I am presently employed as a Vice President and Senior Creative Director at VML, Mumbai. My primary roles include looking after Unilver brands like Lux, Lakme and Beu, across India, Pakistan, Sri Lanka and Bangladesh. Along with IDFC First retail banking. I have also worked on skincare and OTC brands like Everyuth Naturals, Revital H. (Men & Woman), along with other brands from the Sun Pharmaceuticals portfolio, I M Lite (Formerly SugarLite), as well as being part of team that handles NPCI’s marquee brands like UPI and RuPay.Some highlights include:• Creating communication not just for India but also Pakistan for the Lux soap brand’s new positioning.• Part if the award winning viral UPI Safety “Chatur & Bhola” campaign that was organically tweeted by the Finance Minister, Communications Minister and the I&B minister of India.• Creating a Southern India focused communication for Lux’s soap bar, a first in the brand’s history.• Creating a unique consumer activation for Sun Pharmaceuticals’ Doctor’s Day campaign.• Being part of the winning digital pitch team for the National Payments Corporation of India’s flagship brands, RuPay and UPI.• Being part of the WT India pitch team that pitched for Google India, Anchor by Panasonic, SMFG, Ziggly and a few more.• Successfully completing a META certification in Creative Strategy for Social Media.

Embarking on a new role as I help shape transitions of newly acquired WT brands across India, along with a parallel role continuing the shift in communication rollout to one of Unilever's most recognizable brands across South Asia including India, Pakistan, Srilanka, Bangladesh and further East. Watch this space for some exciting communication as I navigate a new muti-brand and multi-skilled journey. As always, people are my biggest assets - whichever side of the suit divide they sit on.

As a Strategic MarCom & Creative Consultant, I advise and streamline startups on positioning, communication, branding and audience building. My role spans advisory, implementation as well as post market analysis and strategy. My specialisms include consumer experiential offerings, creative positioning and digital convergence. My present roster of clients span 3 continents and range from Retail, F&b & e-Commerce to B2B niche businesses.

• As ECD of Publinet’s youngest arm, was instrumental in introduction and formation of a complete digital content creation team with in-house storytellers, producers and directors with a focus on content synergy across Lead Generation & SEO.• Pitches and wins include INFINITI AAC, Cravia Group, wasl New Age, MAG Lifestyle Development, Todd English, Dubai Parks and Dubai Culture among others.• My work for INFINITI is presently a finalist at the MENA Digital Awards, 2018

• Managing a team of 20 at Spark*, my mandate was to lead the agency’s transformation into digital & branding.• Championing a Guinness World Record for Dubai as a tribute to the Year of Zayed earlier this year was one of my most challenging and most satisfying achievements. In partnership with wasl, it included creation of a CGI video of Sheikh Zayed, a social campaign and influencer outreach concluding in the world’s largest aerial projection across the Dubai skyline.• Another key project included complete internal and external rebranding, communication strategy development and launch of MAG Lifestyle Development.• We also created experiential launch strategies for Dubai Culture’s DFYT, INFINITI, Al Yasra Kuwait and Sharjah Tourism.• I also managed Internal restructuring for Spark* including a fluid content creation cell as well as upskilling of traditional advertising personnel.

• An internal stalemate on whether I am a creative communication strategist or a strategic communication creative led me to embrace the Director of Innovation portfolio at Publinet – the Middle East’s first and only network of independent communication consultancies.• Along with my other roles within the group companies, this Senior Management position was mandated with a single 2-word KPI from the CEO – Growth. NOW.• This has led to the addition of BIG Data analytics, New-Age communication tools, Market intelligence, Strategic MarCom tools like Consumer Micro-Moments and Strategic Radar as well as Internal tools like Odoo Intranet & QC Process Management into Publinet’s toolkit. • In addition, I have been instrumental in Publinet’s expansion into new offerings and markets as well as identifying and solidifying exclusive collaborations with entities like LinkedIn, Facebook, LexisNexis, Tableau and MEED among others.• In this capacity, I have provided Strategic MarCom consultancy to the agency’s top clients including wasl, Dubai Culture, Dubai Community Development Authority, AFOCH, DMI, Dubai Investments and INFINITI AAC.

• Successfully made the transition to PR as the first director of a Brand Outreach divistion in a Middle Eastern PR agency, I handled independent P&Ls for the agency grossing over 3 million in my first year.• Was instrumental in creating C&B’s Content Journalism™ toolkit – with the addition of digital PR tools including experiential marketing and UGC to conventional PR.• Pitch and retainer wins included Dubai Culture, Dubai Judicial Institute, Deliveroo, Dubai Land Department, Marka and Hyperloop Transportation Technologies.• Led C&Bs team to 12 MEPRA 2016 awards and recognition at prestigious industry fora.

As Lead Creative Associate, I managed Publinet's creative team, helped plan accounts, lead new business pitches and partner the client servicing and operations teams in providing strategic input to the agency. Here are some highlights:• Heading the creative team since November ‘08, key accounts I worked on include a mix of F&B (Baskin Robbins, Dunkin’ Donuts, Seattle’s Best Coffee, Cinnabon, TiffinBites), Automobile (Regional accounts for Volkswagen, Kia and Audi), Institutional (Dubai Multi Commodities Centre, Drake & Scull, Dubai Ministry of Culture, Dermalase, Thai Tourism), Media (Zee Aflam), Retail (24x7 supermarket) and Real Estate (Dubai Pearl).• Successfully won a Pitch for the Dubai Pearl, pipping nine top global agencies over two rounds. Other Pitch wins include Zee Aflam, Dermalase, DMCC and Thai Tourism. Along with producing work that helped the agency make successful retainer renegotiations at various stages with clients including Baskin Robbins, Drake & Scull International and Audi.• Helped the agency grow its strength in design to include a host of corporate identity and branding initiatives.• Initiated an internal staff training program called 47.

• Prior to Publinet, I was Ogilvy & Mather, Mumbai where I worked as a Creative Controller under Executive Creative Director Rajiv Rao until October 2008.• Joining O&M in July 2002, my primary account was Vodafone (formerly Hutch and Orange) across the country. Starting as an intern I ended my stint supervising a small team as we planned and developed regional and national campaigns for Vodafone. This included ATL as well as BTL and internal communication. I’ve been part of successful Hutch and Vodafone brand launches in India. • Other brands that I worked on included Kotak Insurance, Kodak, MTDC, DHL, Playwin, Onida, Childline and the National Association for the Blind. • In addition, I was also a part of/fronted a host of new business pitches including Himachal Tourism, Kotak Insurance, Star One, Torrent, Playwin and Emirates. • During my stint with Ogilvy Bombay, I had the privilege of working with and learning from some of the world's greatest Creative Directors including Piyush Pandey, Mahesh V (RIP), Rajiv Rao and Sumanto Chattopadhyay.