The work that actually happened
Some projects get you a bullet point on a resume. These ones got me out of bed excited. Here's a few of them.
Artize by Jaquar — Owning the Premium Space
Artize is Jaquar Group's luxury sanitaryware brand — a category where the product is beautiful, the audience is discerning, and the brief basically reads: "don't get this wrong." I came in as the sole brand custodian, which meant I was the single thread connecting agency, production, PR, and internal stakeholders.
The challenge: Maintain a premium, consistent brand voice across every touchpoint — mainline TVCs, digital, OOH, social — in a fiercely competitive luxury space where every brand is trying to look high-end and most of them just look expensive.
What I did: Built the creative brief framework that anchored all agency outputs to a singular brand narrative. Managed end-to-end creative coordination across film, print, and digital without letting the tone drift between formats. Kept the brand feeling like it had a point of view — not just a price point.
Building Marico's WeCreate Studio from scratch
This one is probably the project I'm most proud of — because it didn't exist before I thought of it. WeCreate was Marico's in-house creative studio, and I conceived it, pitched it, and then ran it.
The studio managed content production for 35+ brands including Parachute, Nihar, Coco Soul, and Saffola — everything from social content to campaign assets. We also executed work for boAt, Mi, MamaEarth, Hummel India, and Lakmé.
What made it work: building a system that could handle the volume without losing quality, and keeping a creative culture alive in what could very easily have turned into a content factory. It didn't. We were too careful for that.
boAt's #IAmABoathead — when the brand found its energy
boAt was early in its cultural moment when I worked on this. The brief was essentially: make people feel something. Curated the visual identity to an attention-grabbing look and feel — bold, high-energy, unignorable.
Built community through micro and macro influencer engagement and brand ambassador content featuring KL Rahul. Covered boAt's brand endorsements across Lakme Fashion Week, Sunburn Festival, and IPL — keeping the content native to each platform while the brand voice stayed consistent underneath.
The #IAmABoathead community platform became a real thing — not just a hashtag. That's the goal, every time.
Stanza Living — memes, moments, and 30% follower growth
The Stanza brief was a good one: speak to students and young professionals who have seen every brand try too hard to be relatable. The challenge was to land inside an already established brand voice and make it feel alive — not managed.
I leaned into moment marketing, Bollywood pop culture references, and platform-native formats (this was pre-Reels India, for context). Created the national "Home is Where the Heart is" macro influencer campaign on Instagram while simultaneously managing 100+ micro influencers across regions for localised amplification.
Result: 30% follower growth, a brand that people actually tagged their friends in, and a collaboration with FilterCopy that felt genuinely native — not sponsored-content awkward.
DAFNI — introducing a new category to India
A straightening brush was a genuinely new concept in India at the time. The DAFNI challenge wasn't just brand awareness — it was category education. People didn't know they wanted this yet. My job was to show them why.
I suggested we lead with real people instead of polished campaign imagery — including myself — across social content before Reels existed. Think: raw, authentic, product-in-use content that showed the convenience without overselling the premium price point.
Curated a relatable yet cost-justified brand tonality that bridged the gap between "I can't afford this" and "I need this in my life." The #HairstylesWithDAFNI content series helped land that message.
Honey & Dough — building a lifestyle brand look from scratch
Honey & Dough needed to feel like a lifestyle brand, not just a bakery. The brief had room to be creative and I took it seriously. This was one of those projects where I did a bit of everything — and I mean that in the best way.
Self-set-up photoshoots at their venues, working alongside production teams and designers to create a visual world that felt warm, premium, and a little bit aspirational without losing the "come in and have a brownie" energy.
Right from product photography to social content strategy — I shaped a new brand tonality that gave Honey & Dough a consistent, craveable visual identity across every touchpoint. The kind of feed that makes you hungry by slide two.