I started my career in the corporate world with the likes of multinationals like Caltex and Gulf Oil. Subsequently, I moved to brand and Customer Relationship Management (CRM) consulting. After 5 years in the industry, I further shifted to academics, where I found my true calling. I have been now in the teaching profession for more than 20 years. My teaching interests include brand management, gamification, qualitative marketing research, and theory construction. My present research interests include gamification, loyalty program design, motivation design, and service branding. I have authored a large number of research papers/ case studies in reputed international publications such as Marketing Intelligence & Planning, Journal of Marketing Education, Harvard Business School Case Collection, etc. One of my case studies in marketing developed in an innovative format and co-authored with colleagues at Harvard Business School was nominated for the Edison Award 2014 in learning category. I have also written two books on CRM, which have been well received. I am also the pioneer of the photo-novel genre of literature in India, besides being an award-winning filmmaker.