About
I like a problem I can take apart and a story I can build back up.
Brand and content strategist. Seven years across McCann, Ogilvy and two in-house roles. Based in Bangalore.
The engineer
I trained as a mechanical engineer at PEC Chandigarh. That training never really left: I still want to know how a thing works before I decide what's wrong with it.
The agency years
At MICA I studied communications management, then joined the agency ecosystem at McCann and Ogilvy. I worked on brand ideas for PhonePe, Moneyview and Aramusk, and on some of India's most familiar FMCG names. That's where I learned to hunt for the truth a brand can own, and to say it in one line.
The in-house years
Then I crossed the table. At a mobility company and then a luxury real estate group, I was the one living with the funnel: the CRM dashboards, the cohort reports, the pre-sales call recordings, the cost per lead. The brand idea had to survive contact with every one of them.
Why the premise
Most of the work I'm proudest of started by finding a wrong assumption. The lead problem that was really a conversation problem. The loan nobody actually wanted. A premise is the idea everything else rests on. Get it right and the message has somewhere to stand. That's the practice.
At a glance
- Agencies
- McCann, Ogilvy
- In-house
- Luxury real estate (White Lotus Group), mobility (Zoomcar)
- Education
- Communications Management, MICA Ahmedabad · B.E. Mechanical Engineering, PEC Chandigarh
- Focus
- Brand strategy, brand marketing, content strategy, awareness through repeat purchase
- Based in
- Bangalore, India
- Find me
How I work
Read before you write.
Data, recordings and the people who talk to customers come before any workshop.
One premise, tested.
A strategy is a claim about the world. It should be falsifiable.
Every stage gets its own message.
The idea stays constant. What the buyer needs to hear changes stage by stage.
The number is the review.
If the funnel doesn't move, the strategy isn't finished.