Man from many Indias. Can write for plenty of Indias. Writer. Creative Director. Playmaker. Entrepreneur. 12+ years of brand building across advertising, social and talent mgmt. Now building taest.club, a social club that taps decentralised taste across fandoms to solve for what fans want.

Exploring the common ground between building “buildings” and building an “IPL team”.

Turning L&T from a construction company into one of humanity’s greatest long-jumpers.

Making Google AI Mode feel native to Bharat's latent desires and secret dreams.

We live in two Indias. One that watches its cinema on Imax. The other, that has no access to theatres even 100s of miles away. Both Indias however have one thing in common. Their love for cinema on the big screen.

Great body language can trump all other languages out there. Agree? We do too. So, we put it to test on India's Mr. English himself - Ravi Shastri.

This isn't a case study. This is a tale about a famous street-fight of the motorcycling world.

Inspiring a 70 year old community to keep its tradition of travelling cinema alive.

During the pandemic we asked Facebook to donate its media space to local businesses. Businesses that lost months of their revenue to the lockdown got a chance to air their pehla(first) ad.

West Bengal's Chhau Mask makers had no buyers during 2020's festive season. So we turned their 300-year-old indigenous art form into an AR Filter.

Some refreshMINTS refresh your mouth. Some, recharge your mood. Some claim to reset your mind. Some spark up your spirit. Some work on your charm. How about a mint that does it all? That was the idea we presented to India's beloved mouth freshener brand. Resulting in its refreshing Summer '25 brand film - 'The Vibe Refresher'

We placed the new ASUS ROG Strix, inside world's most popular video-games at a shoe-string budget.

Making data cheaper for India long before Jio did.

Experience brotherhood on bikes in its full glory as these two motorcycles from the same stable, tear the tarmac together. Scripted and creative directed for TVS range of performance motorcycles.

Aren't most friends on our FB friend-list an expert on one thing or another? So, no matter what question was on our user's mind, we wanted them to #FBpePoocho.

Just like Ayushman here, a Copywriter's gotta be "har farz ke liye taiyaar".  Whether it's digital or good old TVC yaar.  Cometh the hour, cometh the Hindi Copywriter.

Thousands of trucks are plying on the Indian roads with cheeky Covid awareness slogans on their bumpers, inspired by a FB ad.

When you're a rider, you feel emotions that go beyond words in the English dictionary. So on Valentines-Day, Ronins coined new words to describe their many indescribable motorcycling emotions.

Home renters could at no cost find out that OLX was advertising to property dealers to join their platform. How did we go about this covert operation?

With the lines between adventure and fitness blurring in today's world, we needed an iconic reimagination of Woodland and its adventure offerings.

As fashion enters its hyperaware stage in 2025, with new aesthetics becoming buzzwords, "Woods", an affordable luxury brand couldn't afford to remain generic anymore. The whole new SS '25 collection shot in Spain, was a chance to win the modern day fashion conscious buyer's admiration back.

Print ads targeting those living in their "made it era".