15 years in advertising and I feel like I've only just begun. Forget AI, I love to use some Organic Intelligence on an everyday basis at work. Nothing satisfies like a well-tackled brief. Am a total sucker for the unending problems our clients have and the endless possibilities this opens up for us creatives. God bless them! However, it was not in this industry that I started out. Armed with an MBA after a BA in English Literature I found myself advising HNIs about their personal investments at Citibank as a Wealth Manager. Soon I realised how bored I was. So, the real start came at Ogilvy & Mather, where I picked up a Cannes Lions early on in my career. In the years since, I’ve gained meaningful experience at India's top agencies.

Over the years I have handled many brands including IKEA, Toyota Camry, Hyryder and Glanza, Bangalore International Airport, Melorra everyday jewellery, ITC Chocolates and Personal Care, TVS Motors, Kingfisher, Louis Philippe, Flying Machine Jeans, Vodafone etc. And even as we get on ChatGPT and Midjourney, I believe that at the heart of great and effective creative work will always remain 'the big idea'.