Senior Director - Strategy

Sideways is a multi-disciplinary consulting, where strategists, technologists, product designers, engineers, copywriters and art directors work together to solve any problem. The projects are spread across advertising/brand strategy, technology consulting, UI/UX design, product design and customer service journey design. Key accomplishments as Sideways are as follows:- Creating new use cases for GPay to onboard the next 100 Mn consumers.- Identifying sizable product/brand opportunities in an unorganised/commoditised category for Pidilite and creating GTM for the launch.- Mining insights for a VC firm Kae Capital to help them service entrepreneurs better.- Launching a corporate auto brand KIA in India without having a car ready to be launched.- Insighting and positioning for start-up brands such as TBH, Sporjo.

Key Accomplishments:- Crafting launch strategies for Mahindra Marazzo, Mahindra Jeeto Minivan, Mahindra Blazo.- Leading the pre-campaign and post campaign researches such as product clinics, concept testing, LINK tests, post-launch tests, ad recall studies, brand tracks.- Leading and presenting new business pitches for the agency.- Championing effectiveness glory: Developing cases that win in effectiveness awards.

Key Accomplishments:- Crafting the Bournvita’s longest standing proposition ‘Tayyari Jeet Ki’ and creating endearing work on it for half a decade.- Leading the various new product initiatives such as Bournvita Biscuits, Bournvita Badam Boosters, as a part of core task team.- Creating medico to marketing process of clinical claims for Bournvita Pro Health Nutrients.- Relaunch of Foster’s beer with a refreshed proposition.- Farming existing businesses by identifying 360 opportunities. Leading the 360 business with various discipline partners and clients.