Jan 2019 – Present · 7 yrs 2 mos · Mumbai Area, India

• Strategy, Content, Marketing, Advertising & Stories. A consulting firm that specialises in telling stories that connect insights, brands, consumers with a tie-in at the back end on every project to special needs groups. Our projects range from Original Digital Content [e.g. Aisa Waisa Pyaar on Eros Now; Pyaar Actually on Disney+ Hotstar, both written/ produced/ directed by Ashiish, to large digital influencer led campaigns; music videos for ITC, Pernod Ricard], Advertising, Packaging Feature Films, Game Design [for one of India's leading Casual Gaming platforms]. Marketing is no longer about the stuff you make, but about the stories, you tell. So what's your story?

Apr 2010 – Oct 2018 · 8 yrs 6 mos · Mumbai Area, India

• Creative Suit. Head of Y-Films, Talent Mgmt, Brand Partnerships & Original Digital Content at Yash Raj Films.
• Y-Films makes features & original digital content for the youth. Produced 4 feature films including Mere Dad Ki Maruti, Bank Chor. Web content includes 2016 Cannes Grand Prix Glass Lion, Webby winner, India's 1st transgender band, 6-Pack Band; India's 1st Band of 6 Differently-abled Teens, 6-Pack Band 2.0; Bang Baaja Baaraat; Man's World [with Richard Curtis, the Gates Foundation & the United Nations]; Ladies Room; Love Shots [6 short films written by Ashiish]. Produced-directed India’s 1st sex education series in 15 languages, Sex Chat with Pappu & Papa [among the most viewed originals on YouTube at 100mn+ views]. Ashiish was on the 2016 Ad Age Global Creativity 50 list. This list has included JJ Abrams, David Fincher, Ted Sarandos, Banksy, Pharrell Williams, Elon Musk, Jeff Bezos, Mark Zuckerberg, the founders of Instagram, Snapchat, Kickstarter, David Bowie, Prince in the past.
• Talent Management handles all endorsements, events, films & digital for Ranveer Singh, Anushka Sharma, Parineeti Chopra, Arjun Kapoor, Ayushmann Khurrana, Bhumi Pednekar, Vaani Kapoor among others with a 360 approach creating talent led content solutions like My Name is Ranveer Ching.
• Brand Partnerships cover in/ out-film placements across the Yash Raj film slate like Dhoom, Fan, Sultan, Befikre, Tiger and more creating some of the coolest Film Marketing Case Studies.

Jan 2010 – Mar 2010 · 2 mos

• Heading up the new ventures for Viacom18. Set up to ramp up the size; speed of growth for the organization. The profile includes launching a series of new businesses, including a few new channels. Options include building from scratch/ or even acquisitions.

Aug 1998 – Mar 2010 · 11 yrs 7 mos

• Business & Creative Head for the hottest youth entertainment destination in the world... MTV!
• Country Head for India with P&L and creative & content responsibility for the region. Some of the channel's biggest franchises including Roadies, Splitsvilla, Bakra, Fully Faltoo, Style Check, Stunt Mania, Style Awards, Music Awards besides the early forays into licensing & merchandising, digital were initiated under my leadership. The repositioning of MTV beyond just music was done then and it had MTV brands across the globe following that route.
• Additionally part of the launch teams of VH1 & Nickelodeon in India.

Jun 1994 – Jul 1998 · 4 yrs 1 mo

• Lowe Lintas' creative hotshop off-shoot, the first Indian agency to win a Cannes Gold Lion... my role included new biz pitches and handling a host of accounts/ clients across categories ranging from FMCGs, consumer durables to alcohol, pharmaceuticals, finance; government accounts. And delivered over a 3rd of the agency's billings besides a 90%+ strike rate for landing new biz pitches.

Jan 1992 – Jan 1993 · 1 yr

• Junior copywriter with Contract working on some of the coolest ad campaigns including the Philips Powerhouse launch and more with a set of the most creative minds in the country at the agency at that time...