Areas of Expertise

• Branded Content Creation: Crafting multi-platform, immersive content experiences for

renowned brands.

• Creative Direction & Strategy: Leading creative teams to execute impactful 360-degree

advertising campaigns.

• Generative AI & Automation: Using AI tools to enhance content personalization, streamline

workflows, and drive efficiency.

• Gamification: Designing game-based marketing strategies to increase audience

engagement and brand loyalty.

• Branding & Identity: Building and revitalizing brand identities for global and regional

brands.

• Digital Innovation: Leveraging emerging technologies to refine content strategies and

improve marketing outcomes.

• Film Production & Storytelling: Producing compelling video content that blends

storytelling with visual innovation.

 

 

Awards

London International Awards (LIA), Effie Awards, Global Marketing Awards • Promax BDA Gold and Silver •

Apollo Asia Image Awards • Campaign Digital Crest Award • Kyoorius Awards • Business Council India

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Career History

Marico Limited (FMCG) - National Creative Director                                                        2022 – 2024

• Creative Transformation: Led the comprehensive creative overhaul of Saffola, one of India’s most trusted health brands, positioning it as a modern, tech-savvy leader in the wellness space. Developed and executed end-to-end creative strategies, ensuring alignment with brand objectives and consumer trends.

• Campaign Leadership: Directed high-impact, multi-platform campaigns focusing on health, nutrition, and wellness. Campaigns spanned television, digital, print, and influencer collaborations, resulting in a 30% increase in brand visibility and significant growth in consumer engagement.

• Generative AI Integration: Implemented AI-powered tools to personalize content for diverse audience segments, streamlining creative workflows and increasing efficiency by 40%. Leveraged AI-driven insights to craft data-backed creative strategies, enhancing relevance and effectiveness.

• Gamified Experiences: Pioneered gamification in marketing campaigns, such as interactive health challenges and digital engagement tools, leading to a 20% increase in customer participation and loyalty.

• Team Leadership: Managed and mentored a cross-functional team of designers, copywriters, and strategists, fostering a culture of innovation and collaboration. Ensured seamless execution of campaigns, meeting tight deadlines and budgets.

• Digital Content Excellence: Spearheaded the development of snackable video content for social platforms, achieving viral success and reaching millions of users. Designed influencer marketing initiatives to amplify Saffola’s digital presence.

• Recognition & Growth: Contributed to Marico’s recognition as a forward-thinking, consumer-first organization, driving tangible business growth and setting new benchmarks for creativity in the FMCG sector.

 

The Magical Port - Founder & Creative Director                                                                2019 – 2022

• Established a comprehensive branded content agency serving clients such as Forbes, Ikea, Hyundai, Skoda, Renault, Oppo, Vivo and Discovery.

• Utilized Generative AI and gamification to deliver cutting-edge campaigns, enhancing audience engagement.

• Spearheaded 360-degree campaigns, integrating modern technologies for cohesive brand messaging.

• Managed cross-functional teams to deliver projects on time and within budget.

 

Creative and Content Lead                                                                                                2000 – 2019

• Spearheaded the launch and management of premium television channels across India and Southeast Asia.

• Collaborated with top-tier advertising and brand design agencies to deliver impactful campaigns.

• Partnered with global brands to create tailored marketing strategies, driving increased revenue and audience reach.

• Ensured strict adherence to brand standards across all digital and traditional platforms.

• Managed digital assets for national and regional campaigns, ensuring seamless execution and consistency.

• Maximized revenue through the development and optimization of monetized properties.

  • Zee Entertainment Enterprises Ltd                                                                       

  • News Corp (Star India Pvt. Ltd.)                                                                             

  • Disney Star (The Walt Disney Company)                                                              

  • Astro Malaysia Holdings (FOOD FOOD Television Channel)                            

  • Reliance Big Broadcasting (Big Magic Television Channel)                               

  • Bennett Coleman and Co. Ltd. (Times Group, Zoom Television)                     

  • Sony Entertainment Television (Sony Max)  

 

Technical Skills

• Creative Software: Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro, After Effects), Final Cut Pro, DaVinci Resolve, Logic Pro.

• Generative AI & Innovation Tools: Midjourney, Leonardo AI, Runway ML, Veo2, Claude, Poe, and other advanced AI platforms for content creation and optimisation.

• Video Production & Shooting: Expertise in video shooting across formats, from short-form mobile content to long-form mainstream advertising, ensuring high-quality visual storytelling.

• Gamification & Interactive Design: Crafting engaging experiences using AI-driven gamification strategies to enhance audience interaction.

• Media Production Expertise: Skilled in video editing, sound design, and colour grading to deliver immersive and visually compelling narratives.

• Content Design & Development: Proficient in creating cross-platform content experiences by integrating advanced AI and creative technologies.