Selected work
Nine case studies, three chapters.
Each written the same way: the situation, the diagnosis, the decision and what it cost. The brief is almost never the problem.
Each written the same way: the situation, the diagnosis, the decision and what it cost. The brief is almost never the problem.
Prarambhan Group, 2016–19. Co-founded a brand strategy and design firm — 100+ clients, 30+ brands, and a marketplace that reached 65,000+ artists. This is where the craft was learned: strategy at the edge of execution, over and over, across wildly different categories.
Packaged water with no product advantage and no permission to change either. What is left to build a brand out of?
Read the case study →A health supplement in a category where every claim was identical. The fix was changing who the message spoke to.
Read the case study →Online platforms had commoditised referrals for free. The brand had not weakened — the word underneath it had.
Read the case study →A thousand families, market leadership, genuine trust — all earned personally, none of it able to scale past the person.
Read the case study →25 years and the strongest teaching layer in the district. Its real advantages were invisible — one of them literally.
Read the case study →CoinDCX, 2019–22. SVP and Head of Brand, Marketing & Communications. Grew the function from one person to 60+, and the company into India’s first crypto unicorn — in a category the courts had only just permitted and the ad platforms had banned outright.
2023 onward. Taking the operating seat inside companies — CMO at Tap Invest, President at Cox & Kings, advisory at KoinBX, and founding AssetWorks AI. Consulting as an operator, not from the sidelines.
Fixed income for Indians who knew only equity, at ten times the entry point of crypto. The constraint was comprehension.
Read the case study →New owners bought the trademarks at auction. A name with 260 years of recognition and nothing underneath it.
Read the case study →India's demat accounts nearly quadrupled in four years. The research stack they inherited was built for someone else.
Read the case study →A selection of brands and campaigns built at Prarambhan — from FMCG giants and banks to challenger brands finding their voice.
Partnered on #EducateTheGirlChild with Nanhi Kali under the Healthy Kids Programme.
A personal-banking campaign for HNIs and NRIs, on the Indian instinct to build wealth from ordinary things.
Repositioned the platform around luxury living, targeting an elite customer set.
A bitter-sweet positioning against Britannia and Parle: when you love something, you want it all.
An award-winning campaign broadening the brand beyond jeans — Creative London Awards winner.
A product launch themed on keeping a constant conversation between brand and customer.
Creatives for an IPO-transformation conclave, built to move CXOs and market regulators.
Stories around menopause, built on how often Indian women ignore the symptoms and carry on.
Brand identity for a platform taking mutual funds to the masses through sub-brokers.
A premium category built on a narrative that empowered women.
Two hands mixing — blue-collar workers building relationships, not just structures.
Naming, identity, collateral and go-to-market, plus sales training, to differentiate against Porter.
That is most of the work above. Tell me where you are and what is stuck.