Different Mediums.
Same Pursuit.

In 2022, I joined Innocean India to lead Kia India’s digital and social mandate. Twenty years of learning arriving at one brief. Kia has global brand frameworks; India has festivals, cricket and cultural moments that move at a completely different speed. What you’ll see below is how we built two parallel systems: brand campaigns that launched products, and topical content that kept the brand alive every single day.

Growth pulled me beyond Kia into multi-brand, non-auto work across categories. And alongside every active mandate ran a parallel pitch cycle. Some won, some didn’t, all of them shaped how I think. The work across all three tracks is here.

In October 2018 I joined Indigo Consulting to lead the Gurgaon creative team. The shift from making to leading had been building for years. This made it official. The work became less about what I was producing and more about creating the conditions for others to do their best. Six brands, thirteen pitch projects across a single year. The brands we served and the pitches we built are below.

At Cheil, the scale of Samsung changed what work meant. It wasn’t a brand to advertise. It was an ecosystem to build across every medium simultaneously. We were building creator ecosystems years before influencer marketing had a name. Every earlier layer I’d developed, animation, web, code, motion, became useful again, all at once.

Below you’ll find the campaign work, the films and ATL, the pitch projects, and the web and digital work across four years. By the time this chapter closed, the question I was asking had shifted: not “what should this look like?” but “why does this need to exist?”

In 2013, DIGITAS brought me in to lead Dabur India’s digital and social mandate, the first time I was working at brief level, asking what communication needed to do before deciding what it would look like. Below you’ll see that work across Dabur’s portfolio of brands.

When DIGITAS and Razorfish split, I moved with Razorfish into Maruti Suzuki. Bigger briefs, more integrated thinking. Mobile was shifting from a channel to a product, and designing Maruti’s first app was my first full product design engagement. The Maruti campaigns, the digital ecosystem and the My Way App work follow below.

Solutions DIGITAS called in April 2008. They’d seen the campaign microsite work. I took on a few briefs, then moved to Dubai for global exposure. The 2008 recession ended that quickly. I came back with nothing and set up Ingenious World, kept building from whatever came in.

The work you’ll see below spans three distinct phases of that year: the Solutions DIGITAS and Dubai projects, the Nestlé Maggi campaign website that showed what participation on the web could look like, and the Ingenious World portfolio: hospitality, culture, experimental motion and interactive humour, built when there was no other option but to keep going.

A year into ER&DCI, pure maths made me restless. My brother found an ad: an animation studio looking for people good at sketching. The test was live. I barely finished one sketch in 10 seconds. Got selected anyway. It taught me something that stayed: it was never about perfection. It was about observation.

Below are the sketch studies from that period, and the KING animation series, 33 episodes produced for Canada’s Funbag Studio, drawn one stroke at a time on lightboxes. Halfway through, I moved to compositing and discovered how everything connected. Animation wasn’t disappearing. It was entering the screen.