Creative and Design Director. I build brand systems, campaign frameworks and design languages. Currently leading visual identity at JioSaavn, one of India's largest music platforms. Design should move the needle, not just move pixels.
I'm a Creative and Design Director with over 15 years building brands, campaigns and design systems across advertising, digital and entertainment. Currently Associate Director of Graphic Design at JioSaavn, where I lead visual identity at the scale of one of India's largest music platforms.
I've worked with some of the world's largest brands across FMCG, fintech, automotive and entertainment, from global multinationals to homegrown Indian names. Through some of the best agencies in the country, the work has been recognised at the Effies, Adfest, Kyoorius, DMA International and Campaign Asia.
When I'm not making things, I'm riding my bike, growing a beard, or trying to photosynthesize.
In the platform business. Directing the visual identity of one of India's largest music streaming platforms: brand campaigns, design systems, and the visual language that hundreds of millions navigate daily.
Scale, scrutiny, legacy brands. Directed digital creative across Jeep, Pampers, Spotify, JioMart and Bajaj Auto. Led the launch of the 2021 Jeep Compass and Wrangler in India.
Three years. A lot of territory covered. Led Spotify's India debut, 600+ executions, 10+ platforms, awarded at APAC Effies, Adfest and India Effies. Also directed URI × PUBG, Oral-B's kids category launch, Siemens IWD campaigns, Pampers India, EUME and Dreamery.
The year of building teams as much as campaigns. Led creative for Tata Motors, Starbucks, Surf Excel, Parachute Advansed and Bru Coffee. Built and mentored a team of designers.
The award years. Standard Chartered Mumbai Marathon, Aristocrat, Airtel 4G, and brand work for Samsung and Gap. Instrumental in IBS Fulcro winning Campaign Asia Independent Agency of the Year, twice.
Where I learned to own it. Directed the IPL Tournament Handbook and IPL Media Handbook. Where I learnt that precision and craft aren't optional.
Visual identity for Stanley Ka Dabba (National Award-winning film). Animania and Hindustan Hipsters product collections. The foundations were laid here.
Advertising school, no degree required. Campaigns across print and activation. Fast briefs, faster turnarounds, and the discipline of making something good out of nothing much.
Learning that luxury lives in the details. Marketing materials for Vie Lounge, C'est la Vie and Ted Lapidus, where every detail of visual language carries the weight of the experience.
Print, packaging, logos and ads. Learning to draw before learning to direct.