Dec 2020 – Present · 5 yrs 3 mos · India · Hybrid

• I take sessions on Luxury Branding, Applied Semiotics and Imagining India (decoding the many Indias that exist) to help students understand the application of cultural tools in the every day world of life and business

Nov 2020 – Sep 2022 · 1 yr 10 mos

• I teach the course "Cross Cultural Communication" and introduce second year Master's students to concepts of cultural studies and theory, communication theory, semiotics and ethnographic research to help students understand the application of cultural tools in the every day world of life and business

Mar 2020 – Mar 2024 · 4 yrs · Delhi, India · Hybrid

• Umeed Project was founded by Amir Siddiqui, Prerona Sanyal & Chirag Mediratta in March 2020 to provide emergency food, health & life support resources to underprivileged Indians.
• In 3 years, Umeed Project has accomplished:-
• A total relief work of about US$ 12MN (INR 90 Cr)
• Ration kits for 10MN+ people with its network of over 100 regional NGOs + 200K cooked meals
• Donated 500 oxygen concentrators, 100 BiPAPs, 2 PSA Plants and 100K+ covid kits across India
• More than 100K+ OPDs with telemedicine and ongoing free health check-ups
• Raised funds with the support of 300+ global artists & influencers including Papa Roach, Shibani Kashyap, Shaan, Hariharan and more
• Developed Covid helpline, AI helpline, Covid Relief app in collaboration with other concerned citizens & journalists with more than 11MN hits in a couple of months with the help of 700+ volunteers to save at least 50K lives

Jul 2017 – May 2020 · 2 yrs 10 mos · India

• Instrupad aims to decode and showcase the relationship of the musician with their instrument and music through fresh video concepts – playthroughs, ethnographic interviews, photo-essays, docufeatures and more around the music scene in India.

May 2017 – Present · 8 yrs 10 mos · India | Canada · On-site

• Conduct qualitative & quantitative research projects with national and international clients, research agencies, not-for-profits and advertising firms to unearth the latent needs of people to build strategies, communication ideas and innovative products for brands to connect with people.
• Apply and borrow concepts of semiotics, cultural anthropology, behavioural science and design to understand people and communicate with the client in innovative story telling formats - highly visual debriefs, short films, workshops, posters, comic strips and more.
• Reach out for proposals, project management, recruitment, building discussion guides, moderation, analysis, story building and impactful and crisp debriefs.

Jun 2016 – May 2017 · 11 mos · Mumbai, Maharashtra, India · On-site

• The Sound is a Consumer Exploration, Brand Strategy and Product Innovation agency, applying leading edge research techniques, technologies and marketing models to solve client brand, marketing, communications and product challenges.
• We are a team of brand experts, strategic researchers, idea generators and cultural anthropologists based in New York, Chicago, London, Mumbai, Toronto and Vancouver. We provide clients with the insight, inspiration and strategy needed to answer the brand challenges most important to their business all over the world.
• I conduct qualitative research projects, for domestic and international clients, to uncover the latent needs of people for building strategies, communication ideas and innovative products for brands.
• Apply and borrow concepts of semiotics, cultural anthropology, behavioural science and design to understand people and communicate with the client in innovative story telling formats - highly visual debriefs, short films, workshops and more.
• Writing proposals, project management, recruitment, building discussion guides, moderation, analysis, story building and writing debriefs are some of my responsibilities.
• When we are not working on client projects, we like to understand the fringe stream and people who do out of the ordinary things for that speaks of the upcoming trends and helps to understand the mainstream better.

Apr 2015 – Apr 2016 · 1 yr · Gurugram, Haryana, India · On-site

• Study and understand people behaviour, culture codes & digital behaviour to formulate effective strategy for brand communication
• Conduct Qualitative & Quantitative research, Secondary research, Communication Analysis and Consumer Insight Mining
• Involved in future business strategy

Apr 2014 – May 2014 · 1 mo · Mumbai

• Managed communication, activation and branding for ‘Skybags’
• Responsibilities included understanding the consumer, finding a differentiator for Skybags, competitor research and analysis, innovative ideas for activations & crafting a long term brand strategy

Jan 2014 – Aug 2015 · 1 yr 7 mos · New Delhi Area, India

• Managed communication, back end and strategy for the café and late night food delivery service
• Responsibilities included handling finances, cost-benefit analysis, crafting events for consumers, understanding sensory branding, handling packaging designs and online presence, interiors of the café, pricing of products, and innovate to provide better services

May 2012 – Apr 2013 · 11 mos · Delhi

• Support organisations, colleges, individual projects in terms of marketing strategy & promotional events

Feb 2012 – Sep 2012 · 7 mos

• Managed a team for personalized marketing & promotions for a brand
• Responsible for stock inventory, operations, conducting interviews, strategic marketing planning, team building, consumer research & analysis and helping in strategy development Initiatives

Oct 2011 – Jan 2012 · 3 mos

• Trading through JFX in commodities

Jul 2010 – Sep 2011 · 1 yr 2 mos

• Carry out office training responsibilities and duties

Nov 2009 – Apr 2010 · 5 mos · Pune Area, India

• Co-relation of Engine Firing Test Bed with Performance Test Bed