Tech+Creative. Building a tech-powered creatives marketplace to overhaul how brand marketing creatives are imagined and executed.Clapboard is a full-stack creatives services marketplace. The Clapboard community of independent writers, directors, producers, creative strategists, editors, animators and influencers join early in the creative process and craft content that meets both budgets and deadlines. Using technology to streamline the creative workflow, this is about building communities around content and content around communities.

Helping businesses craft and scale their brand origin stories.Building Origin as a strategic brand partner consultancy to help solve very specific branding and marketing problem statements for businesses across lifestages:0-1 : Crafting brand, by articulating the vision, values, positioning, strategy and visual identity 1-n : Scaling brand, by Ideas and Content playbooks that are on-brand and on-briefIf you are interested in a free-wheeling chat to discuss your brand, please drop in a 'hi' at contact@hiorigin.inLive projects: Arcana Network | Crypto Web3 Infra Project (Dubai)1. Foundational Brand work: Brand Archetype Workshop, Brand Personality Playbook, Brand Vocabulary, Branding Nomenclature. 2. Crafting the Arcana Crypto Community lore across all ecosystem stakeholders- XARmy Manifesto, XARhead NFT Project 3. Comms Strategy & Content plans on NFT4XAR Airdrop & Beta Testnet launch 4. Partnership Announcement & Amplification- Best practices playbooksGo Grub Foods | Smart Snacking Brand (Delhi NCR)1. Foundational Brand work: Brand positioning, Customer proposition translating to Investor Pitch decks, Investor Q&A show-reels 2. E-Commerce Brand Identity: Brand voice and assets for e-commerce store Other projects: 1. Branding Concepts & Origin Stories: Pooja Vaidyanathan & Beantown Cats (Bengaluru- Chennai)2. Brand Architecture Strategy: Elegance Infra (Bengaluru)

Role • Own the IMC- Integrated Mass Marketing- mandate to deliver short & long-term brand goals for the ‘Basket Building Grocery’ formats- Amazon Fresh and Amazon Pantry• Lead marketing strategy, creative asset development and mass media strategies in offline & digital, by partnering with network of internal and external agency partner teams (Ogilvy, IPG- Initiative & Interactive Avenues, IPSOS)• Own and influence product offering across promotion, pricing and product mix by working closely with leadership stakeholders, business teams and 3P partner brandsKPIs / Goals• Driving growth for Amazon Grocery across (1) Customer funnel (Awareness, Consideration and Brand Perceptions, measured on Brand Health and Brand Imagery of category drivers of Value, Selection and Speed) (2) New Customer acquisition• Deepening customer understanding- by internal and external data sources and commissioned researches- Brand Tracks, Concept testing Qualitative and Quantitative studies, consumer immersions• Optimizing marketing efficiencies through org wide initiatives: Annual Agency Retainers and Automation initiatives to reduce Video Production costsKey Projects & Wins1. Launched Amazon Fresh with a 360 marketing campaign by activating sharp targeted-hyperlocal marketing approach across Digital, OOH, Radio (Jan’20)2. Fashion & Beauty: Large scale content integration & co-branded content creation with Filmfare Title Sponsorship (Feb’20) across Launch PR event, Red Carpet Tech Integrations, Special Co- branded Promo, Influencers, Host scripts 3. Amazon’s Covid Response: Led the #TogetherForIndia campaign bringing together e-com competition brands (Big Basket, Grofers, Medlife) on a single platform for customer reassurance during covid lockdown (Mar'20)4. Production Automation: Built a prototype for an Automation tech tool for driving savings on costs (~15%) and timelines across Hero, Hub and Hygiene Video productions, with external SME Consultant

Role & Responsibilities • Drive Mass Marketing mandate to deliver short & long-term goals for the portfolio of strategic partner brands across categories including Wireless, TV, Wearables, Large Appliances and Fashion.• Lead marketing strategy-creative asset development and mass media strategies- in offline & digital, by partnering with network of internal and external agency partner teams. KPIs / Goals• Owning 360 launches, product lifecycle campaigns and synergies with Amazon platform sale events (e.g. Amazon Great Indian festival, Summer Sales) for exclusive smartphone launches on Amazon with partner brands OnePlus (7 Series), Samsung (M Series), Xiaomi (Redmi 7)Key Projects & Wins1. Smartphones: First ever deep integration of 3P partner brand with Amazon Great Indian Festival (Diwali Sale) by creating a co-branded TVC for Samsung M30s launch; and securing 1.5X media investments from 3P partner. 2. Rebranding the Amazon Exclusive program to Amazon Specials in a 30-day turnaround

Role Driving measurably effective creative strategy and content led communications for internal Amazon teams- Amazon Private Label Brands (Smartphones, Fashion) and Streaming Media Player (Fire TV Stick), e-readers (Kindle devices)KPIs/ Goals• Creative Brand Strategy: Interpretation of business briefs into actionable creative strategy, scoping of possible consumer need spaces and brand positioning exercises• Brand Development & Communications: Working with Visual Design Partners to create and execute brand assets for nascent brandsKey Projects & Wins1. Smartphones- Launch of 10.or D2: Entire brand strategy and asset development for the 2nd generation launch of 10.or (Tenor) brand smartphones in the 'Crafted for Amazon' programme- brand positioning, on-device content (wallpapers, ringtone, on device animations) and marketing communications (ATL, onsite). 2. Fashion: Creation of brand language and brand assets (onsite stores, A+ content, Photography assets) for Private Label Brands business to drive a enhanced user experience on A.in fashion consumers3. Scaling of team capabilities: Built a hybrid model of internal and external agency partners (sound design, visual identity, digital ethno-graphic research) to supplement internal team capabilities through extensive vendor evaluation.

Role & ResponsibilitiesA combination of Revenue and Content Strategy of Branded Content Solutions across TV, Digital, PR, Merchandising & On-ground mediums, for non-traditional advertisers across India for SD+HD Infotainment & Travel-Lifestyle channels for FOX International Channels- Nat Geo, Nat Geo Wild, FOX LifeBusiness Development: • Scoping, pitching, negotiations & conversions, project execution and tracking for Advertiser Funded Projects (AFP). • Spread of categories -Travel & Tourism, Renewable Energy, Infrastructure, Manufacturing, Engineering. Creative Content Production: • Commissioning of full length documentaries: Production briefing, selection & negotiations with Production Houses.• Creative production supervision on global Nat Geo franchises Megastructures, Megacities, INSIDE.New businesses for National Geographic Partners in India: • Across Edu Tech, Kids entertainment, Licensing & Merchandising, Branded Real Estate, Live Events and Travel.Key projects & Wins:• “Megastructures: World’s Biggest Solar Powerhouse”, “Simhastha Mahakumbh”, “Science of AYUSH Medicines” Nat Geo Unlock Hour: First ever National Geographic School Connect program in India. Key achievements • Drove higher profitability for the branded content vertical- 30% jump in average profit per project.• Strengthened category spread by converting non-traditional advertisers in the Energy & Infrastructure categories.

Complete brand ownership of National Geographic Channel and Nat Geo Wild in India; driving relevance, reach growth & brand metrics across TV channel & social media assets for the 129 years heritage brand.• Brand Strategy: Annual brand plans rooted in content strategy, consumer trends, business goals and budgets. • Consumer Research: Commissioned Brand Track Research studies across 4 key metro and Social listening tools for measuring community sentiment across social media• Partnerships & Alliances: Brand Integrations in Movies and association on movie launch campaigns and Content partnerships with Print Publications and Magazines for yearly associationsKey Projects & Wins: • ‘Unlock’ Re-Positioning Campaign on Nat Geo: 6 city 360 campaign with John Abraham as the Brand Ambassador• Nat Geo Moment Awards+Kala Ghoda Arts Festival 2015: India’s biggest photography contest with 1L+ participation• “Be Emergency Ready” Initiative with Delhi Traffic Police +Medanata Medicity+ Irrfan Khan• Amplifying franchises: ‘Nat Geo Supercars’ Franchise Season 1 to 4 and Nat Geo Covershot Season 1 to 4• ‘Science of Stupid’ Launch: PR+ School Contact Program• 360 media launch of first ever BTS of the IPL- ‘Inside IPL’

Digital Marketing & Digital Brand Solutions - Role & ResponsibilitiesLead the entire digital presence and promotions for all network brands- social media platforms, online media campaigns, app development, crowdsourcing projects and monetization of the digital assets. - Highlight projects:• Nat Geo InstaWalks: First ever such intiative bya media brand- combining the Instagram Influencer community with Heritage & Culture pillars of NG. • Fox Life “Where will your Signature Take you” app with Yatra.com: Personalized travel itinerary planner contest - Key Achievements • NG Facebook community became the largest page of media brands in the country – 7.2 million fans.

2 years of experience as a design engineer in an engineering design multinational in the oil and gas sector.