Creative consultant producing various creative solutions in the filed of Audio Vsiuals, Content and music. •AV consultant working with multiple brands such as Google India on their varied AV requirements namely-­‐ Ad words, Google4Doodle, Google Bus that involved scripting and producing content for online dissemination. •Created a unique and innovative corporate team building module using discarded plastic drums and recycling them into the 'Junk Drum program' that had corporate teams build and create rhythms and concepts and fostering team bonding.•Creative lead for the show packaging for proposed reality show ‘BIG BAND WITH A.R. RAHMAN’ produced by PHAT PHISH. The packaging was done by BDA Singapore who were engaged ad briefed by me.•Artist and production consultant with the hugely successful ‘Seagram’s Fire bird music fest’ held in Hyderabad in November 2010.•Music programming and entertainment consultant with INDIAN GRILL ROOM, for the launch of the restaurant with 8 concerts spread over 2 months featuring top fusion and Sufi artists

• Launch Core team that put in place the marketing and promotional strategy, channel packaging, hiring, budgeting and within 6 months of operation and planning launched two genre defining movie channels - UTV WORLD MOVIES AND UTV MOVIES•Generated incremental revenues through customised Ad sales customisations and solutions that led to retaining the brands spending on both the channels•Recruited creative team and set up the promos infrastructure and work flow •Budgeted spends for on air activities and related marketing collateral's •Commissioned and supervised channel packaging for UTV World Movies (Media Luna from Argentina) and UTV movies (Bruce Dunlop Associates from Singapore)•Won the Channels first Promax gold within three months of going on air

Took a year off to be with my new born daughter and take care of the home while my wife got back to her textile design practice post her pregnancy. I freelanced as a creative consultant during this period. •Director: Directed AV’s and promos for HISTORY CHANNEL, ESPN and a host of corporate clients.•Music: Toured with Parikrama at the Download Festival (UK) opening for Iron Maiden

•Drove on air promos strategy and execution with a team of over 30 visual artists •Handled special branding projects as director for Network 18 brands - CNBC TV 18, IBN 7, Yatra.com •Won numerous industry awards for creative excellence including PROMAX BDAAchievements :•Scripted and Directed noted Bollywood actor , Boman Irani , for the Yatra.com advertisement ' Here we go ' •Directed and scripted -Karna hai toh karna hai, the IBN7 launch brand film. This film won the Gold at Promax BDA Asia for the best brand film.

•Established and ran a successful freelance creative practice directing corporate AV’s and music videos • Some of the clients for whom designed and produced corporate Av's - ESPN, Microsoft, ELI LILLY, ITC, Pestalozzi Overseas Foundation, Maruti Suzuki, Greenpeace and Rock Street Journal •Directed and produced the music video for Orange Street, one of Delhi’s radical electro rock bands, for their song ‘Nash’ which was aired during their European tour.•Co scripted and Post produced the music video ‘But it rained’ for Parikrama, which was on the Top 5 Channel [V] videos chart list in 2002.

Edited and Produced On Air Promos and packaging for the channel.

Edited weekly magazine format shows aired on SONY and ZEE Network.

I learnt my craft at Business India Television, joining as a rookie 21 yr old straight out of university. Started at the bottom and learnt, imbibed and worked my way up to being an editor specializing in short form promos and packaging. Being a musician was a great asset in synch visuals with sound and getting the most out of the editsEdited in-house shows, On Air Promos and documentaries. Edited and post produced award-wining documentary ‘A Eunuch Named Sunita’.