I am a Creative Communications guy. I love using the word 'creative' very, very loosely and there's nothing you can do about it. Call it my creative license. I love words and ideas. And I love seeing the effect those words and ideas have on people. Most times, they work. Some of those most times, they even result in awards. But rest of the times, they suck and I am okay with that. In fact, I have sucked so much, they wanted me to teach it at Miami Ad School for a full semester! Crazy, I know. 

These days I lead MO, the in-house creative agency at Only Much Louder (OML), as EVP Creative. Before this, I was Executive Creative Director at Leo Burnett, and held senior creative roles at VICE India, Hotstar, and Edelman - which adds up to about two decades of being paid to have opinions about words.

 I live in Mumbai, India. 

MORE ON THE WORK, BY ERA

At OML, as EVP Creative, I lead MO on accounts including Canva, Santa Teresa, and the World Pickleball League - including the “Dil Se, Design Tak” campaign for Canva. Before that, as SVP & Executive Creative Director, I built out MO from scratch.

At Hotstar, as Senior Creative Partner, Digital Lead, I worked on two seasons of Game of Thrones, the Rio Olympics 2016, and “Deadpool Hacks Hotstar’s Twitter” - the campaign (and Effie-winning Game of Thrones team) that started our Twitter war with Netflix.

After Hotstar, I was part of the core team that launched VICE India, turning brand RFPs from Mountain Dew and Budweiser into content partnerships. And as an independent creative consultant, I was one of three people who launched BrewDog India, building its tone of voice and retail collateral from the ground up.

Earlier still: banking and financial services work for Axis Bank and HDFC Bank at Indigo Consulting, Tata Tea at Edelman India, and Park Avenue and PUMA at Jack in the Box Worldwide.