As a PhD fellow, my research focuses on Media effect and Behavioural Insights, two crucial concepts for understanding the dynamics and impacts of media in contemporary society. My research interests are deeply rooted in my previous work in the entertainment industry, where I gained 11 years of experience in journalism, production, and corporate communication. Additionally, my involvement in communication for development projects with CARE Bangladesh and other organizations has further shaped my academic journey since graduating from ULAB in 2013 with a Summa Cum Laude award.I am passionate about exploring and addressing the challenges and opportunities that media present for social change and empowerment. Currently, I am spearheading a game-based learning project aimed at innovating teaching and learning methods within communication studies. My original game-based learning idea has garnered recognition, securing an award at an innovation in teaching and learning competition organized by University Putra Malaysia, demonstrating my commitment to novel educational approaches.Moreover, I am the founder of the Institute for Communications and Gamification Research, dedicated to pioneering advancements in game-based learning, behavioral science, social media trends, and communication strategies. Our mission is to bridge the gap between innovative research and practical application, empowering individuals and organizations to communicate effectively and engage meaningfully.My work is aligned with the United Nations Sustainable Development Goals (SDGs), particularly Quality Education (SDG 4), Decent Work and Economic Growth (SDG 8), and Industry, Innovation, and Infrastructure (SDG 9). Through collaborative research, innovative solutions, and practical applications, I strive to contribute to the evolving fields of media and communication.