I’m a former psychologist and strategist-by-serendipity who enjoys solving interesting problems for clients of all sizes and stripes. I’ve led strategy that's grown and shaped brands that you've definitely heard of and most likely live with - Livon, Clean & Clear, Stayfree, Lipton, TikTok, Meesho and Netflix  (to name just a few).

 

My career has been a 15 year adventure in taking brands from idea-to-market, rebooting Indian and global brand franchises and setting benchmarks for business impact and creative excellence - all accomplished while growing teams, expanding business portfolios and building organizational capabilities both at the DDB Mudra Group and at The Nielsen Company. 

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Over the years, my work has been recognized for strategic effectiveness both nationally and internationally, at forums such as the Effies, Spikes Asia, Cannes, D&AD, London International Awards and WARC Effectiveness Awards. Stayfree’s Project Free Period, a campaign I co-created and on which I led strategy, won India’s first Gold Lion for Creative Strategy at the Cannes International Festival for Creativity, 2021, the highlight of a clutch of Lions won between 2019 - 2022. 

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I graduated with a distinction in Organizational and Social Psychology from the London School of Economics, the youngest student - and one of only 5 people in a 60+ sized cohort - to do so. I stay engaged with the field by teaching Honour’s courses and taking guest lectures at some of India’s finest educational institutions - the St. Xavier’s College, the Xavier’s Institute of Communication, MICA, IIDE and NID. I enjoy writing about culture, consumerism and advertising. 

 

My strategic vocabulary is grounded in insights about how people relate to ‘stuff’ and what it means to them. These insights are most powerful when unlocked within the context of everyday consumption and purchase habits. It’s a combination that helps choices feel easy, pleasant and instinctive - exactly the space any brand or business should inhabit.

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You can read more about my past work here.

 

Have a communication, brand or business challenge you’d like to solve? 

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