Apr 2015 – Feb 2020 · 4 yrs 10 mos · Mumbai Area, India

• Strategy & Consumer lead on key accounts at BBH Mumbai, namely Johnnie Walker, Magnum, Uber, Red Bull, BookMyShow, Uniqlo and Marico (Parachute Coconut Oil, Nihar Shanti Amla). My role involves leading a team of strategists on tracking pop culture trends, conducting consumer research, identifying cultural insights via data, social media listening, creative territory positioning, and deployment through briefs, content calendars and marketing plans.
• Identified shifts in the culture of travel and mobility for the launch of Uber in India. The campaign took Uber beyond a transactional service and launched the ‘Move Forward’ campaign that received over 15 million views on Facebook and over 10 million views on YouTube, and has today become Uber’s global brand message.
• Developed content campaigns for BookMyShow by tracking real time social media conversations around the year’s biggest movie releases - Tiger Zinda Hai, Padmavat, Padman, Raid & 2.0. Our last four campaigns garnered over 10 million views on YouTube & over 8 million views on Facebook.
• Identified key trends in the culture of beauty, hair & lifestyle for audiences living in the rural Hindi belt and East India, as Strategy Lead on Nihar Shanti Amla and Nihar Naturals, two of the largest hair oils in the country.
• Currently involved in building Nihar’s Mobile Patshala, a unique ‘mobile learning tool’ that teaches rural children the basics of English through scripted storytelling.
• Studied the street culture of ‘bboying’ in Mumbai for Red Bull BC One, the world’s largest freestyle street dance competition. The insights helped identify the incredible odds that Indian street artists need to conquer, to thrive today.
• Two years ago, I teamed up with a co-worker to investigate the influence of the English language in smaller towns of India. We created 'English Pradesh', an ethnographic study conducted in Itarsi, a town in Madhya Pradesh.

Sep 2012 – Sep 2014 · 2 yrs · Mumbai Area, India

• Identified key changes in the culture of ‘success & achievement’ for young Indians as part of Johnnie Walker India. Our findings called ‘Progress through Sharing’ led to the creation of ‘Johnnie Walker The Journey’, an evening of inspiration & collaboration at Mehboob Studio. For three years, the program engaged over 2 million Indians through digital content, print and a live event earning PR worth 25 crore. (WARC shortlist 2014, Appies gold 2015)
• Engaged over 50,000 Indians to advocate the cause of Child Rights during the national elections as part of CRY - Vote for Child Rights, a not-for-profit campaign run by Child Rights and You. (EFFIES shortlist 2014)
• Identified the culture of ‘Recommendations within the community’ as a new way to create social credibility for Parachute Ayurvedic, a new hair oil launched by Marico which beat the category growth by 15%. (Appies gold 2015, EFFIES bronze 2014)

Jan 2012 – Feb 2020 · 8 yrs 1 mo · Mumbai Area, India

• WEB SERIES: Writer and co-creater of 'Home Sweet Office', a web series inspired by the shenanigans of my own family. The show was produced by Dice Media (the makers of Little Things), in association with Amazon.in, Pipa Bella and Butterfly Ayurveda. It's available on YouTube, Facebook, Ola Play and is streaming on MX player. Do watch at goo.gl/Ho1nyU
• PUBLISHED: I am a features contributor to Film Companion, a film and reviews website run by film critic Anupama Chopra.
• SELF PUBLISHED: I write short silly stories on a personal website.
• THEATRE: I wrote and directed a play - 'Scarborough Fair' that was inspired by some early exposure to Simon & Garfunkel. It was performed at the NCPA and the Kala Ghoda Festival 2012.
• PERFORMANCE: Aside from my duties as a strategic planner, I also sometimes double up as an actor in ads. My last campaign was for Coverfox.com, a new-age insurance broking website.
• STAR WARS UNCUT: Some friends and I re-created a scene for The Empire Strikes Back Uncut, a 'fan-made, shot-for-shot recreation of the Star Wars classic' that's officially endorsed by Lucas film. Our contribution was selected by Disney Inc. to be featured in the final official film.

Apr 2010 – Sep 2012 · 2 yrs 5 mos · Mumbai Area, India

• Identified cultural synergies across PepsiCo’s health and nutrition portfolio in 8 international consumer markets as lead strategist for Project 1020, a select branding assignment for PepsiCo’s Global Nutrition Group.
• Profiled as one of ‘Indian Advertising’s Next Generation’, an annual feature by Businessworld in October 2011.
• Strategic communication lead on key accounts such as Big Bazaar (retail) & Philips Televisions.
• Scripted the ‘paanch truths of India’, an annual country induction hosted by DDB Mudra for visiting delegates from the Columbia Business School, New York.

Apr 2007 – Jun 2008 · 1 yr 2 mos · New Delhi Area, India

• Managed Strategic thinking on key accounts such as Wrigley's and Dabur.
• Profiled in The Rising ‘Ad’diction, an article in the Business Today magazine covering the growing trend of career shifts to advertising

Jun 2006 – Mar 2007 · 9 mos · New Delhi Area, India

• Serviced and managed the CitiFinancial Personal Loan campaign generating 6730 leads, the highest in two years

Jun 2005 – May 2006 · 11 mos · Hyderabad Area, India

• Secured the highest performance rating given to the top 20% of the SAP practitioners group of 150
• Conceptualized and directed in-house marketing activities for Deloitte’s Global Consulting Summit in California.