Building brand experiences with immense care and attention to the very last detail!

As part of Moshi Moshi Media's Brand Consultancy arm, I essentially hover-mom brands- I find out who they are, who they want to be when they grow up, who they love, if they are a good match, a healthy match. If they should end up together, I figure out what it is they like in a brand and then the brand and I get prepping for the staging of the "love at first sight." I help the brand say the right things, be the right things, look the part and I'm happy to say, all my brands and their audiences are in happy long-term marriages, probably because the audience knows there just isn't anyone else like them!

I was hired to PLUG HOLES. That was my first conversation, my initial JD and that is what drew me to Moshi Moshi Media- they didn't see my inability of letting passions go as a hindrance but as a strength. The wonderful team I began my MM journey with nurtured every creative instict I had. This is a beginning I wish on everyone switching gears in their careers.

I am a singer songwriter. I began my career at AIR Jeypore, singing Odissi and Hindustani classical compositions. The frequency at which I am able to accept musical assignments has gone down over the past few years as other things have taken precedence, but this is still one of my happiest jobs to be at.

This little project was inspiring, back-breaking and just the perfect amount of terrifying. The stakes were high and we were far apart, separated by time zones. Feedback came late at night and drafts went out even later. But in the middle of all the back and forth, inspiration struck and in a moment of clarity it all came together. This is still a favourite of all my commissioned work.

I worked as Oldmedia Girl for the better part of a decade doing EVERYTHING I LOVE! I am a hoarder, not of material things, no. I can't let go of anything I enjoy or anything I am intrigued by. Which is why I freelanced under the name Petrichor, by Oldmedia as an illustrator, and as a writer & photographer as The Oldmedia Girl.I have had ups and downs and the road has not always been straight, but this was the most exhilarating part of my career. I gained invaluable experience, across industries, insight, industry knowledge- the kind that takes years to gather.A non conventional CV is a small price to pay for an experience so rewarding, IMHO.

My relationship with Scube was fleeting but significant. We shaped one another in ways that cannot be changed. It was at Scube that I discovered my love for Branding.Scube was at it's most nascent and vulnerable stage when I came on board. With a creative team of 2, I had a lot on my plate, but it had a way bigger upside- I had an incredible amount of creative freedom. I designed the look and feel of the product, the Brand Experience in it's entirety. I engineered the oddest setting for a tech launch, Spokenfest (a spoken word festival in Mumbai,) and as I suspected was right where Scube needed to begin to showcase its heart. Technology speaks beautifully through culture, but the language is usually not one everyone understands- with Scube I met that challenge right at the beginning, and it will never have trouble communicating it's intentions ever again. To me the most special part of watching Scube grow is my handwriting at every one of the brand's touch points.

Travel was a huge part of my life and Aao Hostels was the perfect combination of what I loved about travel and how I liked to travel. Coupled with my dream to write a pan India travelogue, the Aao experience was extremely special and incredibly rewarding and memorable.

I never thought of myself as a someone with the potential to be a teacher. My experience volunteering there just cemented it. I did my bit as well as I could to assist the fellows but their motivation, their commitment, their ocean of patience was inspiring and intimidating to say the least. More importantly, it made everything I did feel like a responsibility and not a service. The learning I had at TFI is irreplaceable.