Selected work

Stories from the funnel, and from the shelf.

Six cases. Each one started with a premise that turned out to be wrong.

AllFunnel & retentionPropositionPositioning

White Lotus Group · Luxury real estate · In-house7–8% isn't a traffic problem. It's a conversation problem.Lead-to-qualified-lead 7–8% → 16%
Zoomcar · CRM and retention · In-houseNobody is "an average user." So we stopped messaging one.Repeat revenue 30% → 33%
PhonePe · Payments and insurance · McCannYou don't beat a crowded category by joining its argument."Insurance your way."
Amanvana, White Lotus Group · Villa launch · In-houseA house is finished by its builder. A home isn't."A Home to Become."
Moneyview · Digital lending · McCannEveryone can lend. That's exactly the problem.A brand that believes in you.
Aramusk · Heritage grooming · OgilvyA category talking to 25-year-olds, and no one talking to the man they become."For those who've still got it."

Edible oils · Biscuits · Beverages · Payments and insurance · Lending · Home appliances · Apparel · Dry fruits and snacks · Dairy · Mobility · Luxury real estate

Stories from the funnel, and from the shelf.

Categories and brands I've worked on