Creative strategist + conceptualiser
I look for the human truth in everything. If a brief doesn't make anyone feel something, I keep digging.
The messy bit
As a kid, I painted, glued, cut and fixed things with whatever was lying around. People called it creative. What they didn't see was the version before it, and the one before that: the mistakes, the jugaad (the wonderful Hindi word for a resourceful fix), the trial and error.
Five years of campaigns later, nothing has changed. If something isn't working, we find another way to make it work.
It was never about perfection. It's about wabi-sabi: finding the perfect in the imperfect.
Wabi-sabi is the Japanese idea of finding beauty in what's a little cracked and a little unfinished. It's how I work, and the ideas with a few honest cracks are the ones people remember.
How I work
01 /
If an idea doesn't evoke an emotion, any emotion, I go back and dig deeper.
02 /
The good version usually turns up after a lot of wrong ones. I plan for them.
03 /
Tight time, tight budget, odd kit? That's often where the interesting ideas come from.
Selected work
Campaigns I conceptualised and delivered at Radio Mirchi, Times Group.
The visuals, films and banners for these campaigns live on my Behance.
Project 01
WHO India, COVID-19 awareness. Senior Conceptualiser, two-year engagement
Two years of helping people across India understand COVID-19 and wider health topics, one channel at a time. I built content around several health themes across digital, radio and on-ground events, in one of Radio Mirchi's biggest campaigns.
Showcased at the Ministry of Health & Family Welfare's G20 co-branded event (June 2023). Bronze at ACEF 2023.
See the campaign on BehanceProject 02
GSK India. Senior Conceptualiser
A multi-city, multi-language awareness campaign, with influencers in each region helping people learn about a condition many hadn't heard of. I took it from the first idea to delivery.
Gold and Bronze at the Golden Mikes 2024.
See the campaign on BehanceProject 03
Home Ministry (India). Senior Conceptualiser
Co-wrote the scripts, led production planning and shaped the concepts, visual ideas and narrative direction, from pre-production to final delivery.
Four films released in cinemas as public awareness ads.
See the campaign on BehanceProject 04
Muthoot. Conceptualiser and co-executive
Conceptualised and co-executed the activation, coordinating videographers, content creators and on-ground teams, and managing logistics and content capture in a very large crowd.
Muthoot's largest on-ground activation, at India's largest religious gathering.
See the campaign on BehanceProject 05
Canara HSBC. Conceptualiser and event executor
Created the format for a large-scale musical competition building towards a live show, then led delivery with the production and event teams.
A large-scale branded entertainment event with celebrity talent.
See the campaign on BehanceProject 06
Kit Kat. Video producer and conceptualiser
A campaign for first-year students, with event activation ideas and video content made for a student audience.
Run across 35 college events nationwide.
See the campaign on BehanceThe MSc project
Pharma and alcohol are two of the most heavily regulated things to advertise in Ireland, and both like to talk about purpose. When a brand tells you it cares, how can you tell if it does?
For my MSc consultancy project at Technological University Dublin (2025 to 2026), I compared purpose marketing in pharmaceutical and alcohol advertising in Ireland, using document analysis and Gillian Rose's Discourse Analysis I framework. In plain words, I read the advertising on three levels: the text, the intertextuality (what it borrows from other messages and images) and the context.
I was looking for purpose-washing: a brand claiming a social purpose with little behind it. I wrote up the patterns, with recommendations for regulators.
The small print
MSc Advertising and Creativity, TU Dublin (final award pending). MA Mass Communications, Jamia Millia Islamia.
I work in English, Hindi and Malayalam.