Having successfully handled the roles of both Creative Director and Head of Marketing, I understand the importance of creating disruption effectively. Not stopping short of being creative for the sake of being creative, but having a clear focus on the end objective of driving sales/creating brand salience. This is matched with an acute understanding of human behaviour.During my tenure at ibibo.com, I got a unique insight into the Indian youth and how they can use social media space to their advantage. The fact that they are extremely confident and seeking the right platform to showcase their talent. Social media can empower them to reach out and express themselves. This enabled me to define ibibo.com’s unique positioning of being India’s first talent based social network.I created a number of initiatives for them to display what they are good at. This ranged from modeling, fashion photography, Bollywood dancing, singing to acting. I also tied up with mentors to polish the talent of the best in each initiative. Mentors included Elite model management, Dabboo Ratnani, Subi Samuel, Jatin Kampani, Bosco and Caesar. From Dec '09 onwards, I have ventured into social media marketing with the objective of partnering with brands to engage them with existing and potential consumers. These consumers are spending more and more of their time online, in social media. Fresh from my experience in ibibo.com, I am creating initiatives where people can express themselves and get recognition and in the process propagate the values of the brand. I’ve launched initiatives on social media for :http://www.facebook.com/dominospizzaindiahttp://www.facebook.com/olxindiahttp://www.facebook.com/mentosindiahttp://www.facebook.com/kurkurehttp://www.facebook.com/happydentgumhttp://www.facebook.com/bauschandlombindiahttp://www.facebook.com/fiamadiwillsmenhttps://www.facebook.com/dunkinindia