I’m a Senior Creative Director with 13+ years of helping brands grow by making strategy feel less like strategy and more like the next big cultural moment. I work across social, digital, film, and experiential always with one eye on cultural insight and the other on business results. I’ve led teams, partnered closely with leadership, and learned that great work comes from clear thinking, honest collaboration, and a bit of gut instinct.

CREATIVE DIRECTOR | BRAND & GROWTH Leader

BRANDS THAT ARE MY CATNIP

Entertainment

Netflix
Amazon Prime Video

Spotify

Warner Brothers HBO

Fashion
Uniqlo

Fastrack

Manyavar

Platforms

Meta
Instagram

Finance

CRED
Aditya Birla Capital
INDMoney

Automobile

Volkswagen

Ather Energy
Bajaj
Castrol

FMCG

Kelloggs

Britania

Himalaya

Colgate

EXPERIENCE

Kulfi Collective
Senior Creative Director
Nov 2021 - Present

I lead creative direction with one simple rule: if it doesn’t feel culturally relevant, it doesn’t belong on social.

I turn Indian internet moments, fashion drops, and creator chaos into ideas brands can actually show up in naturally, not awkwardly.
The goal? Make brands part of the conversation, not just another campaign in your feed.

I use AI to move faster spot trends early, test ideas quicker, and scale social-first content without killing the craft.
Always balancing big creative thinking with real business impact.

FoxyMoron
Creative Director
May 2018 - Nov 2021

I build futuristic brand experiences with technology at the core where ideas don’t just look good, they work.

I’ve helped set up creative teams from the ground up and evolved social media teams into full-fledged branded content engines across major platforms.

I lead and support social and digital ideation turning briefs into ideas, and ideas into culture-ready work.

I’m also deeply involved in new business, client conversations, and shaping solutions across categories.

Day-to-day, I collaborate closely with design , UX, development, and strategy teams because the best ideas live at the intersection, not in silos.

22feet Tribal Worldwide DDB
Content Specialist
Feb 2017 - May 2018

I don’t just run social media I build it with purpose.

Campaigns, content strategies, websites, search everything is aligned to business goals and backed by data.

I execute high-performing search campaigns, fine-tune content using analytics, and manage digital agency partners to make sure the work delivers, not drifts.

FoxyMoron
Senior Content Strategist
Mar 2016 - Jan 2017

I develop and execute B2C strategies that balance creativity with performance.

I’ve managed social media for smart electric vehicles, retail brands, and consumer products, built brand strategies for MNCs like Britannia, Himalaya, Bajaj, and Castrol, and led influencer and on-ground activations.

Along the way, I’ve written copy, built content strategies, managed Facebook ads, and turned Google Analytics data into insights that drive smarter decisions.

HIGHLIGHTS

Cultural Moment Marketing

Netflix didn’t announce Jawan on it platform but it joined SRK’s birthday. Tapping into the annual internet ritual where fans celebrate Shah Rukh Khan, the brand used in-world Jawan moments to speak fan language. No promo, just participation. When culture was already loud, Netflix showed up listening.

3 Part Vertical series for Crocs for launch of brand ambassdor

Launched the brand ambassador through a 3-part narrative series with Crocs, Orry, and Karan Johar. Built on sharp cultural insights and their real-life personas, the films leaned into humour, self-awareness, and pop culture. Less announcement, more storytelling turning a reveal into entertainment the internet wanted to watch.

Marketing Campaign like no other

Turned Kho Gaye Hum Kahan into a wild, multi-touchpoint campaign across online and offline. A film about phone detox? We flipped it hijacked screens in cinemas, phones in restaurants for free food, and social feeds to make people feel the chaos of constant connection or disconnection in this case. Fun, ironic, and very internet-aware campaign

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1/3

Social Media + Copy Writing

Started out in the trenches of social media and copywriting learning the internet with brands that never played it straight.
Fun brands, odd takes, alternate POVs, and a lot of rule-bending. Basically, a front-row seat to how culture actually behaves online.