Creative Director with 17+ years leading brands, products and campaigns across advertising, design and technology. I've built identities, launched products, mentored multidisciplinary teams and helped organisations create work that scales without compromising craft.
50+ industry awards · Featured on Behance · Creative leadership across brand, product and marketing
Selected workFor the last 17 years I've helped organisations solve creative problems at every scale, from campaign ideas and brand identities to design systems used by millions. My role has changed over the years. The job hasn't: understand the problem, find the right idea and help talented people bring it to life.
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.
I've spent my career working across agencies and in-house teams, which taught me that great creative isn't about choosing between brand and business. It's about making both stronger.
Outside work you'll usually find me running, exploring fragrances, obsessing over typography or experimenting with AI workflows for creative teams.
I believe great creative comes from clarity, not complexity. The strongest brands are built on simple ideas, disciplined systems and teams that care deeply about craft. Technology changes. Audiences change. Good thinking doesn't.
I use AI to expand thinking, accelerate exploration and remove repetitive work, not to replace creative judgement.
Claude and ChatGPT for concepting and pressure-testing ideas before they reach a team. Shutterstock GenAI, Gemini and ChatGPT image tools for generating and localising visual work to the Indian market, the range and speed a multilingual platform demands.
Nothing ships on the model's word alone. Every output is checked for cultural accuracy and craft before it reaches a market. Prompting is a discipline I keep sharpening, not a one-off.
Brought in to lead graphic design and to redefine JioSaavn's brand system. The work spans brand campaigns, design systems, editorial frameworks and the visual identity that hundreds of millions of listeners interact with daily.
Directed digital creative across Jeep, Pampers, Spotify, JioMart and Bajaj Auto. Led the launch of the 2021 Jeep Compass and Wrangler in India.
Led Spotify India's launch across 600+ executions, 10+ platforms and award-winning campaigns recognised 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.
Led creative for Tata Motors, Starbucks, Surf Excel, Parachute Advansed and Bru Coffee. Built and mentored a team of designers across brand and campaign work.
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.
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.