Founded Applied Wonder with an objective of using creativity to tip the world for the better. He has conceptualized some of the most impactful campaigns for social change in the country. Worked on a range of social issues like participative democracy, organic food, violence against women, anti-GM campaigns, microfinance, mental health, micro health insurance, Fair Trade etc. With numerous respected brands in the social space like Greenpeace, Amnesty International, Swiss Aid Foundation, Ford Foundation, Janaagraha, Janalakshmi, London School of Hygiene and Tropical Medicine, TATA foundation, Gandhi Fellowship, Ashoka Foundation etc. Scripted and directed more than a hundred short films for social causes. Guided the creation of disruptive guerrilla campaigns in the space of social activism. One of the rare behaviour change experts with the capacity to conceptualize pure play creative ideas that are based on scientific behaviour change levers. Has been the chief creative mind behind some of the most globally acclaimed behaviour change campaigns like superamma (superamma.org), Mum's Magic Hands (https://www.mumsmagichands.org) for Lifebuoy and others.