— a few brands I've worked across
currently making marketing
Most strategy is the discipline of noticing — what people actually do, not what they're supposed to.
Each story has more underneath it — the room, the brief, the bet, what worked and what didn't. Click any card to read the full case.
When the franchise's hardest year needed a different anchor.
A captaincy change had fractured fan sentiment. We pivoted away from internal tensions and revived Mumbai Meri Jaan as the season's central platform across every channel.
When the show is about deception, the launch should behave like one.
A "leaked" JioHotstar deck seeded through PR, creators, piracy boards. Every click resolved into the same Kay Kay Menon film about digital manipulation. The medium became the message.
Teaching a country how to follow a sport.
India's first top-tier private volleyball league, built from inception. I owned strategy, KPIs, sponsor delivery, and the content workflows — the system that had to last three seasons and counting.
For the everyday mover, not the elite athlete.
A fashion-led British brand entering activewear in a category owned by Nike, Adidas, Puma. The bet: position around movement across life — for an audience where fitness has become identity, not function.
From the school field to the world stage.
Reliance Foundation Sports across grassroots and elite. Athletics, football, the Olympics, the Asian Games, RFYS. Lehra Do for Team India was the season's anthem.
Authenticity, documented. Not the broadcast cut.
India's biggest mass-participation races — TMM and TCS World 10K Bengaluru. International athletes (Gatlin, Moon, Meb) integrated as peers of the local running community, not above it.
I don't separate my interests from how I work. They tend to bleed into each other.
Hubble Ultra Deep Field
I usually start by zooming out. Understanding the space first, then connecting the dots.
Vir Das · Two Indias
The same punch can land or miss depending on context. Creativity, much like comedy, is often ruled by judgement.
Atticus Finch · Mockingbird
Structure lets imagination travel without falling apart. I'm drawn to stories that are clear on who they're about, what's in the way, and why the journey matters.
Messi · the tattoo
Sport and gaming reward patience. Patterns don't appear instantly. They emerge through seasons, repetition, and adjustment.
Altair · Assassin's Creed