Apr 2024 – Present · 1 yr 11 mos

• Bourbon sales increased by 15.8%, Oreo's dropped by 2.8%
• Successfully revitalised Brand Bourbon (losing to Oreo) by re-establishing the chocolate credentials and leveraging a 'chocolate overload' strategy across various touch pointsWon at India and Apac Effies
• Jim Jam grew by 32.2% (8x category) in a year where category growth fell from 27% to 8%'The Open' cream biscuit articulated as a cream biscuit that you don't need to twist, just have it with one hand helped ont oly to grow but steal share from competition. Oreo declined by -4.1%
• Launch of Pure Magic achieved 35.1% sales growth by capitalising on the Consumers who are increasingly seeking richer experiences, buy elevating the brand into a more indulgent space
• Piramal Finance's success was in identifying that - It was Neeyat. Not documents that repays loans. This helped the brand get to 95% loan disbursement

Aug 2015 – Present · 10 yrs 7 mos

• Carvaan - Saregama India
• Co-created the product innovation Saregama Carvaan and also the subsequent brand thinking of the same which positioned it as a Gift of Nostalgia.
• The Revenue of the company catapulted by 135%, Profits by 530% & Share Price by 300%
• It was awarded “Most Effective Campaign in the World” WARC Global 100.
• 4 Gold, 2 Silver, 2 Bronze in Effies India, 1 Gold, 2 Silver at APAC Effies, Campaign Asia Brand of the Year twice in a row, 1 Platinum, 3 Gold at Tangrams Effectiveness Awards
• Mahindra Thar
• Relaunch of a Cult 2 door 4x4.
• Developed the thinking on the Product, Strategy, Creative & Execution that resulted in a overwhelming 50,000 bookings in 6 months @ 60% premium
• Most successful 2 door car launch
• Axis Mutual Funds
• Led the complete repositioning of the brand during a volatile period of market returns that led to Axis MF becoming the Fastest growing AMC with 250% increase in distribution.
• Won a Bronze at Effies India 2019
• Rio Sanitary Pads
• A complete underdog brand that was up against two legacy brands Stayfree and Whisper. To make this a success we unearthed an insight that challenged the way sanitary pads were sold to Indian women and brought about historic change in media, culture that even legacy-leaders didn’t dare doing. Led Rio’s campaign, that showcased period-truths by showing period blood as red not blue – first time on national television to break the silence around period-flow struggles both physical and emotional.
• Rio’s sales increased by 147% & distribution by 60%
• Friends Adult Diapers
• Led a campaign that made peeing in their pants acceptable for men who didn’t even want to admit that they had a problem of incontinence. The working insight was ‘when you know you are not suffering alone, you feel less embarrassed to seek solutions’. The ideas was to ‘normalize’ the problem of incontinence. Results of 34% new-users & 38% increased sales.
• Other brands : UpGrad, Honeywell, Zeel Rainwear, Uniwash, NatGeo, Star Sports, NCPA