I am currently working to make this the leading teaching institution focussed on teaching and sharing the beauty of Indian music with audiences and learners all over the world. We connect the finest Indian musicians to students who are passionate about learning about Indian music.

The mission: Sell out 1700 seats at one of the finest venues in London. I wanted to know how fast could this be done. The challenge was: not to make any posts about the event, not to use the star status of the headline artists (who has around 300k followers on Instagram), no artist shoutouts, no artist-generated content, no venue (partner) campaigns and also not to create viral organic content that will get lots of shares and reach. This sounds very odd, doesn't it? This was… Show more The mission: Sell out 1700 seats at one of the finest venues in London. I wanted to know how fast could this be done. The challenge was: not to make any posts about the event, not to use the star status of the headline artists (who has around 300k followers on Instagram), no artist shoutouts, no artist-generated content, no venue (partner) campaigns and also not to create viral organic content that will get lots of shares and reach. This sounds very odd, doesn't it? This was the perfect time for me to find and measure my baseline performance with no steroids! So, it all started in November and 10 weeks later in January my boss told me that we are now sold out! Campaigns were stopped and I had a big smile on my face! In our company history, this was unheard of, we sold out our flagship venue 10 weeks before the concert. There were no tickets left. I had made no posts. No content. Just good old consistent and predictable ads. This was the first that we sold this fast in 15 years o history. I always say that the formula is not rocket science. It is good old-fashioned sales and marketing. The formula is simple and measurable. The formula is: - Identify our perfect client - Take a long-term approach and develop your audiences inside the platforms - Develop your plan for awareness, audience creation, lead generation, sales and retargeting - Build and document your campaign structure - Segregate the campaigns so that you can measure success - Drop the low-performing campaigns - Scale the top-performing campaigns - Create urgency and scarcity Now I have a second formula for venue sellout. We achieved a long-term goal and did lots of lead generation as well, All under budget. On to the next project! Show less

It was a true honour to head this flagship project. I was tasked with sales and marketing campaigns for the Darbar Festival, our main annual event taking place at the Barbican Centre in London. This is the finest Indian classical music festival in the world. This is the first time that we tried to manage this huge task without the support of an experienced agency. I was really excited by the thought of crafting our own campaigns, developing audiences, monitoring retargetting and… Show more It was a true honour to head this flagship project. I was tasked with sales and marketing campaigns for the Darbar Festival, our main annual event taking place at the Barbican Centre in London. This is the finest Indian classical music festival in the world. This is the first time that we tried to manage this huge task without the support of an experienced agency. I was really excited by the thought of crafting our own campaigns, developing audiences, monitoring retargetting and consistently improving this effort so that we can grow and scale and control our future. But, I am pretty sure that my boss was nervous about this! Anyway, we developed our own ecosystem and unique sales formula that we can now reuse anywhere, anytime. For the first time ever, we sold out the event (a record) 3 weeks prior to it taking place. Ofcourse, we all know that there are several ways of getting this done. Being the analytical geek that I am, we managed to increase efficiency of our campaigns so that we spent only 25% of the last (award winning) agency. In addition to this, our unique blend of creating viral content meant that all channels grew at record rates. We had thousands of shares and hundreds of thousands of views! In addition to this we also made some long term gains that are already saving us money. For the first time in 15 years we gathered lots of customer data. This was the part that I loved the most! The project required strategic planning and meticulously focussed implementation. We developed and segmented our audiences and delivered the perfect blend of paid, organic and user generated content all leading to the core object - sales and conversion. What did I learn? There is no size that fits all, there is no ‘Done for you’ template that you can hand over to your team. Each campaign is unique and it requires skillful crafting to increase brand awareness and convert leads into customers to achieve profitability. On to the next project! Show less

Company Strategy and Sales.

Development, migration and rollout of www.SangatMatrimonial.org - the largest Sikh Singles in the word (at the time!) - Implementing this singles site - Launching and managing events for Sikh singles - Increasing income and project sustainability of the project and the Trust

- Television Production - Setup systems, workflow, training and rollout of the SKY television station- Strategy and fundraising- Implemented the 2011 Birmingham riots filming and LIVE broadcasts which were reported by news channels all over the world