As the Creative & Innovation Director at GroupM MENA, I lead multidisciplinary teams to deliver high-impact campaigns across diverse sectors, from FMCG to technology, creating innovative solutions that set brands apart. My role involves blending strategic vision with creative execution, ensuring each project not only meets client expectations but pushes creative boundaries.Key Responsibilities:Campaign Leadership: Oversee end-to-end campaign development for major clients like Nestlé, Michelin, and Philips, from concept to launch, focusing on delivering unique narratives that resonate with target audiences.AI-Driven Creativity: Pioneer the use of generative AI tools, such as Midjourney and DALL-E, to streamline workflows and produce creative assets faster without compromising quality. This includes developing AI-driven concepts like Chupa Chup’s ‘AI World of Lollipops,’ which was shortlisted at Cannes 2024.Creative Strategy & Innovation: Spearhead creative direction by leveraging the latest in Gen-AI and immersive tech to craft memorable brand experiences. Constantly research emerging tools to incorporate them into our creative processes, ensuring our work remains at the forefront of innovation.Team Development & Mentorship: Mentor and guide a team of designers, writers, and strategists, fostering a culture of creativity, collaboration, and continuous learning to elevate our collective work.Client Collaboration: Act as the primary creative liaison with clients, building strong relationships and translating their goals into creative strategies that drive results.

As a singer / songwriter with Karyoké, we've performed at several gigs and launched our original music, you can find listed below:1) Performances- Invited to perform At Sandscapes 2019, an event organised at the Sikka Art Fair 2019 in collaboration with Mawaheb from Beautiful People (an NGO that helps train people of determination in art)- Invited to perform At Home Concert's - Artist Series 2- Performed regularly at open mics across the city 2) Releases- Released our debut single 'Societal Fantasies' in August 2018- Released our debut EP 'Oxymoron' in June 20193) Features- Rolling stone India: 'Societal Fantasies' was featured as a song to watch out for and a writeup for the same was written by Anurag Tagat - The Amp'd Cast: Karyoké were the featured band on The Amp'd Cast and were featured in their podcast that spoke about their journey as a band in Dubai and about their EP 'Oxymoron'.

• Architecting robust creative strategies for diverse brands• Spearheading agency-wide brainstorms for innovative ideation• Pioneering art direction and production concepts across sectors• Cultivating a team of designers, nurturing talent and encouraging professional growth• Driving new business through strategic creative pitches addressing client objectives• Staying ahead with the latest creative trends for agency leadership• Overseeing the crafting of groundbreaking social media content• Leading the charge in emerging tech for standout creative executions• Training and mentoring to foster a culture of continuous learning• Generating real-time content

As an Associate Creative Director, my role involves the following:1) Crafting effective and impactful creative strategies for the brands I work with.2) Conducting effective brainstorms at an agency and group level.3) Producing and conceptualizing the art direction across brands.4) Leading a team of designers, understanding their strengths, and working on helping them overcome their weaknesses to emerge as self-reliant and confident individuals 5) Working on large-scale and small-scale pitches to win new business by helping formulate a creative strategy based on their pain points and KPIs.6) Keeping abreast with creative trends and practices to help the agency stay ahead of the game.7) Overlooking the creation of social posts and content across various social platforms including Facebook, Instagram, Insta Stories, Snapchat, and Snap Stories that defy the norm8) Training and mentoring the team9) Creation of real-time content across various brands10) Conceptualising, directing, and executing complex stop-motion sequences 11) Shooting and editing videos ranging from YouTube pre-rolls to TVCs

During my tenure as a Senior Designer (Digital), I have worked in several areas including:1) Creation of social posts and content across various social platforms including Facebook, Instagram, Insta Stories, Snapchat and Snap Stories that defy the norm2) Branding projects3) Creative strategies and conceptualising visuals for the content calendars4) Training and mentoring the team5) Creation of real-time content across various brands6) Conceptualising, directing and executing complex stop-motion sequences 7) Shooting and editing videos ranging from YouTube pre-rolls to TVCs8) Creation of artwork for digital bannersI have worked on several brands ranging across FMCG, hospitality, construction, healthcare, automotive, and retail that includes KitKat, Cerelac, Nido, Philips, Emmar Address Boulevard, Nshama, Homecentre, Lifestyle, Michelin, Nespresso, Maggi, Masafi, Balance, etc.

Being a freelance Art director / Creative designer, I have undertaken several projects for reputed Brands such as Asian Paints, Drupal Association, Fourways Travels, etc. The scope of work and the design requirements for all of the commissioned work is varied. They range from designing digital interfaces for mobile games to designing print materials like brochures or creating brand identities. Having single handedly managed large scale projects such as the current ongoing conference design for the Drupal Association's DrupalCon Asia 2016. Working on projects such as this has given me immense confidence and exposure to mediums I never ventured into. I'm up for any project that scares the life out of me. :)

9 Cube is a tiny set-up comprising of me and my father, who has been an advertising professional for the past 40 years. 9 Cube began with a crazy idea. On the new years eve 2014, I came up with a little post on Facebook stating that we'd design a logo for anyone for only INR 999/- but, the catch was that there would be no iterations or changes allowed. You are to take what is given. The concept was primarily to trust the artist with his vision for the brand. What started as a joke, almost became mainstream and the idea has been running successfully ever since.Besides the INR 999/- logos, we engage a lot with Brand Identity design, designing for both digital and print mediums, space design, etc. We undertake any design job that excites us!

I am responsible for setting the academics and conducting lectures on Graphic Design and Visual Effects here. I am responsible for handling the Visual Effects team at our in-house production 'FXS Production' and for training the faculty in our other branch in the subjects of Graphic Design and VFX.

List of movies worked on includes:• Tron Legacy• Moby Dick• Veer• Aladin• Drona• Don't touch me (Nominated for BEST ANIMATED SHORT at CANNES 2010)