My Story
Sketchbook Addict, Stationary Hoarder, Online Learning Junkie
My career started at an export house in New Delhi, after finishing college at NIFT Delhi, as a fashion apparel designer. After a stint as a Luxury Writer, I was hired by The Entertainment Design Co., a high end design studio, and stayed with them for the next six years. In my career of 17 years I moved from Delhi to Mumbai, where I worked for some esteemed agencies like The Glitch, JWT-Mirum & Creativeland Asia, Saatchi & Saatchi Publicis. I worked as a consultant for noon, literally addressed as the Amazon of Middle East. Currently I am consulting with a BtoB Agency in Bangalore, who have some very interesting brands in the Tech and Healthcare Sectors like MPhasis, Milann Fertility, MSRamaiah Hospital.
About Me.
Throughout my journey, I've had the privilege of collaborating with an incredible range of brands, from legacy names like Dalda to global leaders like Netflix. My approach combines deep visual storytelling expertise with a forward-thinking embrace of digital technology and AI, using these tools to amplify creativity and precision in brand-building. Leveraging the latest advancements, I’m passionate about driving innovative, intelligent design solutions that resonate in an ever-evolving market. Growing up in a family of academics, my path might’ve been expected to be rooted in academia, but I was irresistibly drawn to the alchemy of storytelling in advertising. For years, I entertained the whimsical idea that some magical force was behind the stunning designs and clever ads around me. Today, I know better, but I still channel that sense of wonder into my work.
Career
Head of Design, Consulting Role (Apr 2024 - Present)
Basil
Leading Basil's design vision with a transformative approach, overseeing a team to deliver cohesive brand identity and outstanding creative experiences. Driving innovation to elevate the brand’s market position and ensure every visual and user interaction reflects the excellence in brand communication.
Freelance Creative Director (July 2023 - Apr 2024)
Noon
Spearheaded marketing creative direction for Noon Food across digital platforms, infusing strategic thinking and creative excellence to strengthen brand presence in the UAE’s competitive online food delivery market. Led remote teams, leveraging local insights for impactful campaigns and audience engagement.
Senior Creative Director (Jul 2022 - Oct 2023)
Saatchi & Saatchi Propagate
Directed high-profile digital and branding projects, blending strategic insight with creative leadership to deliver compelling advertising campaigns. Enhanced client impact through innovative approaches to digital media, brand storytelling, and interactive advertising.
Senior Creative Partner - Design and Innovations (Feb 2020 - Jul 2022)
Creativeland Asia
Innovated across design and interactive advertising, driving campaigns from ideation to execution. Focused on elevating brand narratives through pioneering design solutions, integrated marketing strategies, and social media engagement, ensuring brands resonated with their target audiences.
Creative Director (Nov 2018 - Feb 2020)
The Minimalist
Oversaw end-to-end creative projects, setting strategic design directions to enhance brand identities. Implemented data-driven insights to refine digital marketing, web design, and interactive content, amplifying client brands in a fast-evolving digital landscape.
Design Head (Apr 2018 - Nov 2018), Senior Art Director (2017 - Nov 2018)
Mirum India
Played a dual role, advancing Mirum’s design philosophy while delivering impactful brand and digital strategies. Pioneered comprehensive campaigns, blending creative artistry with strategic goals, elevating client brands across digital ecosystems.
Creative Head (Feb 2016 - Nov 2016)
The Glitch
Strengthened brand positioning through inventive interactive advertising and content production, reinforcing identity in a crowded digital space. Led the creative team, fostering a culture of innovation and excellence.
Senior Visualizer (Aug 2015 - Jul 2016)
Encyclomedia Networks
Drove the visual narrative for marketing initiatives, focusing on cohesive brand messaging and impactful design. Collaborated closely with teams to develop and refine visuals that resonated with target audiences.
Creative Conceptualizer and Copywriter (Jan 2011 - Aug 2015)
The Entertainment Design Co.
Spearheaded concept development and innovative product ideation, crafting compelling narratives that aligned with brand identity. Excelled in copywriting, ensuring messages were persuasive and on-brand.
Copywriter (Apr 2010 - Jan 2011)
Lx Report
Produced engaging copy, handled social media marketing, and helped elevate brand storytelling. Utilized journalism insights to create content that resonated with diverse audiences.
Garment and Textile Designer (Feb 2009 - Dec 2009)
PEMPRO Exports
Designed product ranges aligned with global fashion forecasts, enhancing brand appeal through print and embroidery design. Ensured product development aligned with market trends, showcasing creative versatility in the fashion industry.
A student of Fashion Apparel Design from Nift Delhi, I recently finished my Mass Comm from Amity University, and a Certification in a UI UX Bootcamp from CalTech, USA.
Online learning has been an important part of my journey. I believe we are truly in a golden era for creative professionals. Smarter tools, better softwares, Ai keeping-up, and constantly learning can make or break a design professional's work, in today's day and age.
Specialised Services
Brand Strategy, Identity & Branding,
Print, Digital & Web, Art Direction,
Environmental & Exhibition